How UEFA steered Women's EURO 2022 to record-breaking audiences

The brief

Tasked with making UEFA Women’s EURO 2022 a record-breaking tournament, the sports governing body targeted 500k ticket sales to girls to ensure representation is as strong off the pitch as on it.

The approach delivered tailored messaging to female audiences to drive a sense of scarcity and the fear of missing out to drive up ticket sales.

The idea

Focussed on ticket and event promotion, the campaign sought to drive interest while providing a lasting legacy by inspiring a new generation of players out of the stands and onto the pitch.

With creative output from MATTA, the campaign billed the tournament as an unmissable spectacle that must be enjoyed and experienced. Urging audiences to be a part of the occasion, the materials praised women's football as an event worth celebrating in its own right.

Spanning pre-sales activity and intense marketing activity during the draw and ballot, the approach built anticipation early to ensure momentum started early for support.

Headed by singer and footballer Chelcee Grimes, a 50-second spot was central to this messaging, splicing together in-game footage of some of the sport's biggest athletes.

At general sale, M&C Saatchi staged '100 days to go', a PR event in Carnaby Street that built excitement with a selection of outsize 9ft female table football figurines.

The results

The success of this approach speaks for itself with total attendance standing at 574,875 for 31 matches: double the number who attended a tournament in the Netherlands in 2017.

The opening match at Old Trafford drew a crowd of 68,000 while the final attracted 87,192, ensuring that the final was attended by more people than any other.

Importantly, a higher proportion of younger fans were engaged with 45% of ticket sales generated by gen Z.

These figures were further bolstered by a watching TV audience numbering 17.4 million.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.