The Cymru Women’s National Football Team qualified for their first major tournament final in the summer of 2025. To assess the impact of Cymru Women taking part in EURO 2025 in Switzerland, the Football Association of Wales (FAW) commissioned Beaufort to monitor public awareness, knowledge and enthusiasm  about the Women’s National Team taking part in the final. They also wanted to gauge the impact that participation in the tournament might have on the public’s likelihood to engage with women’s football in future, whether supporting the team, attending matches or watching them play on TV.

Beaufort carried out 4 waves of research with the Welsh public using Beaufort’s Wales Snapshot survey to monitor these trends closely before, during and after the tournament. Each wave of the online Snapshot survey was conducted with a fresh sample of 500 adults and the sample was designed to be representative of the Welsh population. Because Snapshot survey results are available quickly the FAW could see how these measures changed while the tournament progressed.

The first benchmark wave was conducted a few weeks before the tournament started. The second wave was conducted after FAW’s announcement of the Cymru Wales squad on the top of Yr Wyddfa (formerly known as Mount Snowdon). The third wave of the survey was conducted half way through the tournament after Cymru women had played all their group stage games. The fourth and final wave was conducted a week after the tournament had finished.

By carrying out a series of dipsticks we could monitor trends in awareness levels, attitudes and engagement as the tournament unfolded and it allowed us to assess the impact of the FAW’s marketing activities around Cymru Women’s participation in the tournament. The survey findings showed strong support for Cymru Women and growing awareness of their participation in the tournament. Recognition of individual players and the manager also increased over the course of the Final. The increase in anticipated engagement with the Cymru Women’s team in future indicated that their participation in the tournament will lead to a lasting legacy. FAW won a global award for Best Women’s Football Initiative for their campaign.

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