Sweden Prepares for EURO 2025 Public Viewing Experience
Sweden gears up with over 200 venues licensed for public viewings of EURO 2025 matches.
Key Points
- • UEFA Women's EURO 2025 starts on July 2, 2025.
- • Sweden's national team is in Group C with Denmark, Poland, and Germany.
- • Over 200 venues have secured licenses to show the matches.
- • Allente manages viewing licenses on behalf of Viaplay and SVT.
The anticipation for UEFA Women's EURO 2025 is palpable in Sweden, with pubs and restaurants gearing up to host fans as the tournament approaches. Set to commence on July 2, 2025, the event is expected to showcase the strength of women's football, with Sweden's national team positioned in Group C alongside Denmark, Poland, and Germany. Sweden's first match will be against Denmark on July 4 at 18:00.
To facilitate public viewing, over 200 venues across the country, from Ystad in the south to Luleå in the north, have secured licenses to screen the matches, a number that is steadily increasing. Allente, which manages these licenses on behalf of Viaplay and SVT, indicated a notable surge in interest from establishments wishing to broadcast the games, reflecting a broadening appeal for women's sports. Victor Liljeroth, Allente's Chief B2B Officer, emphasized the growing enthusiasm, stating that this interest is unprecedented and signals a promising era for women's football.
The tournament, running until July 27, 2025, will feature 16 participating nations and will be co-broadcast by Viaplay and SVT. The preparation for this year's EURO is not just about football; it's also a celebration of community and camaraderie as fans come together to cheer on their teams.