Disney Lilo & Stitch bring the spirit of ‘ohana’ to UEFA Playmakers

'Ohana' means family, and with UEFA Playmakers' new Lilo & Stitch adventure, no one is left on the bench.

Since 2020, UEFA Playmakers has helped transform how young girls discover football. What began as an innovative storytelling-based introduction to the game has evolved into a growing movement spanning 46 national associations, creating new opportunities for girls, coaches and local football communities.

The extension of the partnership marks another important milestone in our Unstoppable mission to make football the most played team sport for women and girls in every European country, converting curiosity into a lifelong love of the game.

Thanks to Playmakers, over 200,000 girls aged 5-8 have now enjoyed a first taste of football, with nearly 10,000 coaches trained to deliver fun and engaging sessions that build confidence, creativity and friendship.

UEFA Playmakers ambassador, former Sweden striker and three-time UWCL champion Lotta Schelin has seen the impact of the programme firsthand.

"UEFA Playmakers is often a girl's first introduction to football, and first impressions count," Schelin said. "By combining stories girls love with a fun and welcoming introduction to the game, Playmakers has been a real gamechanger and I'm excited to see its impact continue to grow over the next four years."

UEFA women’s football director Nadine Kessler had similar praise for the programme: "We are incredibly proud of our partnership with Disney, which has had a huge impact across the whole of Europe, adding a touch of magic to the game. We look forward to creating many more unforgettable moments for young players together."

Welcoming Disney 'Lilo & Stitch'

As part of the next chapter, Disney 'Lilo & Stitch' becomes the latest story to join the Playmakers family, alongside Disney Frozen 2, Moana, and Encanto, and Disney and Pixar Inside Out 2 and The Incredibles 2.

Stories like Lilo & Stitch capture the spirit and values of Playmakers. Themes of belonging, friendship and finding your place reflect our ambition to ensure every girl feels welcome in football, regardless of their background or experience.

Tony Chambers, President of The Walt Disney Company, EMEA added:

“At Disney, storytelling has always been about helping young people see themselves in the characters they love. Stitch teaches girls that strength, confidence and a sense of belonging are built through the relationships we make with others. It’s fantastic to see those themes brought to life through the latest Disney Lilo & Stitch UEFA Playmakers playbook, inspiring more girls to step onto the pitch to begin their football journey.”

The story itself also does something previous Playmakers adventures haven't: rather than centering around a traditional Hollywood hero, Stitch is a self-described “model of mayhem”. Built to destroy, expected to fail and feeling unlovable – he nonetheless finds his feet thanks to Lilo's insistence that no one in her family gets left behind.

For a girl walking into her first football session unsure whether she's “good enough” to belong on the pitch, the message is clear: you don't have to be perfect, or close, to belong here. You just have to show up.

It's a message Playmakers has built its identity around and one of Disney's most beloved, most universally recognised characters is now carrying it forward.

Note to media

About Disney Future Generations Programme

Through the Disney Future Generations programme and initiatives such as UEFA Playmakers, The Walt Disney Company EMEA helps children and young people discover their potential through Disney’s stories and characters. In 2025, the programme reached over 248,000 young people across the region, building confidence, skills and self-belief through opportunities in education, sport and the creative industries. Discover more here.