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UEFA Women's Euros logo in white

Women's Euros


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

Women's Euros campaign image featuring England squad, ENG text and fans in the background

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.
Women's Euros campaign image featuring Netherlands player and 'It's Show Time' text angled on a perspective warp
Women's Euros campaign asset featuring Swedish and Swiss players and fixture information
Women's Euros campaign image featuring Netherlands players celebrating and 'Run the Show' headline
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