England’s Success Delivers Record Audience
England’s historic win over Germany in the Women’s Euro 2022 final at a sold-out Wembley Stadium on Sunday (31st July) pulled in a peak TV audience of 17.4 million, the BBC has confirmed.
The figures made the match the most-watched women’s football game on UK television of all-time and the most-watched programme of 2022 so far, highlighting the sports growing popularity and interest.
Across BBC iPlayer and BBC Sport website and app there were 5.9 million streams as the Lionesses claimed victory in a major international tournament for England for the first time since 1966.
In an entertaining final, Ella Toone gave England the lead with a clever lofted finish before Germany equalised and brought the game into extra time where Chloe Kelly grabbed the late winner.
BBC Director-General, Tim Davie said, “We are incredibly proud to have championed women’s football and are thrilled we were able to bring such a special sporting moment to the public. This was the most-watched women’s football game on UK television of all-time and the most-watched programme in 2022 so far – and deservedly so. Everyone at the BBC is delighted at the win and being able to share that with the public.”
The clear success of this year’s tournament is likely to see significant growth in the sponsorship and brand interest in women’s football, with increased investment in the game expected.
Visa, Heineken, Lego and Pepsi were all significant sponsors of the Euros, as well as Booking.com, Euronics, Grifols, Hisense, Just Eat Takeaway.com, Volkswagen, Adidas, Hublot, Nike, TikTok, LinkedIn, Pandora, Starling Bank and Gillette Venus.
The stars of England’s side could also be in line for lucrative sponsorship deals personally as a they become household names. England and Barcelona right-back Lucy Bronze has recently signed endorsement deals with brands such as Pepsi, EE and Visa and similar deals look set continue across the squad.
England captain Leah Williamson has also recently agreed a deal with Italian fashion house Gucci, alongside existing agreements with Pepsi and Nike.
With the international football now over, attention turns to the domestic game. Barclays are currently one of the sport’s biggest sponsors in the UK, holding naming rights to the English women’s football’s top-flight, the Women’s Super League (WSL).
The WSL began a landmark £8m-a-year broadcast deal with Sky and the BBC last year, while European governing body Uefa banks a similar amount from Dazn and BeIN Sports for the Women’s Champions League.
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