The UEFA Women’s EURO 2025 has captivated Switzerland, with an unprecedented attendance mark achieved during the group stage.
An impressive 461,582 spectators populated the stadiums throughout the country during the 24 group matches, surpassing the attendance figures from the tournament held in England three years prior by over 100,000.
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The upcoming challenge for women’s football, both in Switzerland and globally, involves harnessing this enthusiasm to cultivate meaningful advancement from the ground up. This precise objective is what excites Swiss icon and two-time Champions League victor Lara Dickenmann as an ambassador for Just Eat’s Feed The Game initiative.
“I am very drawn to the purpose, as it aligns with my own dedication within football: to facilitate greater access to the sport for girls and to enhance their retention in the game,” Dickenmann shared with OneFootball.
The Feed The Game initiative connects dining establishments with nearby grassroots football organizations, offering resources such as funding, educational opportunities, equipment, and events tailored for girls embarking on their football journeys.
For a considerable period, notably during Dickenmann’s formative years, women’s football encountered insufficient focus, backing, and suitable financial support, but initiatives like Feed The Game illustrate the evolving landscape concurrent with the sport’s advancement.
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“Collaborative efforts are crucial,” Dickenmann emphasizes. “We have long been dedicated to propelling women’s football forward, but it is an endeavor that necessitates collective engagement. This includes engagement from political bodies, media outlets, restaurants, men’s football entities, federations — a unified approach is indispensable for further progress. Individual actions alone are insufficient, but together, we can achieve significant outcomes.”
“To me, Just Eat is an exceptional brand that exudes positivity, forging connections with both football in general and women’s football in particular, especially now with the EUROs being held in my home nation. Witnessing the formation of these previously nonexistent connections is truly remarkable, particularly given the initiative’s sustainable nature and its potential to extend beyond the current EUROs season, thereby establishing a lasting legacy for women’s football.”
Establishing a legacy holds significant importance for Dickenmann as she observes her country’s successful hosting of this summer’s tournament, having represented Switzerland 135 times. Although considerable advancements have transpired in recent years, continuous assistance is required at the grassroots level to effectively channel this impetus and secure enduring, impactful transformation.
“Today, young girls and women pursuing football have access to greater opportunities. In my early years, there were limited women’s teams, whereas now, most girls interested in playing can locate a girls’ team and feel welcomed. While the sport is expanding, there is still work to be done to reach our ultimate aspirations.”
Dickenmann, who has regularly played for European powerhouses Lyon and Wolfsburg, has experienced firsthand the significant advancements at the pinnacle of the sport.
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“At the elite level, media coverage has grown significantly, players have gained substantial recognition and societal prominence, and various aspects, ranging from compensation to venue selection and spectator turnout, have experienced rapid growth. It is now crucial to ensure that we maintain momentum at the grassroots and structural levels, so as to sustain this advancement over the long term.”
Recently, Dickenmann’s return to Wolfsburg was announced, where she will oversee the club’s academy, with the goal of cultivating the next generation of talent. Initiatives like Feed The Game will play an essential role in accomplishing this objective, particularly in the country hosting this year’s tournament.
When asked about the areas where she would like to see advancements in women’s football, it is evident that Dickenmann’s focus is on the future stars of the game.
“In Switzerland, the structure needs improvement. Women’s football is underrepresented in the decision-making echelons of the sport, which is why our presence is essential when discussing and making decisions about the game if we want to advance and develop it. This aspect, along with grassroots football, is crucial: a broader and more robust foundation will invariably lead to growth and improvement at the highest levels.”
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“I have particularly noticed its expansion in the UK and the US, and I am impressed by the diversity, which mirrors the values that we, as women’s football players, generally uphold.”
Of course, we couldn’t let her go without inquiring about her preferred post-match indulgence following 90 minutes of intense exertion.
“Pizza!” she exclaimed without hesitation. “I cherished the moments when pizza was brought into the locker room, allowing us to enjoy it prior to showering… Ideally, during our celebratory moments!”
