In 2024, the Wales Women’s football team made history by qualifying for their first-ever major international tournament and captivated record crowds along the way.
On the road to the UEFA Women’s EURO 2025 finals, Ticketmaster Sport worked closely with the Football Association of Wales (FAW) to launch a targeted campaign aimed at increasing the visibility of Wales’ qualification games and driving incremental ticket sales.
The multi-channel initiative kicked off by promoting Wales’ qualifier against Kosovo and play-off first round match against Slovakia, culminating in an effort to drive a record attendance at their home play-off final against the Republic of Ireland. All three matches were promoted across Ticketmaster’s spotlights, sports guide, email newsletters and social media platforms, with a clear call to action encouraging sports fans and families to attend the games and be part of the team’s historic journey.
In November, the first leg of the EURO play-off final at the Cardiff City Stadium attracted a record-breaking 16,845 spectators – setting a new attendance record for the team and marking a historic moment for women’s football in Wales. This milestone not only showcases the growing support for women’s football across the country but highlights the impact of marketing campaigns encouraging new audiences to attend women’s sport.
“We truly appreciate Ticketmaster Sport’s support in promoting Cymru’s matches during our UEFA EURO 2025 qualifiers. Their channels, integrated into our broader marketing strategy, contributed to increased attendances, reached new audiences and helped us set a new all-time record. We look forward to their continued support for upcoming Cymru matches.”
Julie Parienti, Marketing Manager, Football Association of Wales
Since the team’s qualification, Ticketmaster continued to support the FA of Wales with ongoing marketing efforts for their UEFA Women’s Nations League match against Sweden at the STōK Cae Ras in Wrexham, the world’s oldest international football stadium, which took place Tuesday 25 February. As their first home game since securing a spot at the Euros, the campaign aims to boost fan engagement and build on last year’s momentum as the team prepares to head to Switzerland this summer.
