Since 2021, the UEFA Playmakers initiative has gifted magical Disney stories to over 1,800 girls in Ukraine, with its new animated film being "Encanto."

Parents in Ukraine reported that the first pan-European initiative of UEFA and Disney for girls, UEFA Playmakers, inspired their daughters who participated in the program to play football (82%) and join local teams (100%). UEFA and Disney announced the extension of the UEFA Playmakers program for four years — until 2027.

Photo by UEFA Playmakers

UEFA and Disney proudly present the animated musical comedy "Encanto," which won an Oscar, as the new film joining the UEFA Playmakers program after "The Incredibles 2," "Frozen 2," and "Moana" from Disney, in which a strong woman plays the lead role.

The first vice-president of the UAF Anatoliy Demianenko said about the program: "We are very pleased with the impact that the UEFA Playmakers program has had in Ukraine, helping young girls get their first experience playing football. We see how many girls have joined local teams after participating in the program."

Photo by UEFA Playmakers

The coach of the UEFA Playmakers program, Andriy Stryzhchenko from Sinelnikove in Dnipropetrovsk region, noted: "I really like the opportunity to use fun games as a way to instill love for football in young girls. Using recognizable Disney film characters creates a great atmosphere during sessions because both the girls and coaches can talk about a common topic. The program truly unites girls based on shared interests, and the approach to storytelling helps maintain their interest."

In addition to other participants, girls feel more free, which means they are less afraid to ask questions and make mistakes. During sessions, girls become more confident in their ability to work with a ball and equipment, and their communication improves due to shared interests and knowledge of the characters.

Magical experience for girls, parents, and coaches

The UEFA Playmakers program has had a significant impact in Ukraine and succeeded in attracting more girls to football through movement, play, and storytelling, providing unique opportunities for safe, fun, and engaging participation.

Photo by UEFA Playmakers

Inspired by academic research, sessions of the UEFA Playmakers program are held in 30 centers across Ukraine with over 82 trained coaches.

Across Europe, sessions of the UEFA Playmakers take place in 48 European national associations in more than 3,800 cities. Over 73,000 girls have participated in the program, which has prepared over 5,200 UEFA Playmakers coaches.

Feedback from girls, parents, and coaches participating in the UEFA Playmakers program demonstrates a tremendous positive impact in the country:

• 100% of girls tried football for the first time with the program;
• 100% of girls enjoyed the program;
• 91.73% of parents now feel more confident when their daughters play football;
• 94.7% of parents would recommend the program to friends and family.

Laying a path for girls in football

The story of Playmakers is just beginning, and UEFA will continue to develop this momentum so that girls not only get acquainted with football but also continue playing it. The main goal of the UEFA Playmakers program — to provide each Playmakers center with a clear path in football for both players and coaches. To achieve this goal, UEFA will support national associations through special experts who will offer mentorship and conduct further programs.

Photo by UEFA Playmakers

In addition, UEFA will provide wider access to UEFA Playmakers content, allowing girls, families, and teachers to enjoy the activities of UEFA Playmakers regardless of sessions.

"We are very happy to see the expansion of the UEFA Playmakers program over the next four years and continue our partnership with Disney," said Nadine Kessler, UEFA's Women’s Football Director. "Combining physical activity with Disney magic has proven to be a winning combination for introducing girls to football, engaging parents, and giving every girl the chance to experience joy from our wonderful game. I am looking forward to seeing professional female players emerge in the future who can trace their love of football back to their first Playmakers session."

Photo by UEFA Playmakers

Nicolle Morse, vice president of brand and franchise marketing for Disney in Europe, the Middle East, and Africa, noted: "The UEFA Playmakers program inspired by Disney has been such a brilliant collaboration that its extension for the next four years was never in doubt. It was very nice to see our strong female characters and stories like 'Moana' and 'Frozen,' which are such forces of good, inspiring families and children to be more active and spark love for football. The feedback from girls, parents, and coaches has been extremely positive, and we look forward to engaging new audiences with our stories, starting with our new story 'Encanto,' which will air in 47 national associations across Europe."

Photo by UEFA Playmakers

Countries participating in the UEFA Playmakers program

Seven countries participated in the initial pilot phase in February 2020: Austria, Belgium, Norway, Poland, Romania, Scotland, and Serbia.

In less than four years, another 40 countries joined the program, including Ukraine.

The program's Facebook page can be viewed here.

For media attention

Media interested in learning more about the UEFA Playmakers program can visit www.uefa.com/playmakers.

In July 2023, Leeds Beckett University conducted a detailed study among 31 national associations of UEFA participating in the UEFA Playmakers program. Data was received from 1,392 parents and 965 coaches.