Cristiana Girelli (far left) is Italy's leader. © ANSA / MARTIAL TREZZINI

No more motorway service stations: Italy relies on the European Championship boom

Italy's women's soccer team is well aware of the importance of this match. In Tuesday's European Championship semifinal against defending champions England, the Azzurre are aiming for more than just a place in the final—which would be a coup in itself.

July 21, 2025

From: dpa/det

But the match is also intended to raise women's football to a new level in this country that is crazy about men's football. "We are putting our strength into it and that of all women and girls who want to play football," said striker Sofia Cantore of the Sports Gazette.

Italy's largest sports newspaper reflects the fierce battle for attention women's football is waging south of the Brenner Pass. Two days before Tuesday's match (21.00 p.m.) in Geneva against England, there was just one article dedicated to the European Championship semifinal – with the ad for a deodorant on the same page being about as large as the entire interview with goalkeeper Laura Giuliani. After wild transfer news from the men's Serie A, you had to flip to page 24 to find it.

Captain Girelli: Success for young girls who dream

After the dramatic quarterfinal victory over Norway, the women's national team even made the front pages of the country's three major sports newspapers – albeit not as the lead story. But coach Andrea Soncin's players aren't complaining. One player in particular knows that this tournament is about more than just quick success.

The Azzurre want to continue their winning streak. © APA/afp / SEBASTIEN BOZON

“Of course we are happy about the semi-final,” said captain Cristiana Girelli to the Corriere della Sera. The 35-year-old striker scored two goals against Norway – one in the 90th minute – that made Italy's place in the semifinals possible. After a 28-year absence, the Italians are back among Europe's top four – even reaching the final in 1997, losing 0-2 to Germany.

"But we didn't achieve this for personal glory. It was for all those who walked this path with us and for those girls who today dream of experiencing it themselves," said the experienced Girelli.

Female footballers only have professional status since 2022

And the road to this point has been rocky. Although the first championship was held in 1968, it wasn't until 1986 that the FIGC admitted women's football to its ranks – under the amateur division. It took until 2022 before football was recognized as a profession, meaning Serie A players were able to enjoy adequate insurance and pension benefits for the first time.

The Azzurre are in the semifinals. © APA/afp / SEBASTIEN BOZON

"I know these stories from the past, about bus rides from Brescia to Bari, lunch at the motorway service station, and then the game in the afternoon," said striker Cantore, one of the youngest in the squad at 25. Brescia and Bari are about eight and a half hours apart by car.

Milan derby in an almost empty San Siro Stadium

Since the major men's clubs have also become involved in women's football, the situation has improved. Last season, Juventus Turin, with striker Girelli, won the league title ahead of Inter Milan, AS Roma, ACF Fiorentina, and AC Milan. In 2019, 39.000 spectators attended the top match between Juve and Fiorentina at the Turin stadium – a record in Italian women's football.

Italy hopes for the European Championship boom. © APA/afp / SEBASTIEN BOZON

In contrast, images from the Milan derby last season were embarrassing: only 80.000 people made their way into the legendary Giuseppe Meazza Stadium, which has a capacity of around 2.422, for the first women's city duel - due to construction work in the actual women's stadium, the venue had to be moved to the arena in San Siro at short notice.

Association with encouraging figures – TV ratings “excellent”

The Azzurre hope to ensure that such scenes are not repeated at this European Championship. The association is confident. According to a study from May, 40 percent of people in the Mediterranean country are interested in women's football, and around seven million people describe themselves as fans. That's about seven times as many as in the 2019/20 season.

The victory over Norway, with its dramatic finale, was watched on television by around 2,44 million viewers, corresponding to a rating of approximately 17,5 percent. Broadcaster Rai1 described the figures as "excellent." And who knows what will happen in Italy on Tuesday evening...