Wowment to support mentoring as part of the UEFA Women's EURO 2022 legacy

Aug 17, 2022

As English football looks to reap the benefits of England Lionesses' glorious UEFA Women’s EURO 2022™ win, Women in Football, with the support of the tournament’s official sponsor Heineken®, have announced details of their mentoring programme which will support the careers of almost 100 women across the tournament's host cities.

The mentoring programme will be hosted on Wowment's exciting new mentoring platform.

The scheme will reward and say a big thank you to some of the fantastic women who have worked behind the scenes to make UEFA Women's EURO 2022™ such a phenomenal tournament.

Presenting development opportunities for the mentors as well as the mentees, the programme will be funded by Heineken® as part of their commitment to women’s football and gender equality in the game.

Eleven mentees, who must be aged 18 or over, will be chosen from each of the nine host cities – Brighton & Hove, London, Manchester, Milton Keynes, Rotherham, Sheffield, Southampton, Trafford, and Wigan & Leigh.

The mentoring scheme will form part of the official tournament legacy programme. Mentors will be university-accredited and the programme will be supported by award-winning mentoring specialists Goal 17 alongside Wowment.


Taking action

Heineken®'s commitment to the mentoring programme fulfils its pledge to Women in Football's #GetOnside campaign, launched last September to bring organisations and individuals together to take action for gender equality in football.

Over a four-week period across June and July Heineken® donated 50p for every pack of Heineken® Original, Heineken® Silver and Heineken® 0.0 purchased in participating Co-op stores when shoppers scanned their Co-op membership cards while purchasing. This campaign was brought to life with out-of-store and in-store digital media to encourage shoppers to scan their cards.

Women in Football CEO Yvonne Harrison said: "UEFA Women's EURO 2022 was an incredible spectacle – not just because of the players and coaches but also because of the wonderful efforts of those working behind the scenes at stadiums and fan zones in each of the host cities.

"We're thrilled to be able to offer this professional development opportunity as part of the tournament's legacy programme to say a big thank you to some of these women, ensuring that their contribution is recognised and valued. Cheers to Heineken® and all the Co-op members who took part in the promotion that made this possible!"

Stephanie Dexter, Heineken® Marketing Manager, concluded: “In our aim to be the most inclusive football sponsor, Heineken® is inviting supporters to tackle the bias around the sport and promote equality. We’re thrilled to launch this mentoring programme with Women in Football that will create a legacy for years to come in the host cities of the UEFA Women’s EURO 2022™ tournament. 

“We would like to thank Women in Football for running the mentoring programme and wish all the mentors and mentees that will be participating all the best of luck.”

Joining the scheme

The mentoring programme will last a minimum of three months and will comprise three sessions plus access to ongoing support through an online platform ( and WhatsApp group.

Those taking part must be aged 18+ and live in one of the host cities of WEURO 2022. Women in Football will publicise the application procedure shortly. If you're interested in joining the scheme as a mentor please email [email protected].


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