Topics: football, sports, women's football, women's empowerment, project management, communication, city branding, contract management
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Good afternoon, Ms. Sutter. You are a lawyer and most recently worked as Head of Regulatory Affairs at Swiss Post. What motivated you to take on the role of co-project manager for Host City Bern for the UEFA Women’s EURO 2025 (WEURO25)?

There were several aspects that attracted me to this role. In addition to my passion for football and my love for the city of Bern, it was above all the legacy aspect that convinced me. This tournament is closely tied to that idea. With EURO 2025, we want to sustainably promote and support girls and women in football, in sports, and in society at large.

What personally fascinates you about football?

The athleticism, the tactics, the fight, the team spirit, and of course the emotions – both on the pitch and in the stadium. You can only succeed together; every single team member is essential to achieving a win.

The supportive sporting and political environment, an incredibly dedicated team, and the combination of a major sporting event with a music and cultural festival in the city center are truly fascinating. - Hannah Sutter

What are your responsibilities as co-project manager for Host City Bern, and what excites you most about this role?

I share the overall project management with Marc Heeb, the long-standing head of the city’s police inspectorate. Marc Heeb primarily focuses on matters involving public authorities, such as public space, permit management, security, and mobility and traffic. I am responsible for the supporting program in the fan zones, pre-event activities, marketing and communication, volunteers, sustainability and legacy, as well as many legal aspects such as negotiations with UEFA and all contractual matters. We jointly handle human resources and finances.

The supportive sporting and political environment, an incredibly dedicated team, and the combination of a major sporting event with a music and cultural festival in the city center are truly fascinating.

What challenges did you face in your role, and how did your legal background help you?

At the start of the project, we were working from a blank slate. We had to quickly – with only 1.5 years until the tournament – turn that into a landscape of concepts, challenges, and solutions. UEFA itself had no clear vision of how the UEFA Women’s EURO 2025, which for the first time will be held as a so-called major tournament (like the men’s), should be implemented in the host cities. For example, unlike the men’s tournament, there is no requirement for host cities to organize fan zones or public viewings. These are optional. However, from the very beginning, we knew that in Bern we wanted to show all matches via public viewing and offer an engaging program for both locals and visitors.

My legal background helps me every day – whether in negotiations with UEFA, UEFA sponsors, our host city partners, agencies, artists, infrastructure partners, and service providers, or in the political context and project management.

During the preparation phase, the budget was a recurring topic. Looking back, how do you assess the financial resources and support?

We need to make a distinction here. Unlike the men’s EURO 2008, where the city credit had to go to a public vote and was approved only by a narrow margin, political and societal support for the UEFA Women’s EURO 2025 has been strong from the outset. The City Council approved a commitment credit of 6.1 million Swiss francs as early as the end of November 2022. Things took a bit longer at the cantonal level, but there too, support was substantial. For the host cities of Bern and Thun, the Bernese Grand Council approved a credit of up to 6.58 million francs in June 2024. At the federal level, it was more difficult. We had to fight for appropriate financial support for the largest women-specific sporting event in Europe. Initially, the federal government only wanted to grant 4 million francs, which also had to be offset elsewhere. It was only under significant political pressure that Parliament overturned this decision and approved a contribution of 15 million francs (for legacy measures, integration of public transport tickets, and a national campaign).

What initiatives has Host City Bern implemented to generate public interest, and how can the city benefit in the long term from this major event?

We have launched a variety of initiatives and projects to increase public interest in EURO 25 and women’s football. With “Berner Ballzauber,” we created a dedicated identity — including a logo and tagline — for all activities of Host City Bern around the tournament. Since mid-2023, we’ve been promoting the matches taking place in Bern and our diverse side program. We rolled out a “Berner Ballzauber” tram and an EURO 25 bus across the city. For our 100 Days to Go event, we partnered with BSC YB and organized an FF-12 girls’ tournament at Wankdorf Stadium on March 22, co-initiated the first YB Kids Day ahead of a YB Women’s match, and set a new AWSL attendance record with 10,647 spectators. We also co-organized a parliamentary football match — featuring players from FC Nationalrat and FC Helvetia — on the Bundesplatz, the official fan zone, about three weeks before the tournament. It was a great way to build political excitement, and it worked wonderfully.

Thanks to EURO 2025, Bern will have the opportunity to present itself at its best for about four weeks — to locals as well as visitors from Switzerland and abroad. With the summer football festival “Berner Ballzauber” and a strong connection between sport and culture, we aim to create unforgettable experiences for everyone: public screenings of all matches, the specially produced Bern-based film show UNSTOPPABLE about the history of women’s football, a rich program of concerts and DJ sets on the Bundesplatz, and much more.

How is the city reacting, and is the EURO atmosphere already noticeable in Bern?

Excitement is building, reactions are very positive, and the pulse is rising. This week, we began setting up on the Bundesplatz and the Waisenhausplatz. On Tuesday, July 1st, we’ll officially open the fan zone on the Bundesplatz with a big celebration and two concerts. For some time now, “Berner Ballzauber” table football games have been popping up in various locations across the city. In early June, poster displays promoting the Host City Bern side program were installed throughout the city. At the Zytglogge, on the Münsterplattform, at the Bear Park, and in the Rose Garden, oversized EURO-themed photo frames invite visitors to capture special memories. And since yesterday, it’s clear to everyone — locals and visitors alike — that something big is happening: EURO 25 flags are now flying in various streets, and a giant official match ball welcomes guests at the main train station.

What measures are being taken in Bern to ensure that the UEFA Women’s EURO 2025 is a sustainable event?

On March 5, 2025, the eight host cities published their individual sustainability charters. These are based on the United Nations’ Sustainable Development Goals (SDGs) and serve as a foundation for planning and organizing all activities related to EURO 25. Host City Bern is placing a particular focus on SDG No. 5 “Gender Equality”, No. 12 “Responsible Consumption and Production”, No. 13 “Climate Action”, and No. 17 “Partnerships for the Goals”.

In the area of gender equality, legacy — the long-term impact of EURO 25 — plays a central role. Our wide-ranging legacy initiatives aim to create better structural conditions, increase visibility, and promote new female role models. For example, in collaboration with the Bern-Jura regional football association, we are running numerous projects to increase the number of female coaches, referees, officials, and goalkeepers. The city and cantonal sports offices have also launched several new “girls only” programs.

In terms of climate action, one key measure is the nationwide integration of public transportation into match tickets. When it comes to consumption and production, Host City Bern is prioritizing rented materials during the planning phase whenever possible. If we do need to purchase new materials, we carefully consider from the outset how they can later be reused or recycled. For instance, the natural turf at Wankdorf Stadium will be relocated to another site in the city of Bern after the tournament.

Moreover, we have set ourselves the clear goal of fostering and improving collaboration with local stakeholders at all levels. EURO 2025 is also intended to have a long-term positive impact on local businesses and the regional economy in and around Bern.

Finally: what advice would you give to lawyers who are considering a similar career path?

Be open-minded and courageous, don’t be afraid to take unconventional paths, and believe in yourself — even in areas where you don’t yet have experience. It’s absolutely worth it!

Thank you very much for sharing these valuable insights into your exciting career. We wish you continued success and all the best for the future!

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