England’s Lionesses are dominating not just on the pitch, but across screens and platforms. The UEFA Women’s EURO 2025 is proving that women’s football can deliver mass national audiences that outstrip global men’s club competitions – and the numbers are emphatic.

✅ The Lionesses' semi-final audience was nearly 10x larger than the Club World Cup final average, and more than 4x the peak UK audience for Chelsea vs PSG.

📌 In 2017, a Lionesses semi-final would draw around 1.5 million viewers. Today, that’s multiplied by nearly 7x.

📱 Social Media & Digital Engagement

Player Influencer Power:
Chloe Kelly and Leah Williamson now earn up to £8,000 per sponsored Instagram post, driven by visibility and audience growth.
Tournament-Level Social Reach (EURO 2022):
- 453 million social interactions globally
- 14.6 million direct engagements, 30× higher than EURO 2017
  (EURO 2025 figures pending post-final)
ITV Digital Streaming:
- EURO 2025 semi-final was one of ITVX’s highest live-streamed events in 2025
- ITV reported best Sunday night viewership volume of the year across all channels on 13 July

💰 Commercial Implications

Advertising Revenue:
- Prime-time dominance and record reach make Lionesses matches highly valuable ad inventory.
- With peak figures outperforming men’s club matches by 3–10x, brands are paying increasing premiums for association.
Sponsorship Leverage:
- UEFA EURO 2025 partners (including Visa, Adidas, PepsiCo, Unilever, and PlayStation) are benefitting from more exposure per £1 than many men's tournaments this year.
- Athlete-level deals are strengthening – with more visibility, expect multi-channel endorsement growth.
Rights Value Growth:
- After a 289% increase in broadcast rights for women’s football post-2022, EURO 2025 is set to drive the next round of rights escalations, particularly in digital and global syndication.

🧾 Summary

England’s semi-final vs Italy (10.2M) outperformed the Club World Cup final by a factor of 9x (avg) and 4.4x (peak) in the UK.
Women's football has moved from niche interest to major national media event.
The audience today is younger, more diverse, and brand-attentive, making it one of the most valuable segments for advertisers and rights holders.
Social engagement and player influence are reinforcing long-tail commercial value.
With the final still to come, EURO 2025 is already a landmark media moment for the women’s game in the UK.