March 18 – UEFA has launched Queenzine, a brand new content material platform aimed toward celebrating the varied soccer cultures of cities internet hosting UEFA Ladies’s Champions League (UWCL) fixtures, whereas elevating the competitors’s stars and connecting with followers past matchdays.
The initiative is a part of UEFA’s broader Queens of Soccer marketing campaign, which juggles UWCL gamers as each elite athletes and cultural icons, mixing on-line content material with city-based activations in an try and drive visibility for ladies’s soccer and foster deeper fan engagement throughout choose cities.
The platform’s launch comes at a time of great development for ladies’s soccer. The stats say that viewership of the UWCL has surged by 157% from 2021/22 to 2023/24, with a document 5.1 million tuning in for final season’s remaining. UEFA says that Queenzine is designed to capitalise on that momentum, providing a way of life and culture-focused lens on the ladies’s sport.
Every version of Queenzine will try to focus on the soccer tradition of a UWCL host metropolis, that includes native ‘cowl stars’ and exploring how soccer intersects with group, vogue, artwork, and extra. The initiative additionally consists of real-world fan activations, from curated occasions and artistic collaborations to interactive experiences in key cultural areas.
The primary two editions coincide with the UWCL quarter-finals and highlight the cities of Munich and Manchester. Future points will proceed to comply with the competitors, with UEFA aiming to draw new audiences whereas strengthening connections with present followers.
On being the primary cowl star, FC Bayern Munich and German worldwide Klara Bühl stated, “I’m very completely happy and excited to be part of this undertaking. It’s not usually while you get to do one thing that focuses on what drives you as an individual, particularly your personal private model and pursuits. It’s cool to see the bucket hat I crocheted on the quilt as properly.”
Manchester Metropolis’s 22-year-old Australian ahead Mary Fowler would be the cowl star of the second subject of the sequence. She stated: “I’m so proud to name Manchester dwelling, I beloved being a part of this marketing campaign showcasing the easiest of town’s soccer tradition – particularly because the membership have gone to new heights within the UEFA Ladies’s Champions League this season.”
By increasing the UWCL expertise past the pitch, UEFA is signalling a dedication not solely to the expansion of the ladies’s sport however to embedding it extra deeply inside Europe’s cultural and sporting panorama.
Contact the author of this story, Harry Ewing, at moc.1742298170llabt1742298170oofdl1742298170rowed1742298170isni@1742298170gniwe1742298170.yrra1742298170h1742298170