With the Women’s Euro summer on the horizon, the Swiss Football Association (SFV) has taken a bold step in shaping the future of women’s football in Switzerland.
The ‘Here To Stay’ strategy is designed to foster sustainable growth and ensure long-term progress at both grassroots and elite levels.
Speaking at the launch event in Bern in March this year, UEFA Managing Director for Women’s Football, Nadine Kessler, shared her excitement and faith in the tournament.
“Five-hundred million people from 200 countries will be watching the competition. That is enormous for Switzerland as a sporting country. To organise the Women’s EURO 2025, Switzerland beat major women’s football nations in the bid phase, and this could become the biggest sporting event ever for Switzerland.”
Kessler, who was named the 2014 World Player of the Year, believes the game’s progress makes it incomparable to when she played. She said, “Women’s football has nothing to do with what I experienced ten years ago,” she stated. Not only in terms of the number of players and coaches, but investment at all levels and professional structures in many leagues; the popularity of the sport is simply a different world.”
“Thankfully, these things have changed, but they didn’t happen by chance. UEFA alone, for example, has invested almost €500 million in the last six years, and it’s clear that a Women’s EURO is the measure of all things in terms of overall development.”
A Nationwide Commitment to Women’s Football in Switzerland
Taking advantage of the growing momentum behind women’s football, the SFV aims to engage the entire nation in discussions and actions that will drive meaningful change. ‘Here To Stay is a commitment to making a lasting impact not only at elite levels but also at grassroots levels and in the wider society.
SFA president Dominique Blanc stated, “Never before has Switzerland organised such a major sporting event for women only. It’s the starting point for a legacy to promote girls’ and women’s football in the long term.”
“The tournament has three pillars: people should remember a major sporting event, the growth of girls’ and women’s football in Switzerland and Europe, indeed worldwide, and the renewal of infrastructure.”
Strengthening Elite Football across the country
The SFV has set out clear objectives to enhance the professional landscape of women’s football. They include ensuring young players receive tailored support and strengthening the AXA Women’s Super League through improved licensing, upgraded venues, and increased visibility.
Goals:
- Double the number of AXA Women’s Super League consumers, including live viewers, streams, TV audiences, and social media followers.
- Ensure the regular qualification of Switzerland’s women’s national teams for international tournaments.
Expanding Grassroots Football in Switzerland
At the grassroots level, the SFV aims to significantly increase participation levels while improving football infrastructure to make the sport more inclusive, safe, and accessible.
Goals:
- Double the number of girls and women playing football in Switzerland from just under 40,000 to 80,000.
- Double the number of women involved in football as coaches, referees, and officials from 2,500 to 5,000.
Driving Societal Change
Off the pitch, the SFV is striving to create structural changes that will enhance female representation in football leadership and decision-making, by encouraging partners across society to play an active role in promoting gender equality within the sport is a central focus of the initiative.
Goals:
- Double the number of women in decision-making positions within Swiss football, from 1,900 to 3,800.
- Recruit and train eight female stadium announcers for UEFA Women’s EURO 2025, establishing a sustainable training pathway for women in the industry.
Building a Lasting Legacy
Alice Holzer, who leads the WEURO 25 legacy project, emphasises the long-term vision behind ‘Here To Stay.’ She states,
“The message ‘Here To Stay’ underlines the fact that we need to define measures that will benefit women’s football in the long term.”
With this ambitious strategy, the SFV is setting a powerful precedent for the future of women’s football in Switzerland, ensuring that the impact of UEFA Women’s EURO 2025 will extend far beyond the tournament itself, leaving a lasting legacy for generations to come.
