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UEFA Women’s Euro 2022 football final

Responding to the Lionesses reaching the UEFA Women’s EURO 2022 football final, Helen van Berkel, Global Head of Events from ATPI said:

“Interest in corporate hospitality and sponsorship has soared with each stage of the Women’s Euros. We’ve seen sponsors increase their activation programmes each week of the tournament, bringing huge opportunities for the events industry. England reaching the finals at Wembley this weekend means activity is truly hitting fever pitch right now. It’s important to note this a trend across Europe where we’ve seen clients increase their spend looking to capitalise on fan and brand engagement in what has been a truly incredible event for all competing nations.

“The true impact is far more long-term and wide-reaching. Women’s sports programmes are an ever-increasing integrated part of sponsorship and events campaigns, with brands recognising the value of providing meaningful ways to connect with top women’s sporting occasions. The media profile of this Women’s Euros – accelerated by the exceptional performance of the Lionesses – will ensure that women’s sport enjoys growing sponsorship and events budgets for many years to come. Events professionals need to ensure that they are reflecting the desire for greater gender balance across the portfolio of sports activations they plan into the long-term future. Football is just one sport making great strides here.”

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