The UEFA Women’s EURO 2022, hosted across England, had a surprisingly notable ripple effect far beyond the stadiums – particularly for Switzerland. A recent report detailed the economic benefits experienced by the country, demonstrating the growing financial power of women’s sports and large-scale sporting events.

A CHF 25 Million Injection

switzerland, though not a host nation, directly benefited from the tournament to the tune of approximately CHF 25 million (roughly $28.5 million USD as of September 12, 2023). This economic impact stemmed primarily from increased tourism and spending by Swiss fans traveling to England to support their national team. According to UEFA data, Switzerland saw a substantial increase in outbound travel related to the tournament.

Swiss Fan Engagement Drives Spending

The Swiss national team’s performance – reaching the quarter-finals – played a crucial role in driving this economic activity. An estimated 8,000 Swiss supporters made the trip to England, contributing significantly to sectors like hospitality, transportation, and retail in host cities. The longer Switzerland remained in the competition, the greater the economic benefit.

Broader Economic Indicators

The positive impact wasn’t limited to direct tourism spending. The tournament also generated increased media coverage and public interest in women’s football within Switzerland. This heightened visibility is expected to have long-term benefits, possibly attracting more sponsors, increasing participation rates at the grassroots level, and fostering a more robust ecosystem for the sport.

Lessons for Future Bids

The success of the Women’s EURO 2022 in generating economic benefits for non-host nations like Switzerland provides valuable insights for future tournament bids. It underscores the importance of strong national team performance in maximizing economic returns and highlights the potential for significant tourism revenue even without hosting matches directly. Switzerland is now better positioned to assess the potential economic gains should they bid to host future major women’s sporting events.

A Growing Trend

This economic impact aligns with a broader trend of increasing investment and revenue in women’s sports globally. As viewership and participation continue to grow, the economic benefits associated with these events are only expected to increase, making them increasingly attractive opportunities for host nations and contributing economies alike.