UEFA Women's Football Strategy Document
CONTENTSIntroduction10The journey12Goals14Vision, mission, values18Priorities20Drive participation22Develop the game24Transform competitions26 Enhance governancestructures28 Increase visibilityand commercial value30Getting there32Overview36UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 3
FOREWORD BY THE UEFA PRESIDENTWomen’s football is the football oftoday. It is not the football of tomorrow.Since my election in September 2016, we have made huge strides and worked harderthan ever to maximise the potential of women’s football. We have seen the popularityof our competitions surge, with UEFA Women’s EURO 2017 in the Netherlandsshowcasing the best of the sport and the UEFA Women’s Champions League becomingan unmissable spectacle in the calendar. This is reinforced by a strong commitment tothe grassroots game, with our successful dedicated campaign, Together #WePlayStrong,inspiring young girls to increase participation and change perceptions.As an organisation, we have given women’s football its own focus by creating a specificwomen’s football unit to promote change in how we govern and develop the sport.UEFA will build on these positive achievements to prepare for the future and to continuegrowing the game’s popularity and providing opportunities for women in football. UEFAis committed to boosting participation, visibility and engagement in the game at alllevels, while also recognising its ability to impact positively on communities and societybeyond the pitch.This year’s UEFA Congress in February 2019 ratified the first-ever UEFA strategy, Togetherfor the Future of Football 2019–24, a plan to unify and secure the sport’s future.Women’s football is central to this plan, and the UEFA women’s football strategy formsa sub-strategy of the overarching UEFA strategy, dedicated to championing, innovatingand accelerating women’s football.It is UEFA’s duty as European football’s governing body to empower the women’s game.Accordingly, UEFA will put significant financial investment into the sport – underlininghow UEFA dares to aim high, launch initiatives that instil hope, and make Europeanfootball as great as it can be. The actions that we propose and commit to in 2019 willlead to a greater, more professional and more prosperous game by 2024.Time for action!Aleksander Čeferin,UEFA President4 TIME FOR ACTIONUEFA WOMEN'S FOOTBALL STRATEGY 2019-24 5
Every girl deserves a place to play football;every elite player deserves to strive for theimpossible. There should be no limitations,because women’s football is footballand it is for all. At UEFA we believe this,we commit to this and we will make adifference, together with anyone wishingto join us on the journey.MESSAGE FROM NADINE KESSLERWe know that this journey has begun because women’s football has already reachednew heights, and this is thanks to the commitment of all our stakeholders. The work ofour member associations and clubs is indispensable, while our players, coaches, refereesand administrators are the heart and soul of our beloved sport.UEFA is a world leader in developing women’s football, and we are determined toinnovate further for the good of the whole game. This document serves as a road mapto transform words into action and action into success.Time for Action: UEFA Women’s Football Strategy 2019–24 has been drawn up tocreate a step change in football and for women in football – within UEFA but also acrossEurope. We know that every success story starts with a vision, a plan for the road ahead,and belief. Those foundations could not have been laid without a process of workingin partnership, and I would like to thank all those within and outside of UEFA thathave given their time and energy to support women’s football and help it on its way toreaching its full potential.By further coordinating our efforts, this strategy will ensure that women’s and girls’football flourishes with its unique core values and is championed, innovated andaccelerated for and by all.Nadine KesslerUEFA’s Head of Women’s Football6 TIME FOR ACTIONUEFA WOMEN'S FOOTBALL STRATEGY 2019-24 7
THEJOURNEY
