Two weeks into UEFA Women’s Euro 2025, and the tournament continues to shatter expectations across every media channel. The latest analytics from July 7-14 reveal sustained momentum that’s reshaping how we understand women’s football’s media power. Here are 10 enlightening statistics that showcase the tournament’s strong second week performance.
1. Mainstream Media Sentiment Hits Strong 72% Positive
One of the most encouraging developments in Week 2 is the strong 72% positive sentiment across traditional media coverage. This represents genuine enthusiasm from mainstream media as they cover the tournament.
Why This Matters for the Tournament
- 32,669 mainstream media mentions reached 26.3 billion people
- The 72% positive sentiment signals that mainstream media is genuinely enthusiastic about the tournament
- Journalists and broadcasters are covering women’s football with authentic excitement and professionalism
The Bigger Picture
This strong sentiment suggests that the tournament has converted media professionals who may have initially approached coverage with caution. It aligns with recent research such as the Nielsen Sports & PepsiCo “Undervalued to Unstoppable” report forecasting women’s football to break into the world’s top‑five sports by fan base before 2030.
2. England’s Lauren James Storms into Social Media Spotlight
While Alexia Putellas maintains her crown with 20,461 mentions, England’s rise on social media has been nothing short of spectacular.
English Players Dominate the Conversation
- Lauren James: 19,251 mentions (2nd place)
- Alessia Russo: 19,108 mentions (3rd place)
- Ella Toone: 7,892 mentions (4th place)
What’s Driving England’s Social Media Success
- England now occupies 3 of the top 4 spots in player mentions
- This shift reflects England’s growing tournament influence
- On-field performance directly translates to social media buzz
- English players are successfully building individual brands that amplify team presence
3. Sponsor Mentions Reach 14,420 on Social Media
One of the most significant developments in Week 2 is the substantial level of sponsor-related social media activity, with 14,420 sponsor mentions across platforms.
The Numbers Tell the Story
- 14,420 sponsor mentions on social media
- 76.3 million people reached through sponsor content
- 9,700 individuals actively engaged in sponsor conversations
- Strong audience engagement with brand messaging
What This Means for Brand Partnerships
The substantial sponsor mention volume suggests that brands are finding creative ways to integrate their messaging into fan conversations. This isn’t just passive brand exposure, it’s active fan engagement with sponsor content. This trend reflects broader industry findings that authentic sponsor integration in women’s sports generates higher engagement rates than traditional advertising methods.
4. Italy vs Spain Becomes the Most Anticipated Match
The social media buzz around upcoming matches has completely reshuffled, with Italy vs Spain now dominating conversation at 22.9% of all match-related discussions.
New Match Buzz Rankings
- Italy vs Spain: 22.9% of all match-related discussions
- Germany vs Denmark: 17.0%
- Portugal vs Italy: 10.4%
- Sweden vs Germany: 9.5%
- Spain vs Belgium: 6.7%
What This Shows About Fan Engagement
This evolution shows how tournament dynamics and team performance rapidly change fan anticipation. The Italy vs Spain matchup has captured nearly a quarter of all match-related social media conversations, demonstrating the power of compelling rivalries to drive fan engagement.
5. Mainstream Media Reach Hits 26.3 Billion People
Mainstreaml media demonstrates its massive reach capabilities, with Week 2 coverage reaching an impressive 26.3 billion people.
Reach Performance Details
- 26.3 billion people reached
- 32,669 mainstream media mentions
- Massive global audience engagement
- Strong international coverage across multiple media formats
Quality Coverage Impact
The substantial reach suggests that media outlets are giving the tournament prominent placement and comprehensive coverage segments, amplifying its impact significantly across global audiences. This level of reach demonstrates the continued power of traditional media to deliver tournament content to massive international audiences.
6. Lidl Dominates Mainstream Media Sponsor Coverage
The mainstream media sponsor landscape shows clear leaders, with Lidl commanding 40.5% (maintaining its week one spot on the leader board) of all sponsor-related mentions across TV, radio, print, and online news.
Mainstream Media Sponsor Rankings
- Lidl: 40.5% of traditional media sponsor mentions (1st place)
- AXA: 14.6% (2nd place)
- Amazon: 14.2% (3rd place)
- Adidas: 7.3% (4th place)
- Visa: 5.7% (5th place)
What Lidl’s Dominance Means
Lidl’s commanding 40.5% share of mainstream media sponsor mentions demonstrates the power of strategic media partnerships and targeted media campaigns. The brand’s ability to capture over two-fifths of all sponsor-related coverage shows how effective traditional media strategies can be for tournament sponsors.
