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Sweden legend Lotta Schelin becomes first UEFA Playmakers ambassador

Womens football

Sweden’s all-time top scorer Lotta Schelin has been named as an ambassador for the UEFA Playmakers programme at a special UEFA European Women’s Under-17 Championship event.

The Playmakers programme unveiled its first-ever ambassador in Malmo, marking a significant milestone for the grassroots initiative as it continues introducing young girls across Europe to the beautiful game.

Schelin possesses an impressive tally of 185 caps and a record 88 goals for Sweden, as well as three UEFA Women’s Champions League winner’s medals. Beyond her on-field achievements, she passionately advocates for the growth of the sport, making her an ideal ambassador to inspire young girls to embrace the game.

"I'm honoured to be part of the UEFA Playmakers family! Witnessing the sheer joy and excitement of so many young girls here in Malmö is incredibly inspiring. If I can play a part in sparking their interest in football, helping them take those first steps onto the pitch, that's already a huge victory."

Lotta Schelin, UEFA Playmakers ambassador

“Lotta is a legend of the game and we are delighted to have her as part of the Playmakers team. She embodies the spirit of our programme, and her involvement will undoubtedly empower more young girls to embrace football with joy and determination!"

Nadine Kessler, UEFA Managing Director of Women's Football

UEFA Playmakers ambassador Lotta Schelin and young players before the UEFA European Women's Under-17 Championship.
UEFA Playmakers ambassador Lotta Schelin and young players before the UEFA European Women's Under-17 Championship.UEFA via Getty Images

The announcement came at a special Playmakers session in Malmö, host city of this year’s UEFA European Women’s Under-17 Championship final. The event, held at the tournament fan zone, offered parents, girls and supporters a glimpse of the programme, which combines football activities with the magic of Disney storytelling. Swedish star Schelin spent time with fans, signing autographs and meeting with local youngsters, specially invited by the Swedish Football Association (SvFF).

Playmakers in Sweden

Girls taking part: 3,647

Coaches educated: 249

Programme venues: 36

What do parents think of UEFA Playmakers?

“Playmakers has helped my daughter be more confident in the sport. She has expressed that she would like to play football with her friends in the future and UEFA Playmakers was her first experience with football as a team and she really enjoyed it.”


More about UEFA Playmakers

UEFA Playmakers: Four more years of football magic!

The Playmakers programme uses the attraction of Disney’s famous stories to give girls aged five to eight early exposure to playing football. Playmakers sessions are centred around famous Disney movie storylines and teach social skills, fundamental physical movement and the basics of football in a fun and safe environment.

Unlike traditional football programmes, each of Playmakers' ten initial training sessions follow the narrative of Disney and Pixar films such as Frozen II, the Incredibles 2, Moana or Encanto. Equipped with footballs, bibs and cones, trained coaches encourage participants to play the roles of popular characters, such as Elsa, Elastigirl, Moana or Mirabel, bringing the films’ action scenes to life through movement, teamwork and their imagination.

Playmakers is now operating across 47 of UEFA's 55 national member associations, from Belfast to Baku and has already introduced football to over 95,000 girls aged from five to eight across Europe.

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