Our latest research shows that both men and women overwhelmingly felt proud of the Lionesses’ victory in the UEFA Women’s Euro 2025 (67% men, 71% women) and that half of men (50%) and women (53%) say they are now more likely to actively support women’s sport.
Crucially, men and women are finding common ground in their appreciation of women’s sport. Identical numbers (30%) say they are motivated to support it because it provides ‘role models people can relate to or admire,’ while similar numbers value the teamwork, spirit and sportspersonship. (30% men v 28% women).
However, the research highlights that while most men and women share these core beliefs, their motivation for supporting women’s sport have some differences:
- Both men (49%) and women (55%) are primarily motivated by a belief in gender equality and fair opportunities.
- After this, the next biggest driver for women is the desire to inspire the next generation of girls and women (33% vs 23% of men).
- Whereas the next biggest motivator for men is the quality, skill and excitement of the games (35% vs 26%).
Encouragingly, six in ten men (64%) said that the Lionesses showed that women are just as capable as men in sport and seven in ten men (71%) agreed that women’s sport is ‘different to men’s sport and great in its own right’ – a sign of growing recognition that women’s sport doesn’t need comparison to thrive.
The summer of women’s sport must be more than a moment - it must spark a grassroots revolution.
Stephanie Hilborne, CEO of Women in Sport
Stephanie Hilborne, CEO of Women in Sport, said:
“The Lionesses’ incredible victory united the nation. What’s so encouraging is seeing men and women not just celebrating together, but also stepping forward with renewed motivation to support women’s sport. Whether driven by the thrill of the game or by what it means for the next generation, the majority of the country is behind women’s football now. We have reached a tipping point.
“We must use this momentum to fill stadia at WSL games and create more team sport opportunities for girls. This means girls teams in community clubs, more female coaches at every level, better PE and school sport for girls and equal access to sport in every community. Importantly, we cannot let the momentum subside as the spotlight comes off the Red Roses. The positive reaction to the summer of women’s sport must be more than a moment – it must spark a grassroots revolution to help give our girls the chances they deserve and counter the anxiety epidemic.”
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50
% of men
are now more likely to support women's sport
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67
% of men
felt proud of the Lionesses 2025 Euro win
Women in Sport is calling for the summer of women’s sport, now focused on the Women’s Rugby World Cup, to be more than a moment. Whilst progress must be celebrated, deep-rooted inequality persists. Currently, only 45% of girls in England meet recommended activity levels and girls are 24% less likely than boys to play team sport, not because of a lack of ambition, but due to lack of access and opportunity.
