What the Women’s Euros taught us about Gen Z and millennial women

This summer gave us a rare opportunity to track cultural change as it happened: the impact of the Women’s Euros on women’s relationship with sport.  

By running two surveys with our proprietary panel, one in June before the tournament began and one in July after the Lionesses’ historic victory, we were able to capture how quickly fandom, recognition and cultural meaning can evolve. The results show not only a growing passion for women’s sport but also the wider implications for representation, empowerment  and brand engagement.  

A genuine interest vs a topical trend  

Although we were tracking the impact of a major tournament, most  women we surveyed play and watch regularly. Consistently, pre and post the tournament,  only 28% never play sport and just one in five described themselves as “not a fan of any sport” (22%), with football (46%) and tennis (46%) emerging as the most widely followed sports, closely followed by athletics (36%), gymnastics (27%)  and rugby (27%).  

The routes into fandom are also worth noting. Nearly half said their interest was sparked by family, while others pointed to having attended live events (32%) or  say they were  introduced by friends (29%). This is an  always-on interest with deep social connections rather than  a trend or a fad.  

The commercial story is just as compelling. Most women (78%) we asked responded positively when brands supported women’s sport and this support goes beyond symbolism – almost one in seven told us it had influenced a purchasing decision. Only a small minority (8%) viewed such sponsorships as empty marketing due to suspicions of it being virtue signalling vs real support.   

The Lionesses effect: a shift in one month  

The Women’s Euros acted as an accelerant. In June, before the tournament, 46% of respondents identified as football fans. But by July, after the Lionesses’ triumph, that figure had jumped to 55%. The meaning of sport itself also shifted: more women described enjoying it for its athleticism (+8%), more valued positive female representation (+31%) and more said that watching women’s sport felt empowering (+26%).  

Perhaps the  most striking evidence came in spontaneous recall. Before the Euros, only seven female footballers were mentioned by name. After the tournament, there were 62  mentions. Players such as Chloe Kelly, Lucy Bronze, Michelle Agyemang, Leah Williamson  and their teammates had become household names almost overnight. The scale of the transformation speaks volumes about how representation and success intersect to impact  culture.  

Why this matters  

Our research shows that women are not only playing and watching sport but are seeking skill, empowerment and role models who reflect their values. When they see these qualities represented, on the pitch and aligned with brands, they will respond with enthusiasm and loyalty.  

For brands, the implications are clear. Supporting women’s sport is no longer a question of corporate responsibility or box-ticking. It is a cultural and commercial opportunity. The question is whether brands are ready to play their part.  

At Think Stylist, we track these shifts as they happen, helping brands not just  to  see the change, but act on it. To ensure you never miss an insight, sign up to our newsletter Muse to ensure you always know what she’s  thinking.