UEFA Women's EURO 2025
Objective: The most successful tournament of all time
How can we inspire an entire continent—and Switzerland in particular—to take the burgeoning women’s soccer movement to the next level through genuine support?
The Challenge
Women’s soccer was a footnote in Switzerland. Attendance at local games was dismal, and according to surveys, only 15% were interested in the upcoming Women’s Euro 2025. The goals set by our client, UEFA—which envisioned full stadiums—seemed extremely ambitious.
The Benefits
The problem wasn’t awareness—that was already being generated through other channels—but rather converting that into ticket sales. We therefore focused on the essence of what makes soccer attractive: passion, enthusiasm, cheers, and tears. Our campaign, with the central theme “Summit of Emotions,” portrayed the players as stars of the sport and placed them on equal footing with male protagonists, without further addressing the gender debate.
Brand Activation Program
Products included: Creative Capital Engine, Creative Breakthrough, Campaign & Amplification/PR Refiner & Creative Factory
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Nico Keramaris
Managing Director Marketing Innovation
We succeeded in turning skeptics into fans. 657,291 spectators (50% of whom were women), 97% stadium occupancy, and an economic impact of 205 million Swiss francs made the Women’s Euro 2025 the most successful women’s soccer tournament of all time.
Spectators
%
∅ Stadium attendance
Mio.
Economic Impact