UEFA is committing to a five-yearstrategic framework with the aim ofsupporting, guiding and lifting bothwomen’s football and women infootball across Europe.INTRODUCTION10 TIME FOR ACTIONTo succeed, Time for Action: UEFAWomen’s Football Strategy 2019–24 isdesigned to be flexible and challenging,enabling us to adapt and shape the futureof women’s football. The focus of thisstrategy – involving five main prioritiesand five key goals that will help set astandard, direction and decisions – is tobuild the foundations within UEFA and toprofessionalise our working structures inorder to give European women’s footballthe best possible platform to thrive. UEFAwill invest in programmes and initiativesto support a balanced delivery of this planfrom grassroots to elite levels.This strategy – goals, actions andoutcomes – has been drawn up withthe contribution of UEFA memberassociations, leagues, clubs, players andother stakeholders, who have all unitedto contribute to its development. It isalso built on the platform provided bythe overarching UEFA strategy, Togetherfor the Future of Football 2019–24,and its four pillars of football, trust,competitiveness and prosperity. Allwomen’s football priorities and actionsdirectly reflect UEFA’s core mission andpolicies to ensure complete alignmentand preserve the football ecosystem.Ultimately, this plan is for football, forUEFA, for our members, our stakeholdersand everyone who wants to be part ofthe women’s game, as we aim to changethe current landscape and lead a joint callfor action!UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 11
THEJOURNEYEuropean women’s football is in aposition of health and strength! Withfresh momentum, organic growth andstrong progress on and off the pitch,women’s football has never been inbetter shape!This could be attributed to theburgeoning investment and belief ofUEFA, its member associations, clubsand the individuals involved. The resultsare visible in the strong base of peoplethat simply love to take part in thesport. Flourishing player numbers andrecord-breaking attendances at topmatches in both club and national teamfootball reflect its value, while football iscontributing more than ever to breakingdown the cultural and social barriers thatwomen and girls face.Since UEFA women’s football sponsorshiprights were unbundled from men’s12 TIME FOR ACTIONfootball competitions, dedicated women’sfootball partners have been keen toshare in this ongoing success. Together,we want to increase access to football,provide higher professional standards andprotection for players, as well as offeringmore opportunities beyond the pitch inadministrative, leadership and technical roles.Women’s football is the biggest growthmarket in the sport. With increasedresources, direction and the unity ofgoverning bodies, clubs and partners,women and girls will be able to fullyembrace football and build on theprogress already made.1.3 MILLIONregistered femaleplayers in clubs40,241number of qualifiedfemale coaches285active European internationalfemale referees50%more investment into women’sfootball via the UEFA HatTrickWomen’s Football DevelopmentProgramme from 2020 onwards 123Mtotal financial investment bynational associations across Europe– a 10% increase since 201755150%28%of professional clubsoffer football forwomen and girls42%of amateur clubs offer footballfor women and girlsFirst265 MILLIONwatched UEFA Women’s EURO2017 across all mediaUEFA Women’s EURO 2017cumulative stadium attendance of615,00036%senior domesticwomen's leagues48national associations representedin the 2018/19 UEFA Women'sChampions League2,200pan-European dedicatedwomen's football sponsors (2018)Twiceas many women working in managerialpositions or higher since 2017 –840 across all national associationsCumulative audience of overrecord stadium attendancesfor women's club footballin 5 countries since 2019more professionalplayers since 201741national women’sfootball committeesincrease in stadium attendancefor the 2018/19 UEFA Women'sChampions League quarter-finals –57,200 cumulative spectatorsaverage attendance at national teammatches - up by one third since 2017 –DEN, ENG, ESP, FRA, GER, ISL, NED, POL,SWE average over 5,000 per matchFirstfully professional women'sleague – the WSL in England
GOALS
BY 2024 WE WILL HAVE:Doubled the number of women and girls playing football: 2.5 million registered female playersChanged perceptions of women’s football across Europe: It is strong, inclusive, fun and inspirational Football is an accepted sport for both gendersDoubled the reach and value of the UEFA Women’s EURO andthe UEFA Women's Champions League: UEFA competitions are Europe’s most successful andcompetitive women’s sports competitionsImproved player standards:minimum standard agreements for national team playersnational associations with safeguarding policies in place 55 55Doubled female representation on all UEFA bodiesGOALS16 TIME FOR ACTIONThis is where we want to be in 2024. These goals are all linkedto our strategic priorities and reflect UEFA’s ambition to ensure,professional, safe and fun environments for women and girlswho want to be involved in football.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 17
MISSIONTo champion,innovate andaccelerate women'sfootball for allVISIONA celebrated sportglobally, where everywoman and girl can finda place to playVALUESStrong, fun, inclusiveand inspirational
PRIORITIES
