July 2 – Elite football in the form of major tournament returns to Switzerland for the first time since 2008, with Euro 2025 and the quest for continental glory set to take over the Alpine nation this July with more than 600,000 tickets sold and increased prize money on offer for the 16 finalists.
Switzerland may not be the complete football nation, but the hosts are gearing up for a summer of football with the Nati opening the tournament on Wednesday against Norway in Basel.
In the host cities, football fever is palpable with signage, banners and ads everywhere. That’s been reflected by the bumper tickets sales: 22 of 31 matches sold out with an uptake of more than 600,000, a new record.
More fans in Switzerland will watch the tournament than at Euro 2022 when England triumphed on home soil with Wembley and Old Trafford as marquee venues. It’s impressive for a country where football isn’t as dominant as in other European nations.
International fans have also bought in, accounting for 35% of the ticket sales. Germans (61,000 tickets), English (41,000 tickets), French (16,000 tickets), Dutch (15,000 tickets) and Americans (5,000) are among the top buyers, so expect the Swiss streets to become a sea of colourful fans.
The host nation will play their three group matches in front of sell-out crowds. To start with at St Jakob Park in Basel, which holds 36,500 seats. It’s not Wembley, but Swiss organisers need not fear some of the tiny attendances or empty seats that were a feature at Euro 2022.
UEFA has budgeted €128 million in revenue from the tournament, double of the previous finals, which were considered the best ever. The confederation expects €72 million from media rights, €41 million from commercial rights and €15 million from ticketing.
The prize money has increased exponentially with €41 million on offer, up from €16 million in 2022. Clubs will get compensation for releasing players but players will also benefit directly. That should help advance professionalism and the hope among organisers is that results in the tournament will reflect a more level playing field. Debutants Poland and Wales may be among the weaker teams but if they can hold their own, it will be a sign of progress.
Spain, whose strength in depth and playing style is the envy of the rest of the continent, are the tournament favourites. The world champions might be worried about the fitness of Aitana Bonmati, but even so, they should have enough to at least reach the final. Germany, England and France are the other main contenders, but they all have their own strengths and weaknesses. A lot of teams are in a transition phase, which means this tournament could be hit or miss for some countries.
As in every major tournament, much depends on the host nation to keep the party going. The Swiss have turned to veteran manager Pia Sundhage to get their side in shape for the competition but the team has been blowing hot and cold. Will home advantage be enough to give Switzerland an edge?
England’s success on the pitch was fundamental for the success of Euro 2022 which was considered a watershed moment in the women’s game. Switzerland then know what to do.
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