A Historic Victory for England
The UEFA Women’s Euro 2025 final delivered a dramatic and symbolic moment for women’s soccer as England triumphed over Spain in a tense penalty shootout. Chloe Kelly, already a national hero for her winning goal in the 2022 final, once again rose to the occasion. With more than 1,200 fans gathered at Boxpark Wembley and millions watching around the world, Kelly struck the decisive penalty with power and precision, sealing England’s second consecutive European championship.
The celebrations were euphoric. Songs blared, fans hugged strangers, and ABBA’s “Dancing Queen” filled the air. An open-top bus parade in London followed, a recognition that had been denied after the Lionesses’ 2022 win. The response marked a growing appreciation for the women’s game and the athletes who have transformed it.
The tournament broke attendance records with over 657,000 spectators in Switzerland. All but two matches sold out, underscoring the sport’s increasing popularity. In the United States, viewership at the quarterfinal and semifinal stages nearly quadrupled compared to 2022. For many fans, the 2025 final was more than a game; it was a milestone in the long journey of women’s soccer.
Rising Stars and Growing Audiences
As the sport evolves, players are becoming household names. England’s Alessia Russo, Lauren James, and Leah Williamson are now faces of global brands. Jerseys bearing their names were seen across London, and commercial campaigns featured them alongside stars like Spain’s Aitana Bonmatí. These athletes are no longer just competitors; they are influential figures in sports marketing.
Women’s soccer is now seen as a viable profession. Fans at Wembley shared memories of when players needed secondary jobs to support themselves. Today, full-time careers in soccer are possible, thanks to better funding and visibility. Still, the disparities remain stark. While the Women’s Euros prize pot grew to €41 million, it remains far below the €331 million awarded in the men’s competition.
Despite the increase, this financial gap highlights the continued inequality within the sport. Yet, the upward trend is undeniable. Tournaments are more competitive, and dynasties like the USWNT are facing stronger international rivals. Spain, despite its loss in the final, is still considered one of the best teams in the world following its 2023 World Cup win and recent structural reforms.
Contrasts Across Continents
Not all regions are progressing equally. While Europe celebrates record-breaking attendance, South America’s 2025 Copa América Femenina has faced harsh criticism. Matches in Quito, Ecuador, were played in near-empty stadiums, and players voiced concerns over poor conditions, including lack of marketing, inadequate warm-up areas, and absence of VAR during the group stage.
Brazilian legend Marta publicly questioned the professionalism of the tournament, while current star Ary Borges remarked that even amateur competitions are better organized. Under pressure, CONMEBOL allowed limited on-field warm-up time, but the situation reflected broader structural neglect.
The problems extend beyond South America. The Women’s Africa Cup of Nations suffered a year-and-a-half delay between qualifiers and the main event due to scheduling conflicts with the Olympics. Although Nigeria received the largest prize in WAFCON history, the $1 million award is only a fraction of the men’s tournament payouts.
Progress With Uneven Momentum
Despite the global growth of women’s soccer, systemic challenges remain. UEFA President Aleksander Čeferin only attended the opening and final matches of Euro 2025, a sharp contrast to his presence at nine games during the men’s tournament. UEFA explained the decision was planned from the start, citing scheduling and symbolic presence, but the message reinforced a sense of unequal treatment.
These patterns are not isolated. Alex Culvin, director of global policy for women’s football at FIFPRO, described the situation as a global issue. Though many countries have made advances, others are still catching up, both in infrastructure and institutional commitment.
The landscape of women’s soccer has changed dramatically since 2022, but there is still work to do. As attention turns to Brazil for the 2027 Women’s World Cup, the question remains whether momentum will continue—or whether the gap between progress and neglect will widen.