To secure long-term affiliation with Europeanfootball, we need to provide the right possibilities andopportunities to everyone who wants to be involved,regardless of talent, gender or circumstances. More girlsand women than ever are participating in football in allforms, at all levels and in all areas. This number base canbe built upon and grown to ensure a sustainable future.DRIVEPARTICIPATIONTO DRIVE PARTICIPATION, WE WILL:Invest in participation programmes to grow andretain the number of girls and women in the game.Ensure that every player has access to football,regardless of talent.Guarantee suitable environments and approachesto coaching at all levels.Increase the quality and quantity of male andfemale coaches at both grassroots and elite levels.Improve the quality and quantity of femalereferees at both grassroots and elite levels.Encourage men’s professional and grassroots clubsto embrace women’s and girls’ football.22 TIME FOR ACTIONUEFA WOMEN'S FOOTBALL STRATEGY 2019-24 23
The development of women’s football and itsfoundations is fundamental to its success as a sport,both at amateur and professional levels. The gamewill go from strength to strength if we put the rightfoundations and direction in place for our members,clubs and stakeholders to capitalise on.TO DEVELOP THE GAME, WE WILL:DEVELOPTHE GAMECreate regular playing opportunities andpathways for talented girls, allowing themto continue their development.Professionalise elite women's football throughregulatory mechanisms and insight.Encourage national associations to cooperatewith educational institutions and recognisewomen’s football as a dual-career sport.Establish regular insight into participation,players, finances, pitch, football medicine, andother areas to better understand women’sfootball and to make decisions.Be committed to promoting and developingwomen’s football globally.Be proactive in considering innovative solutionsto advance the game in all areas.24 TIME FOR ACTIONUEFA WOMEN'S FOOTBALL STRATEGY 2019-24 25
UEFA competitions must be dynamic, entertaining andever-evolving for teams, players and fans. We must striveto supply the best possible stage to showcase the game’squality, inspire the next generation and ensure that weremain relevant to our audience. Our competitions needto be global benchmarks that have a strong competitivebalance and are sustainable.TO TRANSFORM COMPETITIONS, WE WILL:Deliver the best women's sports events with thehighest possible operational quality.Create inspirational and engaging competitionsthat appeal to our diverse audience.Devise legacy programmes for competitions thatfocus on women’s access to football.TRANSFORMCOMPETITIONS26 TIME FOR ACTIONStrive for financial sustainability withincompetition systems.Use club licensing at UEFA and nationalassociation levels to improve standards andaccess to football.Create appealing and relevant brandpropositions.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 27
Structural foundations and a central place in the decisionmaking process are key for the growth of women’s football.We need to take strategic approaches to the women’s gameand encourage our members and stakeholders to do thesame. The good governance of the sport and the furtherintegration of women into football will only increasediversity and secure the game’s future.TO ENHANCE GOVERNANCE STRUCTURES, WE WILL:Implement an appropriate UEFA-wide strategicprocess to further capitalise on in-house resourcesand accelerate the development of women’sfootball.Make sure that women and women's football arewell represented in all UEFA bodies and the UEFAadministration.ENHANCE GOVERNANCESTRUCTURES28 TIME FOR ACTIONConsult all stakeholders on women's footballmatters and expand EU and governmentpartnerships.Ensure good governance practices for women’sfootball throughout UEFA’s rules and regulations.Implement educational, leadership andmentoring programmes to improve the currentculture at all levels.Use solidarity programmes to nurture appropriatestrategic management in all member associations.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 29
Women’s football and its competitions need to be seenand invested in to be believed. For this, we must ensurethat we develop the right approaches and partnerships,as well as presenting the game in ways that are bothfar-reaching and innovative.TO INCREASE VISIBILITY AND COMMERCIALIVALUE, WE WILL:Deliver a communications and media plan withcoordinated messaging and cross-promotion.Include female footballers, coaches, referees andfutsal players in UEFA’s wider activities alongside men.INCREASE VISIBILITY ANDCOMMERCIALVALUE30 TIME FOR ACTIONCreate innovative solutions, commercial revenueand media rights models with sponsors, partnersand broadcasters that support UEFA’s strategic goals.Generate fandom around women's football, UEFAcompetitions and domestic football.Further demonstrate the business case and valueof women’s football to member associations,clubs and society.Change perceptions surrounding the game,leveraging programmes such as Together#WePlayStrong and #EqualGame.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 31
