Through the Together #WePlayStrong platform, UEFA has launched ‘Off Mute’, a pioneering initiative designed to listen to and learn from the experiences and ideas of girls and women across Europe. This project seeks to give a voice to female players at all levels, allowing them to share their stories authentically, in their own words and in their own language.
CAMPAIGN TO LISTEN AND LEARN
The ‘Off Mute’ campaign invites players to answer five open-ended questions online, reflecting on their personal football journeys. These answers will provide valuable insights into the barriers they face, the sources of inspiration that motivate them, and ways in which the sport can be more inclusive and accessible to all.
Nadine Kessler, UEFA’s general manager for women’s football, highlighted the importance of this initiative: “UEFA is committed to increasing the participation of women and girls in football, as set out in our Unstoppable strategy. ‘Off Mute’ is about listening, on a large scale, across cultures and in real time, to learn what really matters to women and girls. In doing so, we will drive meaningful change for the future of sport.”
PREPARING FOR WOMEN’S EURO 2025
The first phase of ‘Off Mute’ will focus on gathering feedback on the experiences of girls playing football. These responses will be turned into practical recommendations to be presented during UEFA Women’s EURO 2025. The findings will be shared with clubs, coaches and grassroots organizations across Europe, helping them prepare to welcome a new generation of female players after the tournament.
The ‘Off Mute’ platform will use an innovative Amazon Web Services interface to transcribe, translate and categorize each contribution, creating a comprehensive database on the experiences of women and girls in football. In addition, the campaign will continue to evolve, introducing new topics and broadening the conversation to ensure that women and girls remain at the center of the sport’s progress.
SUPPORT FROM EUROPE’S TOP FEMALE FOOTBALL PLAYERS
‘Off Mute’ has the backing of leading European professional female footballers, including Ada Hegerberg, winner of six UEFA Women’s Champions League titles, and Beth Mead, UEFA Women’s EURO 2022 champion. Both players underlined the importance of this initiative for the future of women’s football. In this case, Hegerberg expressed that “every girl and woman in football has a unique story to tell. ‘Off Mute’ is about giving us a platform to celebrate our journeys and come together, making the game we love better for the next generation. Your voice matters: let’s speak out and shape the future of football together.”
