Behind the scenes
Game It Like Beckham – women into football games
by Tobias Heller
Women buying more football products on the back of Euro 2025
23.7.2025
Translation: Jessica Johnson-Ferguson
Switzerland’s gripped with football fever. This summer, all eyes are on women in football – and they seem to be inspiring women across the country. An analysis by Galaxus reveals: the proportion of women buying football gear has reached an all-time high.
The women’s Euro in Switzerland is entering the hot phase. For weeks now, the focus has been on the stars of women’s football, with Swiss national TV hitting record viewing ratings (video in German). Women’s football seems to have gone mainstream once and for all.
The hype is also noticeable in Galaxus customers’ shopping behaviour. Never before has the proportion of female customers buying items from the football range been so high. Five years ago, women still only accounted for just under two out of ten pairs of football boot sales. In the past two and a half months, it’s been one in three pairs. What’s more, women have almost caught up to men when it comes to ordering footballs and even overtaken them with the number of football shirts they bought.
The absolute sales figures show: Switzerland’s crazy about football. The demand for football boots is currently as high as it was during the 2024 men’s Euro and even higher for footballs.
It’s a different story when it comes to fan paraphernalia. The demand’s dropped significantly compared to the peak during the 2024 men’s Euro – especially for football shirts and flags.
Instead, the Swiss population’s been showing its patriotic side during the women’s Euro. Nine out of the ten best-selling shirts on Galaxus are from the Swiss national team or fan shirts. The Albanian home jersey for the men’s Euro is the only one to defy Switzerland’s dominance.
By contrast, hardly any jerseys from other women’s national teams have been sold.
Has this year’s Euro inspired you to kick a ball about? Or would you rather enjoy a football-free summer for once? We’re looking forward to reading your comments.
Header image: Shutterstock
Tobias Heller
Communications Manager
Tobias.Heller@digitecgalaxus.chSport
Follow topics and stay updated on your areas of interest