GETTINGTHERE
GETTINGTHEREFor UEFA to achieve its strategic goals, a processand commitment need to be put in place.TO ENSURE THE DELIVERY OF THE STRATEGY, WE WILL:Put a UEFA-wide process in place: Ensure women’s football processes and operationsare in place across the organisation. Increase the human and financial resources. Capitalise on the experience and expertise that ourorganisation holds.UEFA-WIDEPROCESSSTRATEGICPARTNERSMEMBER ANDSTAKEHOLDERENGAGEMENTLaunch key initiatives: Invest in key projects that will facilitate a step change andmove us closer to our targets in each of our five priority areas.Work alongside our member associations, clubs, playersand other stakeholders: Use our member associations’ and clubs’ knowledgeand ability to implement the strategy. Encourage member associations and clubs to committo supporting our actions. Inspire member associations to create their own strategicframeworks and cascade the priorities in the UEFA strategyto fit their own ambitions.KEY INITIATIVES ANDFINANCIAL RESOURCESACCOUNTABILITYAND REPORTING34 TIME FOR ACTIONEngage strategic partners: Benefit from the outside expertise of strategic partnersto spark innovative ideas.Demonstrate accountability: Remain accountable to the goals and actions to whichwe have pledged. Review results to ensure that we are on track.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 35
OVERVIEWPRIORITIES AND GOALS36 TIME FOR ACTIONACTIONS AND POLICIESDRIVE PARTICIPATION2.5 million playersInvest in participationprogrammes to grow andretain the number of girlsand women in the game.Ensure that every playerhas access to football,regardless of talent.Ensure suitable environmentsand approaches to coaching.Improve the quality andquantity of male and femalecoaches at both grassrootsand elite levels.Improve the qualityand quantity of femalereferees at both grassrootsand elite levels.Encourage men’s clubsto embrace women’sand girls’ football.DEVELOP THE GAME55 minimum standardagreements and safeguardingpoliciesCreate regular playingopportunities and pathwaysfor talented girls, allowingthem to continue theirdevelopment.Professionalise elite women'sfootball through regulatorymechanisms and insight.Encourage nationalassociations to cooperate witheducational institutions andrecognise women’s footballas a dual-career sport.Establish regular insight:participation, players,finances, pitch, medical, etc.Be committed to promotingand developing women’sfootball globally.Be proactive in consideringinnovative solutions todevelop the game in all areas.TRANSFORM COMPETITIONSDouble the reach of theWomen's EURO and the UEFAWomen's Champions LeagueDeliver the best women'ssports events with the highestpossible operational quality.Create inspirationaland engaging competitionsthat appeal to ourdiverse audience.Strive for financialsustainability withincompetition systems.Devise legacy programmes forcompetitions that focus onwomen’s access to football.Use club licensing at UEFA andnational association level toimprove standards and accessto football.Create appealing andrelevant brand propositions.ENHANCE GOVERNANCESTRUCTURESDouble the number of womenin all UEFA bodiesImplement an appropriateUEFA-wide strategic processto further capitalise onin-house resources andaccelerate women’s football’sdevelopment.Ensure that women andwomen's football are wellrepresented in all UEFAbodies and the UEFAadministration as a whole.Consult all stakeholders onwomen's football mattersand expand EU andgovernment partnerships.Ensure good governancepractices for women’s footballthroughout UEFA’s rulesand regulations.Implement educational,leadership and mentoringprogrammes to improve thecurrent culture at all levels.Use solidarity programmesto ensure appropriatestrategic managementin all national associations.INCREASE VISIBILITYAND COMMERCIAL VALUEChanged perceptionsDeliver a communicationsand media plan withcoordinated messagingand cross-promotion.Include female footballers,coaches, referees and futsalplayers in UEFA’s wideractivities alongside men.Create innovative solutions,commercial revenue andmedia rights models withsponsors, partners andbroadcasters that supportUEFA’s strategic goals.Generate fandom aroundwomen's football, UEFAcompetitions and domesticfootball.Demonstrate the businesscase and value of women’sfootball to memberassociations, clubs and society.Change perceptionssurrounding the gameby continuing to deliverTogether #WePlayStrongand #EqualGame.UEFA WOMEN'S FOOTBALL STRATEGY 2019-24 37
Football is an accepted sport for both genders . Professionalise elite women's football through regulatory mechanisms
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