"Germany, eight-time winners of this competition, are hosting their first women's Euros since 2001 and a lot of the focus has been on the German FA's (DFB) aim to make the tournament the first profitable women's Euros. The symbolism of a 'profitable' women's Euro is powerful, but it's not a guarantee of long-term health. Profit in 2029 must be judged by what it leaves behind for girls and women in Germany, not just by a closing balance sheet,"
"Sotiriadou believes that if Germany can hit or exceed the one-million ticket target, uplift media rights values, and lock in a smart, multi-year sponsorship portfolio, turning a profit is realistic. A profitable women's Euro can either be a headline or a turning point. The difference will be whether those profits are ring-fenced for women and girls, or quietly absorbed into existing structures."
Germany is hosting the Women's European Championship and the German FA (DFB) aims to make the tournament the first profitable women's Euros. Popi Sotiriadou, an associate professor and expert in the business of women's sport, warns that profit in 2029 must be judged by what it leaves behind for girls and women in Germany, not just by a closing balance sheet. The DFB's plan hinges on selling more than one million tickets, financial commitments from host cities, and support from German businesses. Achieving ticket targets, lifting media rights values, and securing multi-year sponsorships could make profitability realistic. The 14 Bundesliga clubs launched the FBL to professionalize the women's league without DFB alignment, and the fate of the DFB's €100 million commitment remains unclear. Alex Culvin of FIFPRO expects investment will drive eventual profitability.
Read at www.dw.com
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