Shorts: UEFA, Two Circles, Luton Town

UEFA has announced record €41m (£33.9m) prize money for the Women’s Euro 2025.

That figure marks a 156% increase on the last edition of the tournemant in 2022, which offered a purse of €16m (£13.2m).

The maximum prize money available for the winner of the next Women’s Euro will be €5.1m (£4.2m), up from €2.1m (£1.7m) in 2022.

Meanwhile, the fixed participation fee for each team will be €1.8m (£1.5m), compared to €600,000 (£495.7m) for the previous tournament.

That fee will represent 70% of the overall allocated prize money, with the remaining 30% comprising performance bonuses.

Teams will receive €100,000 (£82,600) for a win and €50,000 (£41,300) for a draw during the group stages of the competition.

UEFA has additionally increased its payout to clubs whose players compete in the Women’s Euro from €4.5m (£3.7m) to €6m (£4.7m), which is up 33% on the last edition of the championship.

Two Circles has revealed new data that showcases UK sports’ resilience to broader economic pressures, with cumulative sports attendances set to hit 77.7 million for 2024.

The report, which examines trends across all professional, ticketed sports events held in the UK throughout 2024, reveals a 27% increase in sports attendances over the past decade.

This contrasts with other leisure industries, where 67% of consumers reported spending less on dining out in 2024, while box office revenues have dropped by 20% compared to pre-pandemic levels in 2019. Sport, however, has bucked the trend with fans in the UK spending more of their disposable income driving the experiential economy.

Two Circles data reveals that 2.12 million fans will have attended women’s football matches in 2024, up 38% on last year. Women’s football would be the fifth highest attended sport in the UK if separated from the men’s game, placing it behind only men’s football, rugby union, cricket and horse racing in total attendance figures this year.

Gareth Balch, Co-Founder and CEO, Two Circles, commented, “It’s no surprise to us that sport continues to flourish, despite the economic challenges the UK is facing. We know that there is a huge opportunity for organisations that evolve and grow in line with the ever-increasing demand for live experiences. The winners will be those who understand their fans best, and focus on creating better experiences for them, along with the creation of new formats, like The Hundred, which can engage both existing and new audiences.

“Capitalising on major events also plays a big part, as we have seen with the growth of women’s football following the UEFA Women’s Euros in 2022, and we are excited to see the impact hosting a home Women’s Rugby World Cup next summer can have for the UK as well.”

Luton Town’s plans to build a new 25,000-seat stadium have been approved by the Luton Borough Council’s planning committee.

The Hatters submitted their application for the new venue in September, alongside an adjacent hotel and music venue.

The 20-acre site owned by 2020 Developments will feature 1200 apartments and commercial spaces.

Luton Town have played at their current Kenilworth Road home since 1905.

“This planning committee date is another defining milestone in the delivery of our long-held plans for a new stadium,” said Luton Town and 2020 Developments CEO, Gary Sweet.

“With its unique design and key characteristics we’ve incorporated and brought across from our much-loved Kenilworth Road, it really is tremendously exciting to address members of the planning committee and, hopefully, gain their formal approval.”

Wrexham AFC have renewed their partnership with watch brand Clogau.

As per the agreement, Clogau will continue its tunnel sponsorship at the Wrexham’s home ground, STōK Cae Ras, and remain as the 2024/25 match-day programme sponsor.

Clogau will also launch a unique Wrexham AFC Watch, the Brenig WAFC timepiece.

Wrexham AFC CEO, Michael Williamson, said, “We’re pleased to continue to work together with Clogau, as they continue their sponsorship of the football club.

“The new watches look fantastic and I’m sure will be worn with pride by Wrexham AFC supporters across the globe – carrying a piece of Wales with them in the process.”

Northampton Town FC have announced digital marketing agency Green Ape Media as the headline sponsor of the club’s Cobblers Business Club events. 

Robert Brunsdon, Director at Green Ape Media, said, “Supporting the Cobblers Business Club as Headline Sponsor this season has been a great experience. The club does such a great job of uniting local businesses, and it’s been rewarding to play a part in that. We’ve made some amazing connections already and can’t wait to keep building on them.”

James Corrigan, Commercial Director at NTFC, added, “Green Ape taking the headline sponsor is testament to the robust relationship we have built up. After adorning the home and third kit sleeve this year, to move into the headline sponsor of the initiative was really pleasing. The brand is already working with some of our key partners. We look forward to having them around all the events and introducing them to many more business so they can help support the development and growth.”