One of our favorite events of the year – UEFA Women’s Euro 2025 – is in full swing, running through July 27. As interest in women’s football continues to grow, so too does the opportunity for publishers to connect with fans in new and meaningful ways.
By taking a closer look at how some of our clients are covering the tournament, we’ve gathered a few less obvious but powerful tips that publishers can use to connect with their audiences on a deeper level.
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Embrace the Power of “Micro-Moments”
Not every highlight has to be a goal. Sometimes it’s a gesture between teammates, a coach’s reaction, or a subtle tactical change that captures hearts. These real, emotional moments often resonate even more than major plays - and they help bring the full story of the match to life.
💡 Tip: Use external embeds (from Instagram, YouTube, or X) to integrate these moments into your coverage.
📌 Example: In their Germany vs Denmark live blog, Der Spiegel highlighted how the German team wore white tape around their wrists as a gesture of solidarity for their injured captain. It’s a small moment - but one that strengthened emotional connection with readers.
Purpose-Driven Storytelling Matters
Women’s football fandom often centers around the movement, not just the club. Fans rally around the social impact, the breaking of barriers, and the stories of resilience.
That’s why coverage that reflects the deeper significance of the sport can be so powerful. Audiences respond to stories of players overcoming barriers, clubs driving grassroots change, and the ongoing fight for equal recognition and resources.
📝 Tip: Focus on authentic, impact-driven storytelling - highlight resilience, representation, and the broader meaning behind the game. Coverage that elevates the “why” behind the “what” builds lasting emotional connection.
💡 Idea: Consider embedding background stories at the start of your live blog to draw readers in before kickoff. For example, The Guardian’s article, “How Sweden became a progressive powerhouse of women’s football,” explores the country’s long-standing commitment to the women’s game. A piece like this is perfect pre-match reading - it warms up your audience, adds context, and deepens their emotional connection to what’s coming next on the pitch.
Use Unexpected Detours to Build Emotion and Rhythm
Surprising your audience with an offbeat moment - like a calming video of the sea mid-match - can reset emotional tension, add humor, or create contrast that actually makes key moments more memorable. This kind of storytelling rhythm shows confidence and personality, and it keeps readers engaged beyond just goals and cards.
📌 Example: Die Zeit did just that during their Germany vs Denmark coverage -embedding a peaceful video of the Danish seaside mid-match for those feeling overwhelmed. A small, thoughtful touch that shows the newsroom is in tune with its readers' needs.
Make Content Convenient to Consume
Great reporting is only half the equation - the format matters too.
Especially with written formats like live blogs, mobile-first, clearly segmented content is key. Many fans revisit coverage after the match - so give them tools to quickly understand what happened.
📌 Example: The Addition combined multiple matches in one live blog - but with the help of well-designed filters, the blog stayed digestible and reader-friendly.
Focus on Personality, Not Just Performance
Younger audiences are increasingly drawn to individual athletes and their personal brands. But it’s not just the players - the personality of the newsroom can shine too.
📌 Example: Der Spiegel’s live blogs often include light banter between journalists, in-line jokes, or emoji commentary. It’s fun, relatable, and helps build a loyal reader base that feels like they’re part of the conversation.
The content of this live blog has been machine-translated from German to English.
Conclusion
The Women’s Euro 2025 isn’t just reshaping the pitch - it’s reshaping how fans connect with the game.
From micro-moments and purpose-driven stories to smart formatting and newsroom personality, the best coverage goes beyond scores and stats. It builds connection, trust, and loyalty - and keeps fans coming back for more.
