UEFA extends with Leaders XX Series to drive commercial reality of women’s game

March 21 – UEFA has extended its partnership with the Leaders XX Series into a second year. The Leaders XX Series is a forum that gathers football and sports industry leaders grow women’s sport through innovation.

“In its inaugural year, the Leaders XX Series brought together over 40 brands and 40 clubs, leagues and federations from 25 countries including Facebook, Nissan, Manchester City, the Rugby Football Union, and YouTube” said James Worrall, CEO & Founder of Leaders.

“At Leaders it’s our ambition to bring together, regularly, the key influencers that can catalyse growth in women’s sport. The XX Series gives a platform with reach across the entire global sports industry by way of online content and a series of events throughout 2018.”

The first meeting under the extended partnership takes place at Stamford Bridge, Chelsea, next week. The think tank will be followed by the opportunity to watch Chelsea’s women’s team in Champions League action. In total there will be three trade-focussed events culminating in the Leaders conference week in October.

The UEFA hook up is an important part of the European governing body’s drive to expand the women’s game both in terms of participation – UEFA is targeting making women’s football the leading sport in each of its 55 member associations by 2020 – as well as unlocking the commercial opportunity of the women’s game.

UEFA’s #WePlayStrong initiative is breaking new ground in both respects.

UEFA recently unbundled its sponsorship rights from the men’s game was a key moment for the  commercialisation of the women’s game in terms of opening up a new financial landscape.

“The past year has been an exciting one for us as we launched our Together #WePlayStrong campaign and enjoyed the most successful UEFA Women’s Euros to date,” said Guy-Laurent Epstein, Director of Marketing at UEFA.

“We are now committed to continuing that growth at a strategic level, by increasing participation and increasing fandom in women’s football, but also to recognise the commercial sponsorship opportunities that exist in women’s football, which are growing at a rapid rate.

“This partnership allows UEFA to share its journey with an audience aligned behind our own objectives and potential partners who want to share that journey with us, or help expand our knowledge with their own experiences.”

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