Out of the sidelines

Editor Sandra Smolcic

Follow Sandra

Women, football, culture - and new perspectives. Her Game Culture is bringing a cultural programme to the pitch for the Women's European Championship that takes a fresh and bold approach to gender issues.

So-called players' wives? We probably all know a few. But what about women who play football themselves?

When the name Lehmann is mentioned, even 14 years after his career ended, many people still think of the German goalkeeper rather than the Juventus striker. The associations with women's football rarely go beyond the image of bobbing ponytails and the vague idea that the gender pay gap does not stop at women playing football.

Why is that? That's what the creators behind the Her Game Culture initiative asked themselves. And above all: what can be done about it?

Eveline Schüep from the Kulturvermittlung association is one of the women who not only want to help women's football gain more visibility, but also the visibility of women in general - through cultural projects. "It's true that emancipatory issues are particularly virulent in culture and art as well as in sport - in football, for example. It becomes clear how many similarities there are between these areas."

More than 50 cultural institutions from the city and canton responded to the association's call to bring women's football out of the sidelines with creative workshops, flash mobs and city tours. "It was like popcorn. The idea was to put together a cultural programme as part of the Women's European Championship - and then it popped! It suddenly popped and became really big."

Vom Rasen auf den Laufsteg Modenschau Josefwiese 21.6.25 15:30

Einfach Zürich: Fabienne Hadorns KABOOM ROOM

Vom Rasen auf den Laufsteg Modenschau Josefwiese 21.6.25 15:3

Although media attention for the European Championships is still rather muted compared to other competitions, women's football is by no means leaving Zurich - and cultural institutions in particular - cold. Especially because it brings topics such as gender and feminism, equal rights and integration onto the pitch like almost no other sport - and far beyond. The aim of the cultural programme is clear: it should not just be a decorative nice-to-have to go with the action in the stadium, but a catalyst for dialogue between those interested in culture, sports fans and everyone in between.

Eveline Schüep knows only too well from her work as a mediator that women do not have the same presence as men in sports reporting or in art and culture: "It's like a rat's tail. What is not visible is not looked at, not considered important". Is this why the initiative chose a pair of eyes as the visual for the campaign? Quite possibly.
That's why: All eyes on women's football! - and on the joy of togetherness. Because one thing should not be forgotten despite all the seriousness, says Eveline Schüep: "Above all, it's about having fun!"

The cultural programme Her Game Culture runs until the beginning of August.

A few highlights:

13 June: Theatre HORA - Open Lab Women's Football

21. June: Football Fever Festival Kiosk Josefwiese

21 June: Museum of Design - How do I knit a fan scarf?

21 June: Textil KulTour & Kiosk Josefswiese & Fashion Revolution: From the lawn to the catwalk - the big upcycling fashion show

28. June: Frauenstadtrundgang Zürich: Nicht mehr im Abseits?!

5 July: Simply Zurich - Kaboom Room

6. July: Garage Wetzikon - Youth film "Einfach Sieger sein"

12. July: Zirkusquartier Zurich - Workshop foot juggling

Here to Play – The History of Women’s Football in Switzerland

The FIFA Museum is adding another chapter to its historical account of women's football. From 3 June to 17 August, a pop-up exhibition in Zurich will tell ...

Kino Xenix

Sieger sein

Mona spielt leidenschaftlich Fussball und formt ein Team. Im Rahmen von «Her Game Culture», dem Zürcher Kulturprogramm zur Frauen Fussball EURO 2025.

Kunsthaus Zürich

Frisuren, Outfits und Körpereinsatz – eine dialogische Führung

Her Game Culture, Zürcher Kulturprogramm zur Frauen Fussball EURO 2025.

Museum für Gestaltung Zürich

Wie stricke ich einen Fanschal?

Sind Sie ein Fussballfan? Von welchem Team, welcher Person, welchem Gegenstand oder Wort sind sie begeistert? Zwischen Fan und Fanobjekt steht der Fanschal, ...

Sogar Theater

sogar am Ball – Eine Hymne aufs Team

von und mit Sibylle Aeberli und dem sogar Chor.

Literaturhaus Zürich

HER GAME – Living Football Library mit Leandra Flury, Helen Hürlimann, Giulia Looser, Laura Rivas Kaufmann, Laura Vetterlein

Alles, was Sie schon immer über Frauenfussball wissen wollten, aber niemanden fragen konnten: Aus Anlass des Zürcher Kulturprogramms zur Frauen Fussball ...

Theater am Gleis

Impro Royale - Women EM

We're bringing women's football to the stage! Actresses from all over Europe bravely compete against each other in the improv arena at the Theater am Gleis...

Garage Wetzikon

Her Game Culture: Film Copa 71

The film Copa 71 documents the extraordinary story of the 1971 Women's World Cup in Mexico, followed by a panel discussion.

Musée Visionnaire

Sonntagsatelier zur Frauen EM

In diesem kreativen Workshop lassen wir uns von den kunstvollen Aufklebern der Tschutti-Heftli inspirieren und werden selbst aktiv! Mit Stift, Pinsel oder ...

Garage Wetzikon

Community Watching Women's European Championship and opening concert

Before the opening match of the Women's European Championship, the Zurich Singakademie will play a musical match at 5 pm, followed by public viewing.

Millers

Einfach Zürich: Fabienne Hadorns KABOOM ROOM

Im Rahmen von «her game culture» und der Frauen EM gibt’s ein Special im Millers: Einen Kaboom Room zu Sport und ADHSIn Fabienne Hadorns Kaboom Room ...

Museum für Gestaltung Zürich

Achtung, fertig, losgedruckt! Textile Manifeste zur Frauenfussball-EM

Bedrucke mit SIEBUNDBROT ein mitgebrachtes T-Shirt für die Fanmeile. Die im Workshop «Claim your Merch!» entstandenen Logos und Symbole stehen für dich ...