Doris Keller: Delivering a Landmark Women’s Euro 2025 and Charting a Sustainable Future for Women’s Football

Two years ago, the UEFA Women’s Euro 2025 organization was borrowing chairs from a furniture shop in Bern. Last summer, stadiums across Switzerland were sold out. This is the story of the work and leadership that transformed a vision into a reality, and the challenges of building lasting momentum for women’s football.

From Vision to Reality: The Early Stages

Doris Keller, tournament director for UEFA Women’s Euro 2025, recalls a pivotal moment: sitting in the tribune as the Swiss national anthem played at the opening match. It was the culmination of years spent convincing stakeholders of the event’s potential. “Before it, I always had one goal – to deliver,” she says. “I just wanted to deliver the perfect tournament.”

Keller began laying the groundwork long before the official promotion campaign launched, traveling to events, educating journalists, and building relationships with city communities. This early education phase proved crucial, addressing skepticism and highlighting the opportunities presented by women’s football. As Keller reflects, many were “not knowing, but still judging women’s football and comparing it with men’s.”

The Importance of Partnership and Narrative

PACE, a marketing partner, joined the project early in the process, helping to shape the narrative before it reached a wider audience. Keller valued their passion for women’s sports and their commitment to creating a unique identity for the tournament, distinct from a “men’s tournament with a different logo.” The goal wasn’t simply to sell tickets, but to build belief in the potential of women’s football.

A turning point came when the Swiss Federal Council initially declined full public funding. The resulting media coverage, though unexpected, sparked a national conversation about the value of women’s sports, generating publicity the tournament’s budget couldn’t have secured.

Prioritizing Safety, Ticketing, and the Fan Experience

Keller emphasizes that safety was a paramount concern, recognizing that fans of women’s football may require a greater sense of security to attend events. This focus extended to all aspects of the fan journey, from public transport to the in-stadium environment, ensuring a welcoming atmosphere for families and individuals alike.

Flexible ticketing policies – allowing ticket sales before the knockout bracket was confirmed, creating a live exchange platform, and adjusting promotional efforts based on demand – proved to be a powerful tool. The tournament broke attendance records, surpassing the previous mark set at the 2022 EURO in England with 623,088 fans.

Beyond the Hype: Building Sustainable Momentum

While the tournament generated significant hype – sold-out stadiums and national headlines – Keller acknowledges the challenge of converting this enthusiasm into lasting momentum. She believes that structural changes, such as clubs opening girls’ teams and increased investment in women’s football, should have begun before the tournament peaked.

Keller also notes that some sponsors who actively supported the tournament have not maintained their commitment to women’s sports in the years following the event, missing an opportunity to build long-term engagement.

Leadership and Legacy

Keller’s leadership style prioritizes clarity, open communication, and a structured approach. She emphasizes the importance of supporting her team and fostering a culture of collaboration and respect. A personal experience during the tournament build-up, a two-week hospital stay, reinforced the demand for self-care and prioritizing well-being.

Looking ahead, Keller believes that providing equal opportunities is essential for accelerating gender equality in sport. “When women’s sports thrive – the world wins,” she states.