Unstoppable: Women’s EURO Final Forum sets out sustainable future for game

From Emma Hayes to Melanie Leupolz, our WEURO Final Forum brought together a powerful line-up of key decision-makers, administrators, coaches and former players who are all working to take the women’s game to the next level.

At the heart of discussion was the four long-term goals of Unstoppable, UEFA’s six-year strategy to create a sustainable future for women’s football.

By 2030, we want football to be the most-played team sport by women and girls in every European country, the most sustainable and investable women’s sport, a sport celebrated for its unique values, and for Europe to be the home of the world’s top players.

The WEURO Final Forum served as a platform to turn this ambition into action, with attendees – including UEFA Executive Committee members, national association presidents and general secretaries, women’s football leads and representatives from Europe’s top leagues and clubs – exchanging the latest ideas, listening to fresh perspectives and engaging with experts from all areas of the game.

UEFA deputy general secretary Giorgio Marchetti and women's football director Nadine Kessler welcomed delegates, setting the tone for the day ahead.

UEFA managing director of women's football Nadine KesslerUEFA via Getty Images

Home of the world's top players and professional opportunities

To secure Europe’s position as the destination of top talent in the women’s game, we are working towards a goal of six fully professional women’s leagues and 5,000 fully professional players across the continent by 2030.

A panel of influential voices in the women’s game came together to explore how this can be accomplished – former England captain Steph Houghton, UEFA Women’s EURO 2013 champion Melanie Leupolz, UEFA Women’s EURO 2025 ambassador Lara Dickenmann, and UEFA Executive Committee member and Norwegian FA president Lise Klaveness.

Moderated by former Swiss international Philippe Senderos, the panel focused on what defines a truly professional environment, how to support players on and off the pitch, and the future of the women’s game.

"When I started playing 14 years ago, it was a completely different world," Leupolz said. "We needed to wash our own kits, we had one physio coming once a week, we had to wait three hours to get treatment. The most important thing to players is what they have on a daily basis to help them perform as a professional.

"I still think we have a way to go, but we are now on a level which is so professional – I almost wish I could start my career now. At the same time, I’m so proud of what we have achieved in our careers, how we pushed the barriers, and how we helped women's football to be where it is now.

"I know the new generation will push even further and faster, and it's just exciting to see how women's football is developing."

Leading player voices in the women's game took part in a panel at the WEURO Final ForumUEFA via Getty Images

The most sustainable and investable women's sport

As the commercial potential of women’s football continues to rise, ensuring it becomes the most sustainable and investable women’s sport is a core goal of the Unstoppable strategy.

Discussing how to achieve this were two trailblazers who have all made a huge impact on the growth of the women’s game – FIFA chief football officer and World Cup-winning coach Jill Ellis and English FA chair Debbie Hewitt.

"Our priority is making sure investment is across the pyramid," Hewitt said. "All the time, we’re trying to balance the fact that those lower levels of the pyramid need the same investment as the elite clubs. We have to make sure that we're bringing the talent pipeline through."

Celebrated for its unique values and community

With deep roots in inclusivity, progressiveness and resilience, the women's game can be a force for positive societal change. Protecting and celebrating this unique identity is a key aspect of the Unstoppable strategy.

Glenn Micallef, European Commissioner for Intergenerational Fairness, Youth, Culture and Sport, gave a keynote speech on this theme, exploring how the women’s game unites communities and promotes inclusion across Europe.

"Football knows no gender," Micallef said. "Football belongs to everyone, and this month has shown that beautifully. We have seen excellence, unity and inspiration that shines on the field."

The most-played team sport

We want to make football the most-played team sport for women and girls in every country in Europe, creating more grassroots opportunities and ensuring there are also pathways for coaches and referees.

In a collaborative presentation, English FA senior national development manager Clare Daniels, Finland FA head of youth national teams Marianne Miettinen and Serbian FA digital marketing specialist Aleksandra Stojković shared their experiences of boosting football participation among women and girls.

Aleksandra Stojkovic of the Serbia FA speaking during the Final Forum UEFA via Getty Images

Attendees also heard a keynote speech from Armen Melikbekyan, Armenia Football Federation president and UEFA Executive Committee member, on the growth of the women’s game in his country.

The Forum concluded with a speech from UEFA vice-president Laura McAllister, who reflected on the significance of Wales’s historic debut at Women’s EURO 2025 and what it could mean for the future of the game.

"Women's football will only thrive when there is real equality for girls and women everywhere," McAllister said. "Using major tournaments like this one as legacy drivers for social change eventually becomes a virtuous circle.

"As long as there is strategy, resource and agency, then legacy investments in grassroots, in schools and in communities will, over time, bring more qualifications, greater competitiveness and further elite success."

A powerful closing video, titled Here to Stay, captured the spirit of the tournament and the legacy it is set to leave behind.