LONDON, UK – Ocean Outdoor, a leading Digital Out of Home (DOOH) media company, has announced a strategic partnership with mobile network provider EE to broadcast curated highlights from the UEFA Women’s Euro 2025 competition across large format screens in 11 cities throughout the United Kingdom.
Set to commence on July 3rd, this extensive campaign aims to significantly broaden the reach and visibility of women’s football. The initiative targets a diverse audience, including dedicated sports fans, light television viewers, and the wider public, specifically designed to complement and amplify the commercial television evening peak live coverage on official broadcast partner ITV.
Amplifying the Tournament’s Reach
The UEFA Women’s Euro 2025 tournament is scheduled to take place in Switzerland from July 2nd to July 27th, featuring 16 national teams vying for the coveted European title. Ocean Outdoor and EE’s collaboration will bring key moments from the event directly to urban centres, showcasing a selection of 31 ‘big match moments’ through dynamic video content displayed on prominent DOOH locations.
This innovative use of Out of Home media is intended to capture public attention in high-footfall areas, generating buzz and driving engagement ahead of and during critical match timings. By presenting compelling clips from the tournament, the campaign seeks to convert casual observers into interested viewers and ultimately, fans of women’s football.
Spotlight on Competing Nations
The tournament features a competitive field, including reigning champions England’s Lionesses. The Lionesses have been drawn into Group D, where they will face formidable opponents. Notably, their group also includes Wales women, who are making their historic first-ever appearance in an international tournament of this magnitude.
A highly anticipated fixture within Group D is the clash between England and Wales, scheduled for July 13th at 8pm local time. This particular match is expected to draw considerable attention, and the DOOH campaign will play a role in highlighting such key encounters to the UK public.
EE’s Commitment to Women’s Football
EE’s involvement in this broadcasting partnership underscores their ongoing commitment to supporting and developing women’s football, building upon their established work with girls in the sport. Their collaboration aligns with their prominent ‘Everyone needs a squad’ message, which promotes participation and community within football.
This partnership reflects a growing recognition within the industry of the importance of corporate sponsorship in driving the advancement of women’s sports. Recent research indicates a strong expectation from women’s football fans for sponsors to actively contribute to the sport’s growth. Specifically, 70% of fans surveyed believe that sponsors significantly boost the visibility of women’s football, while 68% feel that sponsor involvement helps the sport reach new audiences.
The Ocean Outdoor and EE initiative directly addresses these expectations by utilizing a high-impact media format to put the UEFA Women’s Euro 2025 in front of millions across the country.
Kicking Off a Summer of Sport
This broadcasting initiative marks the official launch of Ocean Outdoor’s comprehensive summer of sport schedule. Following the UEFA Women’s Euro 2025 coverage, Ocean’s screens will feature content related to other major sporting events, including the Women’s Rugby World Cup, which is set to take place in August. The company is also preparing for the official opening of a dedicated fan zone in September, further solidifying its role in connecting audiences with major sporting moments through Out of Home media.
By leveraging the power of large format digital screens in key urban locations, Ocean Outdoor and EE are set to make the UEFA Women’s Euro 2025 a highly visible event across the UK, aiming to inspire new fans and celebrate the achievements of the participating teams.
