With the UEFA Women’s EURO approaching, the momentum behind women’s sport is undeniable.

But how is this progress perceived across the UK? To explore this, RED C surveyed a nationally representative sample of 2,081 UK adults.

Download a one-page summary here

Key Insights:

Women’s sport is still seen as second tier

• Despite significant advances, many still view women’s sport as lagging behind: 48% of UK adults believe women’s sport will always be second tier to men’s sport.

Excitement for the Women’s EURO 2025 is relatively limited overall, but there are key pockets of higher enthusiasm—especially among Londoners and parents

• 20% of the UK public say they’re excited for the tournament.
• Enthusiasm is notably higher among Londoners and parents with young children.

Parents are a key potential commercial audience

• Parents with children under 18 show stronger emotional and commercial engagement:
• 36% feel inspired by female athletes to participate in more sport (vs. 21% of non-parents).
• 43% see brands sponsoring women’s sport as forward-thinking and inclusive (vs. 31% of non-parents).

The opportunity for brands is real but requires clear purpose

• Audiences are ready to reward brands that invest in women’s sport authentically.
• From passionate fans to engaged parents, high-value groups are primed to act—but success demands more than just showing up.  It takes meaningful investment, inclusive messaging and clear brand purpose.

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