The Women’s Euros 2025 drove stronger online retail growth than the men’s tournament last year, new data from Visualsoft has shown.
Sales surged across sports & outdoors, fashion & footwear, and children’s categories during the two weeks leading up to the final, as fans rallied behind the Lionesses.
Comparing the same period in 2024 for the men’s Euros (1–14 July) and 2025 for the women’s (14–27 July), Visualsoft reported spending around the women’s campaign outpaced the men’s, with the children’s category alone seeing a 54% year-on-year revenue uplift.
Fashion & footwear sales climbed 26%, with orders up 19%, while sports & outdoors saw a 14% revenue boost and a 9% increase in orders.
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Visualsoft data analyst Jen Pollard says: “It’s been incredible to see the Lionesses inspire not just the nation but also noticeable shifts in retail behaviour.
“Our data shows that the Women’s Euros had an even bigger impact on online sales than the men’s tournament the year before, especially in categories like children’s, where it’s clear the enthusiasm is being shared across the whole family.
“Big matches are becoming more than just sporting events, they’re now key cultural moments that drive meaningful online engagement and spending.”
Sales spikes were seen around key fixtures, with sports & outdoors revenue jumping 30% the day before the Women’s Semi Final and children’s revenue climbing 45% two days prior.
Fashion & footwear peaked 1–2 days before matches, with a 14% uplift ahead of the Quarter Final.
While similar trends emerged during the 2024 men’s tournament, the spikes were lower in comparison, underlining the growing commercial power of the women’s game.
VoucherCodes previously forecast that the 2025 Women’s Euros would inject £801m into the UK economy.
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