The success of England’s Lionesses at the Women’s Euro 2022 tournament has caused a change in perceptions for women’s sport, according to the latest research by pub company and brewer Greene King.

In a survey of 2,000 adults, The Lionesses’ victory against Germany was voted as the greatest sporting moment of the last 20 years by almost a quarter Brits (24%), beating out several other key sporting milestones* including the UK’s 2012 Olympic medal ranking (12%), Andy Murray’s 2013 Wimbledon win (12%), and England’s Cricket world cup win in 2019 (10%).

What’s more, the data has also revealed that the success of the Euros has caused a surge in interest in women’s football ahead of the upcoming Women’s Super League, which kicks off on Saturday 10thSeptember.

Before summer 2022, 27% of people said they never watched any women’s football at all, however now, as many as four in ten Brits (40%) say that the success of the Euros means they are much more likely to tune in to women’s football than previously.

On top of this, a third (33%) specified that they’d be watching the Women’s Super League for the first time this year.

As well as driving awareness and interest in the game, research also revealed that over a third (35%) of women feel that the Lionesses’ victory inspired them to be more physically active. Of those that are keen to do more exercise, football was the top sport of choice (50%), followed by running (30%) and swimming (28%).

To help more people to get into football ahead of the kick off on Saturday, Greene King is giving away free footballs in the pubs closest to the 12 Women’s Super League teams.

On the 10th September this year, the first 30 female customers in participating sites** will be able to pick up a training football for free by enquiring at the bar

Faye Nixon, marketing manager for Greene King sport said: “Thanks to the success of the Lionesses, it’s clear that attitudes towards women’s football are changing in the UK.

“It’s so encouraging that more people are taking an interest in the upcoming Women’s Super League, and it’s even more exciting that the amazing performance by the Lionesses has inspired people to be more physically active.

“We fully support enabling more people to be active and engage in sport, so we’re launching a football giveaway in pubs across the UK that are closest to the super league teams this Saturday.”