The UEFA Women’s Champions League returns for its 21st edition on Tuesday, beginning with a first-ever, 16-team group stage. The 2021-22 UWCL is the biggest (20% more games with the group phase), best (UEFA is producing every game for TV or streaming purposes with DAZN and YouTube as global broadcast partners) and most lucrative yet ($29 million redistributed to the women’s game across Europe).
For far too long the lens hasn’t fallen on the UWCL until the competition’s later rounds. It’s been a massive disservice to the quality, star power and drama that drives the competition from the start, but the tournament’s latest campaign — “Queens of Football” — aims to celebrate this new-look historic year and elevate the prestige and increased competitiveness of the tournament.
The campaign started in a big way with a Renaissance-inspired image of some of the competition’s biggest names projected onto the Turin Palace in Italy (the final will be played at Juventus Stadium), including Chelsea’s Sam Kerr, Barcelona’s Alexia Putellas, Wolfsburg’s Shanice van de Sanden, PSG’s Jordyn Huitema and Juve’s Sara Gama.
The campaign will continue throughout the season as four artists — Sophie Hird, Tom Mimo, Teresa Fogolari and Giselle Angeles Fragmatista — offer their perspectives on the action that unfolds through the mediums of fashion design, digital animation and 3D sculpture.
Barcelona is the defending champion after hammering Chelsea 4-0 in last season’s final.
“Reaching the final of Europe’s biggest club tournament was a special moment for the team and I,” Chelsea’s Kerr said. “Although we were disappointed to leave as runners-up, it’s given us even more drive and determination to ensure we bring the title home this season. It’s always a true test playing against so many talented players from across Europe and experiencing their different styles of play on the pitch, and it’s really exciting that we can welcome fans across the world to be part of our journey as part of UEFA’s new deal with DAZN.”
