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Women's Euro 2025 Tournament Ambassador | Lara Dickenmann Leads Historic Event in Switzerland

Lara Dickenmann: The Face of Women's Euro 2025 in Switzerland

As the official Women's Euro 2025 tournament ambassador, Swiss football legend Lara Dickenmann is at the heart of what could be the most transformative event in women's football history. With the tournament set to take place across Switzerland from June to July 2025, excitement is building, but so are questions about its long-term impact.


A veteran of 135 international caps and a two-time UEFA Women's Champions League winner with Lyon, Dickenmann brings unparalleled credibility to her role. Her appointment as ambassador signals UEFA's commitment to having former players shape the tournament's legacy.


Why This Tournament Could Be Game-Changing

Dickenmann is leading UEFA and the Swiss FA's ambitious 'Here to Stay' legacy plan, which aims to create lasting change in three key areas:


  1. Participation Growth

  2. Target of doubling registered female players in Switzerland (40,000 → 80,000)

  3. Focus on retaining teenage players who often drop out


  1. Infrastructure Development

  2. Upgrades to training facilities across host cities

  3. New investment in the Swiss Women's Super League


  1. Visibility Boost

  2. Record TV coverage across Europe

  3. Free public viewing areas in major Swiss cities


The financial commitment is unprecedented, with a record €41 million prize pot, a 156% increase from 2022. For context, this equals about 20% of the men's Euro 2024 prize money, showing significant progress in closing the gender pay gap in football. 


Pepsi's Star-Studded Support: More Than Just Marketing?

Adding to the buzz, Pepsi has unveiled a powerhouse lineup of ambassadors, including:


  • Alexia Putellas (Spain) - The two-time Ballon d'Or winner brings global star power

  • Lauren James (England) - Represents the new generation of attacking talent

  • Caroline Graham Hansen (Norway) - One of the world's most creative wingers


The campaign includes:


  • Giant murals in London, Barcelona and Oslo

  • Behind-the-scenes documentary series

  • Player takeovers of Pepsi's social channels


While this marketing push boosts visibility, critics note that only 2 of the 12 main ambassadors come from host nation Switzerland. Some argue brands should do more to promote local stars alongside global names.



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Tournament Essentials: What Fans Need to Know


Key Competition Details


  • Dates: June 23 - July 27, 2025

  • Host Cities: Zurich, Geneva, Basel, Bern + 4 smaller venues

  • Format: 16 teams in 4 groups, knockout rounds from quarterfinals


Switzerland's Group Stage Challenge


As hosts, Switzerland faces a tough Group A:


  1. Norway (Ada Hegerberg & Graham Hansen)

  2. Iceland (2023 WWC surprise package)

  3. Finland (Physical, organized opponents)


Dickenmann believes the home advantage could be crucial: "Our girls will feed off the crowd's energy. The Basel stadium will be rocking for every Switzerland game."


Players to Watch


Beyond the ambassadors, keep an eye on:


  • Aitana Bonmatí (Spain) - Current Ballon d'Or holder

  • Khadija Shaw (France) - Coming off a record WSL season

  • Jule Brand (Germany) - The tournament's most exciting young winger


The Big Question: Will Legacy Outlast the Tournament?


The optimism is justified by several factors:

  • Unprecedented investment in women's football infrastructure

  • Mainstream media coverage reaching new audiences

  • Commercial growth with brands like Pepsi committing long-term


However, challenges remain:

  • Many grassroots clubs still lack basic facilities for girls

  • Pay disparities persist below the elite level

  • Risk of post-tournament enthusiasm fading


As Dickenmann reflects: "We've waited decades for this moment. Now we must ensure the momentum continues well beyond the final whistle."


A Watershed Moment for Women's Football

The 2025 Euros represents far more than just another tournament. With Lara Dickenmann's leadership as ambassador, record investments, and global star power, it has all the ingredients to be a true turning point for the women's game.


Success won't just be measured in goals scored or tickets sold, but in whether this tournament:


  • Inspires a generation of Swiss girls to play football

  • Delivers lasting infrastructure improvements

  • Sets new standards for future women's tournaments


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