UEFA Women’s Euros welcome boost for sector

By Amelie Maurice-Jones

- Last updated on GMT

Welcome event: operators advised to heavily promote the Women's Euros final to boost trade
Welcome event: operators advised to heavily promote the Women's Euros final to boost trade

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The UEFA Women’s Euros 2022 have provided a welcome boost for hospitality, according to new data from booking platform DesignMyNight.

Following England’s win against Sweden on Tuesday (26 July), visits to the DesignMyNight Women’s Euro channel increased by 190% and hospitality

DesignMyNight senior marketing and PR manager Leighanne Bent said: “It is great to see how interest in UEFA Women’s Euro 2022 has increased as the tournament has progressed, and hospitality venues have been quick to make the most of the public support.”

DesignMyNight already has listings for over 30 pubs, bars and venues where fans can watch the remaining games and more hotspots are being added all the time, she added.

Promotion is key

She continued: “With just a couple of matches left we expect interest to reach its peak when the Lionesses play in the final this Sunday, 31st July, and would encourage any hospitality operator who is showing the games to promote their plans heavily to generate awareness and take advantage of this welcome boost to trade.” 

Germany plays France in the second semi-final tonight (Wednesday 27 July) with the winner facing England in the final which kicks off at 5pm on Sunday.

Pubcos have capitalised on the sporting event, with Greene King offering free pints​ to people watching the Women’s Euros who have the same surname as an England Team player.

Up for grabs is a free pint, a bottle of Ice Breaker Pale Ale or a soft drink alternative. Customers must show a form of photo ID at the bar during a live Euros England group game to claim the drink.

Free pints

The offer will take place throughout the tournament, which kicked off on Wednesday 6 July when England’s Lionesses​​ beat Austria 1-0. The Euros will conclude on Sunday 31 July.

Some 810 Greene King venues, excluding Scotland sites, will offer the freebie.

Greene King head of sports marketing Chris Conchie said: “Our research showed that more than a third of Brits haven’t heard of any of the Lionesses, despite the fact Women’s football gains traction each year.

“At Greene King we want to champion the women’s game – and that sparked our idea to help raise the profiles of individual England players – offering a free pint or bottle of Ice Breaker Pale Ale or soft drink alternative to customers that share a surname with a member of the women’s squad."

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