Oranje is the new European Champion
Just over a year after the UEFA Euro 2016 which took place in France and opposed the best European football male teams, it was the turn of women to compete on the European scene in Netherlands.
This competition has overturned the established order with the two best European nations of the FIFA ranking, Germany (2nd) and France (3rd), both defeated in quarterfinals. The biggest surprise was the winning of Denmark against Germany, six times title holder and reigning Olympic champion. At the end of this intense competition, Netherlands beat on home soil Denmark (4–2). Netherlands became only the fourth nation to win the UEFA Women’s Championship, ending a German supremacy of 20 years.
The Women’s Euro received much less media attention than the men’s competition despite the most promising world players, a huge suspense on the winning team, and sponsors which were trying to bring more visibility to the event.
Indeed, European teams’ rosters count overwhelming players with a great international background: according to the Top 100 Best Women World Players of “The Offside Rule Podcast”, six European players are on the Top 10.
It is also worth noting that the women’s sport is gradually developing and establishing itself in the sport business. Moreover, the women’s Euro 2017 is the most following until now, whether it be on tv, online or in stadiums. Furthermore, we can see a willingness of many brands to partner with this type of competition. This year, the UEFA partnered with 9 main sponsors: Adidas, Carlsberg, Coca-Cola, Continental, Hisense, Kia, McDonald’s, Socar and Turkish Airlines. All sponsors have been activated like Kia, official vehicle of the UEFA Women’s Euro 2017. “Through our involvement we are able to present ourselves as a brand that makes high-quality cars for sporty people who are young in spirit and support the development of women’s football in Europe” explains Léan Verstoep, Managing Director Kia Motors Nederland.
Another main sponsor of this competition is McDonald’s, an historic football sponsor and an UEFA Women’s Euro sponsor since 2005. This year, the company gives children the opportunity to become Player Escorts and walk out with the best female football talent in Europe. In addition, McDonald’s is also sponsor of the UK Football Associations for over fifteen years. In this context, the company is hosting “Community football days”, fun football events across the UK and masterclass coaching from Casey Stoney, English women player.
In addition, the increasing notoriety of such an event allows to encourage various social actions. For example, a new app has been developed by the European Healthy Stadia Network in collaboration with UEFA and the World Heart Federation to encourage fans to walk and bike to games. According to Peter Gilliéron, chairman of the UEFA Fair Play and Social Responsibility Committee: “UEFA is committed to helping people from all over Europe look after their hearts and lead healthier lifestyles. By demonstrating that walking and cycling are viable modes of transport on a matchday, we hope to provide more opportunities for fans to leave their cars at home.”
During this event, the women’s football has also been promoting thanks to a father-daughter football tournament in the Utrecht fan zone and through the launch of the ‘Together #WePlayStrong’ strategic plan to encourage girls to take-up and continue playing football.
