On July 6th, the England and Northern Ireland teams go into battle in the Women’s Euros tournament which (hopefully) will culminate on July 31st with one of these two teams lifting the trophy.

With due respect to the Northern Ireland contingent England do stand the better chance of doing this, but regardless of who actually wins this tournament will be a fantastic event.

Women’s football has seen a meteoric rise in awareness since the BBC and Sky signed a Broadcast deal with the Women’s Super League in March 2021, worth an estimated £24 million across three seasons. This investment has helped raise the profile of the sport and introduced a new younger female audience to the game as well as educating the more traditional football fan on the merits of female football. This is leading up to the European tournament which the BBC will be showing exclusively across the period on linear TV and BBC iPlayer helping to further increase reach, awareness, and undoubted increased viewing figures versus previous tournaments.

C-Screens will also be covering the tournament at a number of their large format Summer Live jumbo screens at sites across the country, increasing the reach of the tournament across the summer. At a time of year when linear impacts tend to dip because of the summer weather, the ability of C-Screens to showcase the event alongside the other summer sports such as Wimbledon, International cricket and the Commonwealth Games can only be seen as a benefit to consumers wanting to support the nation across the period.

By Steve Chambers | Commercial Director