While England’s Lionesses lifted a second straight European title in Basel, the financial story of the UEFA European Championships for men and women reveals a shocking contrast in profit outcomes.
The 2024 Men’s Euros generated a record profit of approximately €1.2 billion (£1.036bn), while the 2025 Women’s Euros ended with a reported operating deficit of around €20–25 million (£17m - £21.5m).
Despite smashing attendance records with over 650,000 spectators and setting new global viewership benchmarks, total revenues for the women’s tournament ranged between €128 million (£110m) and €148 million (£128m).
So, how did they still end in the red?
The answer: investments in infrastructure, player compensation, and marketing outpaced earnings.
A major factor was the prize money increase of 156% to €41 million (£35m).
UEFA also doubled club compensation to €9 million (£7.7m) and faced higher costs for stadium operations, security, broadcasts, and promotion.
📲 Follow The Sporting News on WhatsApp
UEFA Women’s Football Managing Director Nadine Kessler described this as a strategic investment to elevate the women’s game to the men’s Euros level for sustainable growth and greater visibility.
While the men’s Euros remains a major revenue generator, UEFA acknowledges women’s football is still developing commercially.
How can women's football close the financial gap?
UEFA points to sustained investment, rising sponsorships, and expanding media rights — a long-term strategy to build a commercially viable ecosystem.
Though the road to profit is still long, victories like England’s keep the spotlight and the momentum where it needs to be.
England Lionesses news and related links
Women’s and girls’ football to get long-term Government boost after Euro triumph
“This is for the little girls watching”: Why England’s Euro win matters so much
- “Thanks to everyone who wrote me off”: Chloe Kelly becomes England’s hero again