When the Women's EUROs came to Basel

This summer felt different. I went to the opening game, a semi final and the final of the Women’s Euros in Basel, and at every one of them there was that unmistakable charge in the air. You could feel it from the first whistle. Something is changing, and it is not slowing down.

The opening match, Switzerland against Norway, was a sea of red in a sold out stadium. The crowd was loud, mixed, joyful. Flags over shoulders, songs echoing through the trams, kids with painted faces and mums in replica shirts. No edge, no posturing. Just the pure pleasure of being there.

By the semi final against France the atmosphere had shifted from excitement to belief. The Marseillaise at full volume, proper tackles, late goals, that ripple of noise that starts in one corner and rolls like electricity through the stands. You could see generations connecting. Dads lifting daughters to see. Women in their twenties swapping scarves with girls half their age. Everyone part of something that finally feels theirs.

And then the final. England winning it was perfect theatre. After years of near misses with the men’s team it felt almost redemptive. My daughter, who already adores Lia Wälti, decided on the spot that Chloe Kelly and Leah Williamson were her new heroes. She has barely taken off her England shirt since and now insists she is an Arsenal fan for life.

What struck me beyond the football was how the city felt. We met English fans on the tram home after the final who had never been to Switzerland before. They talked about how friendly everyone had been, how easy it was to get around, how much they had loved it. Basel showed itself off beautifully. Open, relaxed, proud to host. An eleven year old girl in their group asked my daughter which team she plays for. A simple question, but one that would have been unthinkable even a few years ago.

The sponsors got it right too. Lidl Switzerland’s healthy food push around the fan zones was clever and human. Swisscom and SWISS both ran campaigns that were funny and warm and the girls football tournament sponsored by JustEat was brilliant. You could tell they had thought about tone rather than just visibility. I have never understood the race to pay millions to have your logo stuck everywhere and call it engagement. Experiences matter more. Let people enjoy what your brand brings to the day, take photos, post, share. And never underestimate the power of mums.

You can sense a few sponsors are starting to reposition themselves around the women’s game. I’d imagine there’ll be a minor gold rush now, and at the next tournaments experiential will be even more prevalent.

That is what I love about this new era of women’s football. It is a space where intention still feels authentic, where brands can do something useful rather than simply be seen, and where you do not have to shout to be heard. You just have to turn up well.

If this summer proved anything, it is that women’s football is no longer the next big thing. It is the thing.