FEATURE14 November 2022
The women’s game: How Euro 2022 changed football
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FEATURE14 November 2022
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
Euro 2022 thrust women’s football – and women’s sport generally – into the limelight, with research pinpointing how attitudes to women’s sport changed. By Liam Kay.
We are living through a golden period for women’s sport. Euro 2022 could not have gone better for women’s football in England with a team ending 56 years of hurt and lifting England’s first major trophy since the men’s team won the 1966 World Cup in front of a sell-out crowd at Wembley Stadium. Millions more watched at home.
Aside from the Euros, the Women’s Super League has grown in prominence; The Hundred has reinvigorated cricket, with women’s teams given equal billing to their male counterparts; and 2025 will see the women’s rugby world cup land in England.
However, have these major tournaments and the resulting increase in media coverage shifted attitudes in the UK?
A survey by Ipsos, carried out during the tournament in July 2022 with a sample of 2, 196 adults aged 16 to 75, found that 44% of the British public – and 64% of football fans – were more interested in watching women’s football following the Euros, with ...
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