The FA set up a dedicated tournaments team known as the Local Organising Structure LOS to work closely with UEFA to deliver UEFA Women’s EURO 2022. A tournament that set out to be record-breaking and a platform to inspire positive change to grow the game was played out across 31 games in 25 days in 10 venues across nine cities. 150 LOS staff worked with UEFA to deliver the biggest women’s European sporting event in history, seeing 574,875 fans (over 100,000 of which were children) attend – more than double the previous record. 87,192 fans were at the Wembley Final making it the most attended EURO fixture ever (men or women’s).
Fans from 89 countries went to games with 365 million watching on from around the world. The legacy of the tournament is already being felt with over 416,000 playing opportunities provided to women and girls in the host cities seeing 7,900 women and girls newly registered and playing in clubs and over 14,600 playing recreationally. Truly record-breaking and inspiring. More than just a sports event; A defining moment in the growth of women’s sport.
Sports Agency Matta developed and designed the inspiring and unifying creative which is currently being executed across an integrated multichannel marketing and communications campaign in the lead up to, and during the tournament.