Why the UEFA Women’s Euro 2025 Is Thriving - While WAFCON and Copa América Femenina Struggle to Keep Up

The summer of 2025 has been a landmark for women’s football, but not for everyone. While UEFA Women’s Euro 2025 is packing out stadiums and dominating headlines, two other major tournaments, the Women’s Africa Cup of Nations (WAFCON) and Copa América Femenina, are quietly unfolding with far less fanfare, sponsorship, or support.

The talent is undeniable across all three tournaments. But the gap in investment, infrastructure, and visibility is too wide to ignore. So what’s propelling the Women’s Euro into the global spotlight, and what’s holding the others back?

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UEFA’s Game Plan Is Paying Off

The Women’s Euro 2025 is breaking records before even reaching the knockout stages. Hosted in Switzerland, the tournament sold over 600,000 tickets before the first match and has seen multiple games sell out entirely.

Behind this success is a long-term vision and serious financial backing. UEFA increased the prize money pool to €41 million, up from €16 million in 2022. That includes guaranteed funds for all participating teams and additional compensation for clubs whose players are called up.

Sponsorships are also booming. With brands like Amazon, Visa, PepsiCo, and Lidl onboard, UEFA has shown how decoupling women’s sponsorship rights from the men’s game can unlock real commercial value. And with matches broadcast in nearly 200 countries, fans can actually watch and engage in something still out of reach for many tournaments outside Europe.

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WAFCON 2025: Fighting an Uphill Battle

In contrast, the Women’s Africa Cup of Nations (WAFCON) is rich in energy and talent but struggling with fundamentals, such as pay, promotion, and even pitch quality.

Yes, prize money has improved. CAF increased the winner’s purse to $1 million, which is historic for the tournament. But in real terms, that’s still less than 3% of what UEFA is offering. Sponsorship has also declined, with key partners like Sasol stepping away and no major replacements stepping in.

Broadcasting is another sore spot. Coverage varies wildly from country to country, and many fans rely on clips or unofficial streams to follow games. Without consistent visibility, there’s little incentive for sponsors to invest, and little opportunity for players to gain exposure.

Most worryingly, many players are still owed back pay from previous tournaments. That kind of financial insecurity has a huge psychological toll, especially when athletes are risking injury and livelihood to represent their countries.

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Copa América Femenina: Talent Without a Platform

South America’s top tournament, the Copa América Femenina, is also falling short, despite the presence of giants like Brazil and Argentina.

The prize money hasn’t increased since 2022, remaining at $1.5 million for the winners. Corporate support is limited, with Betano as the sole major sponsor. In some countries, matches are televised; in others, they remain unseen.

The result? Players who’ve trained for years are playing in half-full stadiums, with little media attention and even less financial reward. Many athletes juggle football with part-time jobs or study, and only a minority earn enough to live on football alone.

This lack of investment also impacts development. While Europe builds academies and club pathways, many South American players rely on sheer determination and local support to even reach the national level.

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It’s Not Just Money, It’s Mental

The disparity isn’t just financial, it’s emotional. The athletes know they’re good enough. But without the crowds, cameras, or contracts, many feel undervalued and unseen.

At the Women’s Euro, players talk about the boost of walking into full stadiums, being treated like professionals, and seeing young girls wear their shirts. In WAFCON and Copa América, that experience is far less common. Even basics like proper training facilities, timely pay, and post-match recovery aren’t guaranteed.

This can create a mental strain that affects performance, confidence, and career longevity. For many, the emotional high of scoring for their country is quickly replaced by the stress of financial uncertainty or limited career prospects.

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What Needs to Change

So, how do we address this? Here are a few critical steps that federations, sponsors, and broadcasters need to take now:

• Invest Like You Mean It: Increase prize money, improve conditions, and support club-level women’s football year-round.

• Broadcast Everything: Without visibility, there’s no growth. Federations must partner with global and regional networks or create streaming options.

• Diversify Sponsorships: Betting brands alone won’t elevate the game. It’s time for tech, fashion, retail, and health companies to get involved.

• Support the Players: Provide guaranteed pay, healthcare, and mental health resources. Playing for your country shouldn’t come at a personal cost.

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A Rising Game Can’t Leave People Behind

The Women’s Euro 2025 is an inspiring example of what’s possible when women’s football is taken seriously, not just by fans, but by the institutions that run the game. But it also highlights a glaring truth: the rest of the world is being left behind.

WAFCON and Copa América Femenina deserve the same platform, the same respect, and the same opportunity to grow. The players aren’t the problem. The infrastructure is.

If global football truly believes in equality, then it’s time to put that belief into action, not just in Europe, but everywhere.