The under-representation of women in male-dominated fields often fosters self-doubt, undermining confidence and self-efficacy. Female role models can counteract this by demonstrating that success is achievable. However, if the impact of role models depends on traits such as the likeability or relatability of a particular woman, women may feel compelled to conform to the individual traits of a single successful woman, limiting their agency and authenticity.

This study examines whether exposure to diverse groups of successful women with different backgrounds and characteristics increases women's self-efficacy by fostering a collective sense of belonging and motivation. Social identity and intergroup theories suggest that shared successes promote collective empowerment and confidence across multiple domains. Accordingly, after repeated exposure to a group of successful women, women would begin to view other women's achievements as victories for all women, which may encourage them to overcome challenges and pursue their own ambitions.

To test our theoretical argument, we conduct a field experiment during the 2025 European Women's Football Championship (Euros) in Switzerland. We measure changes in generalised self-efficacy in the general Swiss population before and after matches using panel and structural models. The random group draw ensures a quasi-experimental design, and the inclusion of male respondents allow us to isolate gender identification effects from national identity influences.

While the focus of this study is on football, our findings have broader relevance, shedding light on how women's achievements in male-dominated fields influence women's identification with female role models in other domains, such as leadership and the workplace.