#RIPGRPs: Evolving the Metrics That Move Us Forward
UEFA Women's EURO 2025 has been one of the biggest sporting events of the year, with a record attendance of 657,291 spectators throughout the tournament¹.
Before the first ball was kicked, in June 2025, female interest in online football content grew by 25% in the United Kingdom and 17% in Spain compared to the same period in 2022, the year of the previous European Championship2.
The grand final brought together two great rivals: England’s Lionesses and Spain’s La Roja Femenina—two rivals that demonstrated grit and beauty throughout the tournament. The pride of their fanbases in Basel, the host city of the match, shines through in these TikTok videos, published by the English national team and the Spanish media Teledeporte.
@england Bringing the noise in Basel #england #lionesses #weuro2025 #englandvsspain ♬ original sound - England
@teledeportertve La Eurocopa empezó con ellos… ¡Y acaba de la misma forma! Las gaitas de ‘A Roda’ volvieron a sonar por las calles de Basilea para acompañar a los más de 3.000 aficionados españoles que van a disfrutar de la gran final de esta Eurocopa femenina 2025. Desde las 17:30h, España-Inglaterra en La 1 y #RTVEPlay #EurocopaRTVE #WEURO2025 #Eurocopa #futbol #football #deportesentiktok #tiktokdeportes #tiktokfootballacademy ♬ sonido original - Teledeporte
Source: Comscore Social, Content contains #WEURO2025, Selected content, TikTok, July 27, 2025
The impact on social media
The final generated an unprecedented impact on social networks. Content with the official hashtag #WEURO2025 registered a total of 10.4 million actions2 on the Instagram, X, Facebook and TikTok platforms. The top media outlets were BBC Sport with 321K total interactions over a total of 41 posts and Teledeporte with 300K total interactions over a total of 39 posts
Beyond the sporting sphere, lifestyle media also tuned in to the competition. Examples include Elle UK and Vogue Spain TikToks, where in the latter, the Spanish players took part in an interview sponsored by Nike.
@elleuk We caught up with the #Lionesses goalkeeper, #HannahHampton, ahead of the #Euros ♬ original sound - elleuk
@voguespain Un verano de Eurocopa, con ellas, es siempre mejor. Así se prepara la selección femenina para su aventura en Suiza. @Nike #VogueparaNike #eurocopa #sefutbolfem #futbol⚽️ #futbolfemenino #deporte #deportesentiktok ♬ sonido original - Vogue España
Source: Comscore Social, Content contains #WEURO2025 or #Eurocopa or #Euros, Selected content, TikTok, July 2025
The English celebration
The victorious Lionesses sparked wild celebrations, first in the stadium, then on the streets of London where 65,000 people flocked to glimpse their heroes. Online, social networks replicated this joy. Highlights like the trophy lift in Basel and coach Sarina Weigman’s duet with her favourite artist Burna Boy, in London, stood out as some of the most impactful content of the day.
View this post on Instagram A post shared by Lionesses (@lionesses)
A post shared by Lionesses (@lionesses)
@england Sarina Wiegman x Burna Boy What a duo #england #lionesses #weuro2025 #burnaboy #sarinawiegman @Burna Boy ♬ original sound - England
Source: Comscore Social, Content contains #WEURO2025 or #Lionesses, Selected content, Instagram and TikTok, from 27 to the 30 July, 2025.
UEFA Women's EURO 2025 showcased the potential of women's football and its ability to connect with diverse audiences on a large scale.
A perfect summer for England, following Chelsea men lifting the Club World Cup title just ten days earlier. This time, the chants of English fans were heard, and football came home.
To learn more about how we measure digital impact around sporting events, contact us.
Sources:
1 Attendance data from de thefootballweek.com: https://thefootballweek.com/2025/08/01/uefa-womens-euro-2025/
² Comscore PMX, Multi-Platform. Audience: Women aged 18+, IAB Digital Interests 2.0: Soccer. June 2022 and 2025, Spain and the UK.
³ Comscore Social. Posts containing “WEURO2025” across Instagram, X, Facebook, and TikTok, 27 July 2025. Extraction date: 5 August 2025
Note: Actions refers to interactions including reactions, comments, shares, reposts, likes and hearts.
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