CARDIFF – The Football Association of Wales (FAW) has been recognised on the world stage after winning Best Women’s Football Initiative at the World Football Summit Awards 2025 for the “For Us. For Them. For Her.” campaign, delivered around Cymru’s historic participation at UEFA Women’s EURO 2025. The award celebrates the FAW’s groundbreaking campaign that went beyond Cymru’s first-ever qualification for a major women’s tournament.

It created a nationwide movement that honoured the history of women’s football, championed the Cymru National Team, and inspired thousands of women and girls to play, coach, referee and engage with the game.

The FAW will officially receive the award at a ceremony in Madrid on 15 October. The World Football Summit Awards honour and celebrate the talent, passion and dedication of sports businesses and professionals who are shaping the football industry.

Built on three strategic pillars – Ysbrydoli (Inspire), Cymuned (Community), and Ar Ben y Byd (Wales on the World Stage) – the FAW’s campaign combined football, culture, and identity to deliver long-lasting impact both on and off the pitch.

Highlights included:

• Chwarae FOR HER, a nationwide week of free football for girls.

• The Amser Ni Club Grant Scheme, helping create over 130 new girls’ teams at

U6–U9 level.

• A £1 million Environments FOR HER Fund improving grassroots facilities for

women and girls.

• A EURO Trophy Tour reaching over 40 schools, clubs and communities.

• The inspirational Cymru squad announcement on Yr Wyddfa, covered by global

media.

• Murals, festivals and cultural events that celebrated Cymru’s players and

communities.

• Major growth in grassroots football programmes, including a 44% increase in

Huddle providers (ages 4–11) and a 200% increase in BE.FC opportunities

(ages 12–16).

The campaign delivered significant results:

• A cumulative media reach of 8.35 billion across press and social channels.

• 14.3 million social media impressions across match day periods.

• A 41% increase in female audiences across FAW’s social platforms.

Crucially, the initiative embedded legacy into every action, ensuring sustainable pathways for women and girls in football. From free sessions to grassroots grants, coaching and refereeing networks, and inclusive facility investment, the FAW has laid foundations for long-term growth in line with its Our Wales: For Her strategy.

Some of the work undertaken by the FAW during UEFA Women’s EURO 2025 was assisted by the Welsh Government’s EURO 2025 Partner Support Fund. Speaking about the award, Noel Mooney, FAW Chief Executive, said: “This recognition is not only a celebration of Cymru’s qualification for EURO 2025, but also of the collective movement we built across the nation. ‘For Us. For Them. For Her.’ showcased the power of football to unite communities, inspire a generation of girls, and project Welsh culture and identity on the global stage. The legacy will ensure that women’s and girls’ football in Wales continues to thrive for years to come.”

The World Football Summit Awards honour outstanding projects shaping the future of the global game. The FAW’s recognition highlights Cymru’s growing influence in women’s football and its commitment to creating a more equal and inspiring future for the sport.

Bethan Woolley, the FAW’s Strategic Lead for Women and Girls Football, said: “Cymru’s qualification for its first women’s major tournament marked an historic milestone for women and girls’ football in Wales. It was essential that we seized this moment to inspire and engage women and girls across the nation. Being recognised on the world stage for the Football Association of Wales’ efforts is a tremendous honour – but our commitment to creating a lasting legacy is far from over.

“We are extremely proud of what has been achieved in 2025, and even more determined and motivated to drive further progress in the years ahead.”

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