Win-win for print after Women's Euros triumph

Jo Francis
Monday, August 1, 2022

Newspapers have pulled out all the stops today to celebrate the England Women’s Euros triumph at Wembley – while the programme for the final is already being sold on eBay at a premium.

The official programme and today's newspapers
The official programme and today's newspapers

The match attendance was an all-time high of 87,192 for a men’s or women’s UEFA Euro final, which saw the Lionesses beat footy nemesis Germany 2-1 in extra time. 

Today’s newspapers featured an abundance of special content, with The Sun opting for a celebratory wraparound cover. 

Buxton Press printed the official programmes for the tournament for contract publisher Reach Sport. 

The programme for the final was 96p plus 4pp covers and was perfect bound. 

Reach Sport commercial director Will Beedles told Printweek: “The print run was made on Monday but we based our volume on England progressing to ensure we would have enough copies on the final day.”

More than 20,000 copies of the programme were printed. 

Buxton Press sales manager Cindy Stockton said: “We were delighted to be part such an amazing part of history. Football’s coming home!”

Copies of the programme are already being offered for sale on eBay for more than twice the cover price of £10. However, the programme is available to order at the original price via the Reach Sports Shop. 

The FA partnered with creative agency TwelfthMan for the Wembley Stadium branding, with printing carried out by a range of different suppliers depending on the specific assets.

Today’s fan celebration with the team in Trafalgar Square is awash with flags and banners and features a giant three lions backdrop and celebratory graphics. 

Supporters have packed Trafalgar Square. Image: BBC

Other brands have also jumped on the opportunity. Moonpig has launched a range of ten customisable cards featuring some of the England players. 

GWR moved quickly to add a special celebratory "it's come home" image to one of its Intercity Express trains, and posted a video of the graphic being applied. 

The peak BBC One audience for yesterday’s final was 17.4m, also a record for a women’s game. 

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