UEFA Launches Queens of Football Campaign
The game's brightest female stars headline a new look for this year's UEFA Women's Champions League.
For immediate release 5 October 2021
UEFA LAUNCHES NEW CAMPAIGN TO HERO HISTORIC YEAR OF THE WOMEN’S CHAMPIONS LEAGUE
UEFA has truly turned the beautiful game into an art form by commissioning an eclectic squad of accomplished female expressionists to turn this season’s Women’s Champions League highlights into a stellar exhibit in more ways than one.
The Queens of Football campaign has been created to hero this new-look historic year in the women’s game and the icons who will be bringing the action to this season’s tournament.
Ahead of tonight’s Matchday One, a Renaissance inspired image of some of the biggest names in European football was projected on to the remarkable Turin Palace to celebrate the first match of UEFA’s new 16-team group stage centrepiece and spotlight this season’s final location in Italy.
The players featured as part of the launch include Alexia Putellas (Barcelona), Asisat Oshoala (Barcelona), Christiane Endler (Lyon), Jordyn Huitema (Paris-Saint Germain), Shanice van de Sanden (Wolfsburg), Sarah Zadrazil (Bayern Munich), Sara Gama (Juventus), Sam Kerr and Ji So-Yun (Chelsea).
Having quadrupled the tournament prize money to €24m from this season and announcing DAZN and YouTube as the Women’s Champions League’s first global broadcast partner earlier this year, UEFA aims to demonstrate its continued commitment to increasing the prestige and profile of its premier club competition by showcasing its stars through the Queens of Football campaign.
Centred around the tournament’s symbolic star looped emblem which resembles a regal crown, the Queens of Football campaign elevates the prestigious and increased competitive nature of the tournament as the best of the best in women’s club football all vie to be crowned the ultimate team in Europe.
Chelsea FC’s Sam Kerr, who played in last season’s UWCL final, commented: "Reaching the final of Europe’s biggest club tournament was a special moment for the team and I. Although we were disappointed to leave as runners-up, it’s given us even more drive and determination to ensure we bring the title home this season.
“It’s always a true test playing against so many talented players from across Europe and experiencing their different styles of play on the pitch, and it’s really exciting that we can welcome fans across the world to be part of our journey as part of UEFA’s new deal with DAZN.”
Paris Saint-Germain’s Jordyn Huitema commented: "It’s a privilege to play in the UEFA Women's Champions League and in the company of such talented players. We were so close to reaching the final last season, and this has made us even more determined to take it that crucial stage further.
“The new format of the tournament this season is a massive step forward for the women’s game and gives us an opportunity to play against such a high calibre of teams which will only make us stronger. It’s really encouraging that for the first-time fans across the world, especially back home across Canada, can enjoy our game with UEFA’s new deal with DAZN.”
Bayern Munich’s Sarah Zadrazil added: “It’s always an honour playing in the UEFA Women's Champions League, especially last season as our campaign took us all the way to the semi-finals. This season we will do everything we can to reach the final, and while we appreciate it will be no easy feat with the introduction of the new group stages, we’re more determined than we’ve ever been before.
“As a team we’re really looking forward to seeing even more fans globally engaged throughout the season with UEFA’s new streaming deal with DAZN. We ready to show the world everything that the UWCL has to offer.”
Throughout the season, four artists will each take a unique perspective on the action that will unfold, with the players at the forefront of their inspiration. Spanning the mediums of fashion design, digital animation and 3D sculpture, UEFA has assembled a creative team galvanised to bring key moments of the Women’s Champions League to life as part of The Creator’s Project.
Their work will be unveiled at an exclusive art exhibition ahead of the final in Turin, a city founded on rich artistic, cultural, and architectural history.
To keep up to date with the latest UEFA Women’s Champions League information, fans should follow @wchampionsleague on Instagram, Twitter and Facebook.
#UWCL and #QueensOfFootball.