🎉 WeArisma joins forces with NielsenIQ (NIQ) to, for the first time ever, measure the impact of Creator Marketing on sales.
The UEFA Women’s Euros 2025 isn’t just another major championship, it’s shaping up to be a proving ground for the world’s most progressive, culturally attuned brands. With women’s sport growing at an unprecedented pace, the brands that show up creatively and meaningfully in 2025 will set the tone for the next era of sports marketing.
Published On: July 31, 2025
What makes the Women’s Euros 2025 especially exciting is how much opportunity remains:
The Women’s EURO 2025 arrives at a rare inflection point. While women’s sport is growing at record pace, many categories remain underrepresented, offering brands the chance to lead early and define how their sector shows up.
One of the clearest signals of where brand marketing is heading came from Mary Earps MBE and her partnership with Rexona (Sure). Instead of running a traditional spot, Rexona created a TikTok where Earps put a team of young goalkeeper “recruits” through their paces in a humorous, creator-style training session.
It wasn’t glossy, but it was real, funny, and resonated with fans.
📈 Results:
5.2M engagements
216.05% engagement rate
£110.2K in Earned Media Value, from one post
@maryearps AD | Found some new recruits for the goalkeeper union, so I put them through their paces 😅 they won’t let you down ⚽️ At the #WEURO2025 with Rexona – Official Partner of the UEFA Women’s EURO 2025 #itwontletyoudown #womensfootball
It also highlights a major trend: athletes aren’t just spokespeople, they’re creators, and brand success now depends on format, tone, and talent fit.
According to a 2025 study by Parity and SurveyMonkey, women’s sports fans are 2.8× more likely to purchase products endorsed by female athletes than by other influencer types, rising to 3.5× among the most engaged fans.
This post was part of Unilever’s broader Women’s EURO 2025 activation, which includes brands like Dove, Lifebuoy, and Lux. The focus? Creator partnerships, platform-native storytelling, and athlete-led engagement. This is a shift away from static sponsorships, and toward branded content that feels like culture, not advertising.
Adidas has also laid down a roadmap for brand storytelling that goes deeper than traditional sponsorship. Their Women’s Euros campaign did more than promote a jersey, it celebrated local culture. The Germany kit drew from the country’s street art scene, turning a football shirt into a canvas of identity.
But the real magic happened when creators made it their own. From fashion influencer @carodaur’s styling moment, which generated an engagement rate of 17.93%, and fellow Adidas ambassador @aleandrafrerk’s also spotlighted the jersey, delivering £30K in EMV.
Expect 2025 to continue this trend: limited-edition drops, local relevance, and influencer-driven amplification that blurs the line between sport, fashion, and community.
@carodaur Anzeige //we are Germans @UEFA Women’s EURO 2025 edition 🫶🏼 @adidas #weuro2025
Physical activations are evolving too. In Switzerland, Adidas hosted a branded pop-up during the tournament, but its real success came through how it was digitally translated.
Women’s sport creator Nancy Baker brought the experience to life through four pieces of content, driving a standout 53.3% engagement rate. The lesson for 2025? Physical spaces should be designed as content ecosystems, where real-world experiences fuel online storytelling.
@nancebaker Adidas are so quick with the price drop too 🤣🤣🤣 #weuro2025 #woso #footballshirt #zurich
Despite the momentum, the playing field is still wide open. Many industries, from wellness and tech to home goods and travel, have yet to fully enter the women’s sports space.
Here’s what the research and expert analysis say:
High ROI: 86% of brands reported their women’s sport sponsorships met or exceeded ROI expectations.
Emotional connection drives business: WST’s Consumer View report shows 30% of consumers feel more favourable toward brands sponsoring women’s sport (versus 20% for men’s sport), and 9.96 million consumers said they were more likely to purchase from brands sponsoring women’s sport, up from 8.38 million for men’s sport.
Brand alignment matters: Partnerships grounded in purpose (e.g., family-first or self-expression themes) significantly outperform generic visibility. Brands like Il Makiage, Clinique, and Joie, aligned around themes like self-expression, family, and identity, scored significantly higher on brand affinity and consideration than legacy sponsors relying on visibility alone
Room to grow: Despite rising interest, one recent analysis found that only 9% of total sports media spending is allocated toward women’s sport, a significant gap considering its growing audience and commercial value
What does that mean? The brands that act now can lead the way, authentically, measurably, and culturally.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Discover the most groundbreaking entertainment marketing insights from our eye-opening panel discussion at ‘The State of Influence 2025 and future-proof your brand for tomorrow’s creator economy.
Media Value drives visibility, but cultural heat drives desire.
Join our community and get cultural insights, creator strategy guides, and real-world best practices.
