March 18 – UEFA has launched Queenzine, a new content platform aimed at celebrating the diverse football cultures of cities hosting UEFA Women’s Champions League (UWCL) fixtures, while elevating the competition’s stars and connecting with fans beyond matchdays.
The initiative is part of UEFA’s broader Queens of Football campaign, which juggles UWCL players as both elite athletes and cultural icons, blending online content with city-based activations in an attempt to drive visibility for women’s football and foster deeper fan engagement across select cities.
The platform’s launch comes at a time of serious growth for women’s football. The stats say that viewership of the UWCL has surged by 157% from 2021/22 to 2023/24, with a record 5.1 million tuning in for last season’s final. UEFA says that Queenzine is designed to capitalise on that momentum, offering a lifestyle and culture-focused lens on the women’s game.
Each edition of Queenzine will attempt to highlight the football culture of a UWCL host city, featuring local ‘cover stars’ and exploring how football intersects with community, fashion, art, and more. The initiative also includes real-world fan activations, from curated events and creative collaborations to interactive experiences in key cultural spaces.
The first two editions coincide with the UWCL quarter-finals and spotlight the cities of Munich and Manchester. Future issues will continue to follow the competition, with UEFA aiming to attract new audiences while strengthening connections with existing fans.
On being the first cover star, FC Bayern Munich and German international Klara Bühl said, “I’m very happy and excited to be a part of this project. It’s not often when you get to do something that focuses on what drives you as a person, especially your own personal style and interests. It’s cool to see the bucket hat I crocheted on the cover as well.”
Manchester City’s 22-year-old Australian forward Mary Fowler will be the cover star of the second issue of the series. She said: “I’m so proud to call Manchester home, I loved being part of this campaign showcasing the very best of the city’s football culture – especially as the club have gone to new heights in the UEFA Women’s Champions League this season.”
By expanding the UWCL experience beyond the pitch, UEFA is signalling a commitment not only to the growth of the women’s game but to embedding it more deeply within Europe’s cultural and sporting landscape.
Contact the writer of this story, Harry Ewing, at moc.1742331006llabt1742331006oofdl1742331006rowed1742331006isni@1742331006gniwe1742331006.yrra1742331006h1742331006