Jenny Mitton, the women’s sport lead at M&C Saatchi Sports and Entertainment, joins Eoin Connolly and SportsPro news editor Tom Bassam to preview Uefa Women’s Euro 2022.
They look at the expectations being set for the tournament over the next three weeks, the impact it can make in host nation England, and the commercial development of women’s soccer. Mitton also explains what is being learned about the competition’s fanbase - which combines hardcore followers and big eventers - and how brands are approaching the opportunity.
Then, they ask what will come next for the women’s game in Europe and beyond.