7. Heineken Commands Social Media Sponsor Conversations
While Lidl dominates traditional media, Heineken still owns the social media sponsor landscape with an impressive 45.22% share of all sponsor-related conversations across social platforms.
Social Media Sponsor Rankings
- Heineken: 45.22% of social media sponsor mentions (1st place)
- AXA: 20.59% (2nd place)
- Adidas: 10.39% (3rd place)
- Euronics: 6.61% (4th place)
- Swissquote: 2.63% (5th place)
Platform-Specific Success Strategies
The contrast between Heineken’s social media dominance (45.22%) and Lidl’s mainstream media leadership (40.5%) reveals how different sponsors excel on different platforms. This suggests that successful tournament sponsorship requires tailored approaches – with Heineken’s social media strategy clearly resonating with digital audiences while Lidl’s traditional media partnerships capture mainstream coverage.
8. AXA Achieves Consistent Cross-Platform Success
While other sponsors dominate specific platforms, AXA has achieved something remarkable: consistent 2nd place performance across both mainstream and social media channels for the second week running.
AXA’s Cross-Platform Performance
- Mainstream Media: 14.6% of sponsor mentions (2nd place)
- Social Media: 20.59% of sponsor mentions (2nd place)
- Demonstrates balanced, integrated sponsorship strategy
What Cross-Platform Consistency Means
AXA’s dual 2nd place finishes reveal the power of an omnichannel approach to tournament sponsorship. While Heineken dominates social media and Lidl leads mainstream media, AXA has built a comprehensive strategy that performs strongly across all channels. This consistency suggests a well-coordinated campaign that understands how to engage audiences whether they consume content digitally or through traditional media outlets.
9. Social Media Engagement Hits 142,200 Mentions
Week 2 social media engagement demonstrates strong performance across all platforms with substantial audience participation.
Engagement Performance Metrics
- 142,200 social media mentions
- 77.6 million people reached
- 78,800 active participants in conversations
- High-level engagement maintained throughout the week
What This Level of Engagement Means
This substantial engagement demonstrates genuine fan investment in the tournament. With nearly 79,000 people actively participating in conversations and reaching over 77 million people, the tournament has achieved significant social media success that indicates strong audience commitment and authentic fan community building.
10. Spain Continues its Player Domination Strategy
Spain’s comprehensive approach to social media presence continues to pay significant dividends across individual player brands.
Spanish Players in the Top 15
- Alexia Putellas: 20,461 mentions (1st)
- Claudia Pina: 5,246 mentions (6th)
- Irene Paredes: 5,075 mentions (7th)
- Patri Guijarro: 4,286 mentions (10th)
- Esther González: 4,167 mentions (11th)
- Additional Spanish players throughout the top 15
Strong Foundation for Continued Success
Week 2 data reveals that UEFA Women’s Euro 2025 has built a solid foundation for sustained media success across all channels.
Key Performance Indicators
- 72% positive sentiment in mainstream media shows genuine enthusiasm
- 14,420 sponsor mentions indicate strong brand integration success
- Consistent social media engagement demonstrates sustained fan investment
- Dynamic match anticipation shows evolving tournament narrative
What This Means for Women’s Football
The tournament has established itself as a genuine media phenomenon. The strong performance of English players in social media conversations, the dominance of Italy vs Spain in match anticipation, and Lidl’s continued dominance in mainstream media coverage all point to a tournament that’s successfully engaging audiences across multiple touchpoints.
For Sports Marketers and Media Professionals
Week 2 demonstrates that women’s football has achieved something remarkable: the ability to sustain massive audience engagement while maintaining high-quality coverage across traditional and digital channels. The tournament’s media success represents a new standard for women’s sports media engagement.
Looking Ahead: Sustained Excellence
The numbers demonstrate that UEFA Women’s Euro 2025 is successfully maintaining high-level media performance across all channels. The foundation has been laid for continued success as the tournament progresses, with strong engagement metrics, positive sentiment, and diverse audience participation across multiple platforms.
We used Onclusive’s comprehensive media monitoring and social listening tools to analyse data about the Women’s Euro 2025 between July 7-14, 2025.
Data sourced from Onclusive covering July 7-14, 2025, monitoring social media mentions and traditional media coverage across English, French, Spanish, Portuguese, Italian, and German language content.