The organisers of this summer’s Women’s Euro 2022 want to deliver a record-breaking tournament and, before a ball has even been kicked, they are achieving their goal.
With exactly 100 days to go until the European Championship kicks off in England and already ticket sales have smashed previous records.
Over 350,00 tickets have been sold via pre-sale and ballot, but after going on general sale today that number should swell and get closer to the 700,000-plus available.
Either way, the previous best of 240,045 tickets sold (at the last Euros in Holland in 2017) has already been beaten - and organisers have more records in their sights.
“We are already breaking records for the event and our objective is to sell as many tickets as possible,” says Chris Bryant, head of tournament delivery for this summer’s Women’s Euros.
“Selling out Old Trafford for England’s opening match against Austria would also break the attendance record for a match at a Women’s Euros (currently 41,302).
“We could break that record in our first game - and then break it again with the final at Wembley, regardless of who is playing in it. Record-breaking is certainly an objective we’ve got.”
Bryant has experience of working on major tournaments, including Olympic Games, Rugby World Cups and last summer’s men’s Euros, and he insists this summer’s tournament is getting the same treatment.
“The level of delivery that we are talking about to deliver this event is much closer to the men’s Euros than it will have ever been before,” he says.
“This is a major event and that comes with everything around it - the staff, the overlay going into venues, the facilities we are putting on for the teams, the spectator experience for fans, the volunteer programmes. It’s all there. It’s all representative of a big, major event.”
The demand certainly seems to be there for the tournament to warrant such treatment. Every England game is expected to sell out and so far ticket purchasers have come from 89 different countries.
Big sponsors have come on board too, such as LinkedIn, Pandora and The Lego Group, with another major partnership deal expected to be announced this month.
The key for organisers is to make games accessible. Consequently, tickets are priced between £5 to £50. A family of four will be able to watch a match for just £30, or £45 for England games, a semi-final or the final.
“You are going to come and watch the very best of world football, not just European football,” says Bryant. “You’ve got four of the top five teams in the world at this tournament.
“We want people to enjoy watching the Women’s Euros, but we want them to come back and watch women’s sport time and time again in the future.
“I think that journey can start for many people this summer.”
London will be at the heart of the tournament, with organisers choosing to mark the 100-day milestone in Carnaby Street by unveiling giant women’s table football players.
The final will take place at Wembley and could break the record for the highest attendance at a women’s match held in Europe, which is currently 80,203 from USA vs Japan in the final of London 2012.
“London unquestionably has a huge role to play, not least in hosting the final and everything that comes with that. That’s incredibly important,” says Bryant.
“There will be activities around the city, stuff in Trafalgar Square to engage the wider population.
“London has got such good experience in delivering major events. The power of London is pretty impressive to hosting major events.”
Organisers will look to call upon the volunteer spirit of London 2012, with a workforce of 2,000 due to be all over the country at the 10 stadiums being used.
“In this country volunteers play a big part in major events,” says Bryant. “They add that something extra to the atmosphere.”
The entire mood around women’s football is buoyant right now. The domestic game is thriving and England playing hosts this summer has, in many people’s eyes, come at the perfect time to capitalise on recent growth.
“I do think this tournament comes at a fantastic moment during the journey of women’s football in this country,” says Bryant.
“The role of this tournament is to amplify the work everyone is doing and shine a spotlight on it.
“We are on track to have a record-breaking tournament and I think it will be a very special summer.”
