This strategic shift let brands invest in women's football on its own merits rather than as an add-on.

Result: sustained sponsor growth and the most lucrative women's Euro ever.

🧵3/3

Here are the other 2 thread posts:
Thread 2/3:
Big new names joining for 2025:
🔹 Amazon (first major sports tournament)
🔹 PlayStation
🔹 Volkswagen

Meanwhile 3 brands dropped out from 2022.

UEFA's 2017 decision to unbundle women's sponsorship from men's packages = game changer.

🧵2/3

Key insights:
🏴󠁧󠁢󠁥󠁮󠁧󠁿 England leads social media game
🇪🇸 Spain - World Champions but moderate following
🇩🇪 Germany - #3 FIFA but trailing in followers
🇸🇪 Sweden - strong social presence

*Excludes Portugal/Wales/Iceland (these nations have combined women's and men's accounts)

77% retention rate + 6 major new brands (including Amazon's first major women's sports tournament sponsorship) = 23% growth in tournament investment.

From 13 to 16 sponsors shows market confidence in women's football continues to build 📈

Commercial implications: Empty stadiums can damage broadcast appeal, sponsorship value, and fan experience. Chelsea's selective approach proves you can maximise impact without overcommitting.

Arsenal's range was striking: 94% capacity vs Tottenham (North London Derby) but just 9% vs Leicester (rescheduled to a Tuesday evening due to Champions League commitments).

What drives the variation? While rivalries and high quality opposition are key to drawing bigger crowds, fixture congestion is often the biggest attendance killer.

🏟️ Volume ≠ Success - Aston Villa (8%) and Leicester (9%) played all 11 games at Premier League stadiums but struggled to fill more than 1 in 10 seats.
🏟️ West Ham were the only team not to play at a Premier League ground.

🏟️ Arsenal's high volume approach - 54% utilisation across 8 Emirates games, setting the template for their full commitment next season.

🏟️ Chelsea led efficiency - 62% capacity utilisation across 3 selective games at Stamford Bridge.

🏟️ But frequency doesn't equal success. Here's the capacity utilization rates:

Key takeaways from my analysis:

Here's how often clubs used their Premier League stadiums...

100% agree it's a v basic metric - I've just been using publicly available data and have more content to come across other major nations competing in Euro 2025 (including engagement on TikTok).

While goals add excitement, table competitiveness creates different tension.

The Championship paradox: tight table but fewer goals - high stakes perhaps leading to cautious play.

League Two provides both competitive tables and decent scoring rates.

Lower % = greater competitive balance.
Combining with goals per game data:
➡️ Championship: competitive (41%) but lowest scoring (2.51 goals/game)
➡️ Premier League: least competitive (62%) with higher scoring (2.94 goals/game)
➡️ League Two: most competitive (35%) with 2.51 goals/game
#SportsTrends

How Points Gap % works:
Take points difference between 1st and last place (e.g., Championship: Leeds 100 pts, Cardiff 44 pts = 56 pt gap)

Divide by max possible gap (Championship: 46 games × 3 pts = 138 max)

56 ÷ 138 = 41%
#FootballStats #DataAnalysis