The deal
In a deal announced last Sunday, it was confirmed that US media giant Fox will provide coverage of the 2025 UEFA Women’s European Championships soccer tournament.
US media giant Fox, a group of linear pay-TV networks and operator of Fox Sports, has acquired these rights in place of sports broadcaster ESPN, which covered the 2022 Women’s Euro. It is anticipated that there will also be highlights and digital clips available across the broadcaster’s platforms.
This agreement means Fox is covering the next three editions of the Euros, including the ongoing men’s Euro 2024 and the 2028 tournament – of which the rights are estimated by GlobalData to be worth $270 million.
In addition to the men’s Euro, Fox also broadcasts the FIFA World Cup (men’s and women’s), South America’s Copa America, and the North and Central American Gold Cup.
Deals for Euro 2025 have also been secured in Spain, France, and Sub-Saharan Africa, with CAA Eleven acting as UEFA’s rights sales partner for its national team competitions from 2022 to 2028.
Why it matters
Fox’s 2025 Women’s Euro deal is a strategic move that reaffirms its position as a major US player across international soccer broadcasting.
By securing these rights, Fox strengthens its position as the go-to broadcaster for international and European soccer, adding to its portfolio that also includes select Major League Soccer games.
With the 2026 men’s FIFA World Cup set to take place in North America, the US audience’s interest in international soccer is poised to grow even further. Fox’s acquisition of UEFA rights is a strategic move to capitalize on this growing interest.
For UEFA, meanwhile, this deal is likely to be a significant revenue source. The large audiences attracted to Fox by the European tournament so far, along with the associated advertising revenue, mean that Fox would be willing to pay substantial sums. Alongside this financial benefit, partnering with a major network like Fox can elevate the tournament’s profile in the US market.
The growth of soccer’s popularity in the US, illustrated by the increasing rights fees for soccer, also is a critical factor in this deal.
Conrad Wiacek, head of analysis at GlobalData Sport, underpins this, stating: “The English Premier League receives half of its international rights from the US through its deal with NBC, and Fox is broadcasting the Euro 2024 tournament currently, which speaks to the popularity of the sport even without a domestic interest.
“The growth in soccer’s popularity in the US could be seen to be a direct result of the success of the US Women’s Soccer team across various World Cups and Olympics, so Fox taking on broadcasting rights for the Women’s European Championship once again highlights not only the growth of soccer’s popularity across the US but specifically the popularity of women’s soccer.”
Fox is experiencing record viewership for its coverage of Copa America and Euro 2024, but has also been under scrutiny due to incomplete broadcasting. After it sub-licensed five group-stage games to the streaming service Fubo TV, including the Hungary-Switzerland game, fans experienced broadcasts showing just the time and score.
Audiences have also – in some quarters – questioned what the quality of the studio coverage for the 2025 Euro will be after the Euro 2024 broadcasts have received mixed reviews.
The details
The 2025 Women’s Euro, featuring 16 teams, will be held in Switzerland from July 2 to 27.
It is expected to be a popular and audience-friendly event, with hosts Switzerland aiming to sell out every game. UEFA has secured sponsors such as Alipay, the Alibaba-owned payment app, alongside brands such as Fanatics and Topps.
Notable sponsors of solely the women’s UEFA tournaments are Amazon and PepsiCo in deals worth an estimated $5 million annually.
Viewership for the finals of the 2022 edition of the Women’s Euro, where Germany was defeated by England, delivered an average audience of 971,000 viewers for ESPN.
ESPN, Fox, and Warner Bros. Discovery are aiming to launch a collective sports streaming service, a joint venture known as Venu Sports, in the fall of 2024. It is unknown which, if any, of the 2025 Women’s Euro games will be available on the platform.
