https://beyondsport.org/2025/03/28/uefa-unveils-off-mute-to-amplify-the-...
The initiative invites players to respond to five open-ended questions online to give voice to their journeys in football. The questions touch upon their experiences, the barriers they face, their motivations and how sport can evolve to be more inclusive and accessible. Their input will play a significant role in shaping the future of the game, offering UEFA and its partners valuable insights into what truly matters to women and girls in football.
“UEFA is committed to increasing the participation of women and girls in football, as set out in our Unstoppable strategy. Off Mute is all about listening—on a large scale, across different cultures and in real-time. This will allow us to understand what women and girls need, driving real change for the future of the sport,” said Nadine Kessler, UEFA Managing Director of Women’s Football.
Off Mute’s first phase will focus on gathering insights specifically from young girls playing football. These responses will help shape actionable recommendations that will be revealed during UEFA Women’s EURO 2025, taking place July 2-27 in Switzerland. The findings will be shared with clubs, coaches and grassroots organizations across Europe, assisting them in preparing for the influx of new players expected following from the tournament.
Off Mute is backed by some of Europe’s most accomplished players, including Ada Hegerberg, a six-time UEFA Women’s Champions League winner and Beth Mead, who claimed victory in the UEFA Women’s EURO 2022. Both stars are strong advocates for empowering women and girls in the sport.
“Every girl and woman in football has a unique story to tell. Off Mute is all about celebrating those stories and uniting us to make the game we love better for future generations. Your voice matters—let’s speak up and shape the future of football together,” said Hegerberg.
Together #WePlayStrong empowers women and girls through sports, fostering a sense of community while inspiring confidence and strength. Since its 2017 launch, it has encouraged more women to get involved in sports and provides a platform to celebrate their achievements. It is designed to challenge stereotypes, break down barriers and elevate the visibility of women in sports, highlighting the positive impact of sports, specifically football, on self-esteem and overall wellbeing. Through storytelling, role models and shared experiences, #WePlayStrong seeks to inspire the next generation of women athletes.
The Off Mute initiative aligns with UEFA’s broader Unstoppable strategy, a six-year plan to build a sustainable ecosystem for women’s football by 2030. By amplifying the voices of women and girls, the campaign supports UEFA’s vision to make football the most-played team sport for women and girls in every European country.
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