In line with UEFA’s Time for Action strategy, the new branding and the anthem promise to add value to the women’s football championship.
A new logo and anthem for the upcoming UEFA Women’s Champions League 2021/22 season was unveiled Monday. In line with UEFA’s Time for Action strategy, the new branding and the anthem promise to add value to the women’s football championship. The Time for Action strategy aims to double the reach of women’s competition by 2024.
The quadrupling of prize money and addition of a group stage to make the women’s football championship more interesting was previously announced; but, the introduction of the new anthem and the updated logo signals “the beginning of something new.”
Branding agency Works Ltd. is responsible for the new visual identity of UEFA Women’s Champions League. The new insignia will be visible across platforms from the start of the 2021/22 season.
UEFA marketing director, Guy-Laurent Epstein said, “The new brand identity of the UEFA Women’s Championship league has the potential to take the competition to the next level, by giving it the visual recognition that the world’s greatest women’s club competition deserves.”
“The new branding and the anthem, together with the new competition format and commercial model, can only help to make the UEFA Women’s Champions League a more exciting proposition for both our current and prospective partners and sponsors in the future,” Epstein added.
Created in collaboration with the international music agency MassiveMusic, the new UEFA Women’s Championship League anthem has been well received by the players and the media. The anthem has been sung in three official languages of UEFA – English, French and German.
An excerpt from the final verse of the anthem given below projects the pride and honor that the players are bound to feel once they step onto the pitch to play one of the most important championships of their career.
The Time is now
The anthem will be played before kick-off as the players line-up.
UEFA’s chief of women’s football, Nadine Kessler said, “This new anthem represents the beginning of something new, the new UEFA Women’s Champions League. But it’s also representative of the growth of an entire sport so it has a really big meaning.”
“It’s a symbol for all the changes that we made for this competition and it really visualizes the most important moment: the pitch, the stadium when it’s full with fans and the players coming out of the tunnel and that’s what we all should focus on,” Kessler further added.
Listen to the UEFA Women’s Champions League anthem here: