This summer, we set out to transform the experience of travelling Lionesses fans at Euro 2025. Guided by our campaign mantra – Galvanise the Nation. Elevate Performance. Grow the Game – we created Lionesses HQ supported by Budweiser: a vibrant, inclusive Fan Hub for Lionesses matchdays in Zurich and Basel.

Following strong fan appetite (73% of surveyed ticketholders), we delivered four fan events and six fan walks, hosting over 10,000 fans and filling every venue to capacity. Lionesses HQ offered entertainment, activations, and free drinks, building excitement and energy before matches, while generating media visibility and strengthening our supporter community.

The initiative has laid foundations for long-term growth, including the launch of the first-ever Lionesses travelling fans membership in 2026. Lionesses HQ created belonging, loyalty, advocacy, and a strong travelling fan identity that fuelled support for the team throughout the tournament and on the way to their second Euros trophy.