Nadine Kessler is very satisfied with the way the women’s European Championship has gone so far. The head of the women’s football department at UEFA wants to continue to focus on growth from the sport. From their point of view, before the much-discussed “equal pay”, “equal play” must first be achieved.
“We are overjoyed. We saw great football games and there was also a very good atmosphere in all the stadiums with many spectators. I think it was really a start, just as we had imagined,” said the 34-year-old in an interview with Sportschau before the last preliminary round duels on the edge of a sponsor appointment.
The former world footballer of VfL Wolfsburg, who had to end her career early due to injury, started at UEFA shortly before the start of the EM in the Netherlands in 2017. A lot has changed since then.
One number makes this particularly clear: Five years ago, 240,045 fans followed the entire tournament in the stadiums, but Euro 2022 broke the old record of 248,075 even before the end of the preliminary round. The association announced this on Thursday evening (07/14/2022).
First “Equal Play”, then “Equal Pay”
“This women’s European Championship is our flagship. But we have also changed the Champions League and the youth competitions. An additional 50 million euros have been invested in development in Europe. We have a plan and we are sticking to it,” emphasized Kessler and added added: “We will continue to work strategically to advance all these competitions, but also what is happening with the grassroots. Sustainability is a very important issue in women’s football.”
For the European women’s football boss, the much-discussed “equal pay” is closely linked to the topic of sustainability. Even Chancellor Olaf Scholz recently got involved in the debate. But from Kessler’s point of view, a lot still has to happen before it can really be discussed seriously. First of all, it is important to ensure “equal play”, i.e. the same framework conditions for women.
“Women’s football needs investment at all levels. This women’s European Championship costs UEFA five times more than the last one. And additional money must go into development. That’s why I ask the counter question: Is it sustainable to put all this money into prize money for the 16 nations to invest? Or do we have to think a bit more long-term?” said Kessler.
Regular reporting also between the tournaments
Women’s football is “still in its infancy in terms of visibility and commercialization”. Before talking about big money, you have to “put the product of women’s football on its own two feet” and first of all generate income yourself. Kessler is convinced that this is possible: There is “infinite potential – also commercially and economically”.
It is also important for respect for women’s football to put it on its own feet in the long term.
But that requires regular reporting. “The football has to be good and the game has to be broadcast. People mustn’t forget the topic of women’s football between the European Championships and the World Cup,” emphasized Kessler, addressing the central issue. As long as there are no more people interested in women footballers in their country apart from the big events, there will probably be no changes.
In England, Spain and Italy – where there are now professional leagues – a lot has recently been done to support women. In Germany there are more and more professional players, but the Bundesliga is still a long way from being completely profitable.
Rethinking among the younger generations?
Her nephew, Kessler said with a laugh at a subsequent panel discussion on the topic of diversity and gender equality, still believes that she is the best footballer ever. As head of women’s football at UEFA, she wants to inspire the football fans of tomorrow. And she also sees herself on the right track after the experience at the European Championships in England: The atmosphere in the stadiums, which are mainly visited by families and groups of young people, is good for everyone: “These are nice games, and you can also watch them future generations. And I think that’s important.”