Helping to drive the momentum of women’s football

UEFA Women's EURO 2025 was held in Switzerland from July 2nd to July 27th, 2025.

This was the third edition of the tournament to feature 16 teams and was a major success, setting new records for attendance and viewership.

The digital content strategy for UEFA Women's EURO 2025 was successfully built on the growing momentum of women’s football, and focussed on getting to know players off the pitch, capturing behind the scenes moments and celebrating the unique fan culture of a Women's EURO, a key aim of InCrowd's digital content team.

Our vertical producers were onsite in Switzerland capturing all the big matchday moments. We prioritised player-driven narratives and purpose-led campaigns in collaboration with key stakeholders, achieving record-breaking digital engagement.

For brand partners, we contributed to a comprehensive, varied and accurately delivered branded content roll-out ensuring unprecedented association with the competition.

On Instagram, we maintained a brand-focused presence with high-quality imagery and storytelling, while over on TikTok, we excelled with authentic, virality-driven short-form video that resonated with a younger demographic.

Tapping into player personalities was a central pillar of the content strategy and resulted in some of the best-performing posts on social.

Once again, our talented onsite, pitch-side team captured the most exclusive and unique moments, delivering content that instantly became iconic and synonymous with the tournament.

Key results:

18 onsite staff‍

157% increase in social media impressions*

277% increase in social video views*‍

54% increase in followers during 2025 tournament‍

115% increase in engagements across all social channels*

_{*compared to the same period in 2022}