In a historic move, UEFA has pledged €1 billion ($1.08 billion USD) over the next six years to elevate women’s soccer across Europe, aiming to drive growth at all levels. The investment is part of UEFA’s ambitious “Unstoppable” strategy, which aspires to make soccer the most popular team sport for women and girls in every European country. The plan also aims to double the number of fully professional women’s leagues from three to six and expand the pool of professional players from 3,000 to 5,000.
Nadine Kessler, UEFA’s director of women’s soccer, emphasized the collective commitment required to achieve these goals. “This investment is a promise to lead the game forward, with national associations, leagues, clubs, players, fans, and partners joining in this journey,” she stated.
“Unstoppable” outlines a comprehensive approach to development, focusing on providing opportunities for women and girls not only to play but also to coach and officiate. However, Kessler acknowledged that significant obstacles remain, particularly in attracting young girls to the sport, a challenge outlined in UEFA’s 31-page strategy document.
UEFA’s previous strategy, launched in 2019, set a target of 2.5 million registered players across its 55 member associations. By the end of last season, that number reached 1.6 million, underscoring the work ahead.
This season, clubs in the Women’s Champions League will compete for a total prize pool of €24 million ($26 million USD), with €22 million ($23.9 million USD) subsidized by the men’s league, where 32 teams share at least €2.5 billion ($2.71 billion USD). “Many players still struggle to make a viable living from the game,” Kessler noted.
UEFA’s premier women’s tournament, the European Championship, has seen remarkable growth. The 2022 final attracted 50 million viewers as England triumphed over Germany at Wembley Stadium. Switzerland will host the 2025 Women’s Euro, a 16-team tournament. For the 2022 edition, UEFA allocated €57.1 million ($62 million USD), with over €20 million ($21.7 million USD) distributed in prize money and club payments.
The 2023 Women’s Champions League final, where Barcelona narrowly defeated Wolfsburg 3-2, was watched by 5.1 million viewers. UEFA has budgeted over €53 million ($57.5 million USD) for women’s competitions in the 2023-24 financial year, predominantly allocated to the Champions League.
Europe demonstrated its strength at the 2023 Women’s World Cup, with Spain emerging as champions in a hard-fought 1-0 win against England. However, the event was marred by controversy surrounding former Spanish federation president and UEFA vice president Luis Rubiales, who faces an appeal next week regarding his three-year FIFA ban over misconduct at the final.
The €1 billion pledge includes previously announced funding through UEFA’s Hat Trick program, which is funded by the men’s European Championship. The program will allocate €66 million ($71.6 million USD) between 2024 and 2028 to the 55 member associations for women’s soccer.
With its billion-dollar investment and commitment to progress, UEFA is setting the stage for a transformative period in European women’s soccer. The organization’s vision is clear: by 2030, the game for women across Europe will reach unprecedented heights, supported by expanded resources and a collective push to make women’s soccer “unstoppable.”
