As excitement builds around UEFA Women’s EURO 2025, rising ticket demand is just one indicator of how women’s football – and women’s sport more broadly – is reshaping the live entertainment economy. But what does meaningful growth actually look like in practice? And how can the sector avoid repeating the pitfalls of legacy models?
Tammy Parlour MBE, co-founder and CEO of the Women’s Sport Trust, has spent over a decade championing visibility, value and long-term strategy in women’s sport. Speaking to Insider Sport following viagogo’s insights event in London, Parlour reflected on the major shifts taking place in how fans engage with women’s football — and what sports leaders must do to convert short-term surges into long-term sustainability.
In a wide-ranging conversation, Parlour shared her thoughts on what values-led growth really requires, why platforms like viagogo can play a useful role in market maturity, and how women’s football might learn from other sports when it comes to audience connection and commercial alignment.
She also offered one key insight she believes every sports executive should understand in 2025 — and what continues to drive her as a leader and connector within the women’s sport movement.
Watch the full interview below.
