Women's Euros
UEFA
A Landmark Campaign for UEFA Women's EURO 2022
Riding a new wave of buzz around the women’s game, UEFA’s goal was to make the 2022 Women’s EURO a record-breaking tournament.
Our task was to launch the tournament campaign. Our adamant belief was that women’s football shouldn’t be marketed as something different or second-class that needed sympathetic support. It was going to be a world-class tournament, full of the drama, excitement and spellbinding action that a football-hungry nation was craving.
A record
0
,000
tickets sold
A Bold and Positive Promise for the Main Event of the Summer
The creative campaign, ‘It’s Show Time’, made a bold and positive promise that this was the main event of the summer – with an aim to attract new fans with an confidence in the product.
Launching on the BBC during the much-anticipated group stage live draw, the film is narrated by footballer and singer-songwriter Chelcee Grimes who delivers with energy and an infectious passion for the women’s game.
Record-Breaking Ticket Sales and Historic Attendance
A ticket ballot was put in effect for the first time, creating a sense of urgency. A record 575,000 tickets were sold – more than double any previous Women’s EURO tournament, with the Final attended by more people than any EUROs Final in history across both the men’s and women’s game.
