Inside UEFA's Plan for Women's Football

The times where women's football was fighting for relevance are over. Today it’s breaking records, selling out stadiums, building a global audience and is developing from a “charity case to a business case.” Few embody that journey better than Nadine Kessler. FIFA World Player of the Year in 2014, three-time Champions League winner, and now Director of Women’s Football at UEFA. In her keynote, she explained how women’s football became a global force and what still needs to change to reach the next level. These are her best GMPLN-Quotes.

Kessler’s story began far from sold-out arenas. When she was five years old, she was the only girl on her football team. “Women's football was nothing compared to what it is today. It was underfunded, underexposed, and underestimated constantly,” she explained. Even at the peak of her career, the reality was striking: When she won the FIFA Player of the Year award next to Cristiano Ronaldo, people would ask her: “What does Cristiano smell like?” It’s a line that captures the lack of recognition the sport faced not that long ago. And yet, despite the absence of attention, something else was always present: heart. And for Kessler, that’s where everything begins. Because “there is no hype for nothing without people with passion, who make it happen, who bring their heart into it. And that is especially true for women's football.”

This passion didn’t just drive players, it also shaped the institutions. For well over 4 decades, UEFA has systematically built the foundation of the women’s game. From the early days of the Women’s Euro and UEFA Women's Cup to the evolution into the UEFA Women's Champions League, each step added legitimacy and visibility. But progress wasn’t linear. Even milestone moments, like 50,000 spectators in Munich in 2012, came with limitations. Back then, the women's final was still considered the warm-up act for the men. That perception forced a rethink. The solution: independence in the form of its own standalone final. But that was only the beginning.

Structural change followed. In 2018, UEFA introduced a dedicated commercial program for women’s football separating it from the men’s game, and then in 2021 centralizing media and sponsorship rights - creating a true growth engine. At the most recent EURO: Over 650,000 people came to the stadiums. 29 out of 31 matches were sold out. For the first time, demand exceeded supply. The audience was younger, more diverse, and more international than ever before: 48.5% female ticket holders. One third under the age of 29. And the impact extends beyond stadiums. The cumulative live audience reached 412 million worldwide. And in Germany, the semi-final became the most-watched TV event of the year. Outperforming even major men’s competitions. Financially, the growth is just as significant. Revenue in 2025 increased ten times compared to 2017. But for Kessler, the real challenge starts now. In keeping with this year's GMPLN theme, “From Hype to Heart”, she asked the question: How do we turn this hype into weekly reality? How do we go from heart to hype to habit?

From her point of view, the answer lies in club football. Regular competitions like the Women’s Champions League are key to building consistent engagement. But just as important is accessibility. Therefore, new distribution strategies, including partnerships with platforms like Disney+ were explored. Combined with international deals, women’s club football is now reaching over 200 territories and a global audience. That thinking is especially relevant with the EURO coming to Germany, where Kessler spots incredible potential. Both in terms of infrastructure and football culture. 

But the real ambition goes beyond sold-out stadiums and record revenues. Because true success isn’t just measured in tickets or TV audiences.