Aleksander Ceferin, the President of UEFA, at the Women’s Euro 2025 final between England and Spain on Sunday. In some ways this is his return to the stage after a very restrained showing at the tournament. This latest move by Ceferin indicates a serious drive to advance women’s football. He has been to just one of the 30 matches that have been played in this tournament.
Most importantly for our purposes, he attended that opening match in Thun. There, Finland squeaked past Iceland 1-0, his only in-person tournament contribution so far. In defending Ceferin from both account—by liaising with him and suggesting alternatives—instead of UEFA moving on.
UEFA spokesperson was quoted as saying that the UEFA President only planned to attend the opening and closing games of the UEFA Women’s EURO. This announcement underscores the ceremonial and strategic significance of these pivotal matches.
Ceferin’s strategic approach aligns with his broader mission to elevate women’s football across Europe. His vision is for football to become the leading team sport for women and girls in all 55 UEFA member nations. In addition, he advocates for developing the future pipeline of talent, whether it be players, coaches, referees, volunteers, or fans.
Even with his patchy attendance record at the Women’s Euros, one thing is clear – Aleksandr Ceferin is committed to women’s football. And he kept his name all the Club World Cup games in the US this summer. This came as a shock, especially when you consider that there were 12 UEFA clubs competing. This decision was informed by his attention to the Women’s Euros, recognised by UEFA as a major priority and an example of their bottom line shaping policy decisions.
UEFA last year unveiled its six-year “Unstoppable” program to increase the prominence of women’s football across Europe. The movement aims to level the playing field for women athletes. It is meant to expand access and opportunity at every level of the game.
While Ceferin’s physical presence has been limited during the tournament, UEFA insiders were keen to describe his involvement behind the scenes to influence a more unified front. “Although he was involved behind the scenes during the tournament, his schedule – which included a brief holiday – allowed for a focused presence at key moments rather than throughout the entire competition,” the spokesperson added.
As the final approaches, Ceferin’s attendance on Sunday is anticipated to underscore his commitment to women’s football and its growing prominence within the sport. He’s returning to Switzerland for the much-expected rematch in Basel. There, he will argue for his European vision for the women’s football future.
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