UEFA Women's Champions League Takes Queenzine Across Gothenburg

The UEFA Women’s Champions League (UWCL) has collaborated with Swedish art and design duo Swedish Girls to bring its Queenzine fanzine to public spaces across Gothenburg, Sweden. The initiative aims to celebrate women’s football, connect with wider cultural communities and make the sport more accessible to audiences beyond traditional football settings.

Launched in 2025, Queenzine is a fanzine dedicated to celebrating prominent figures in the UEFA Women’s Champions League and the supporters who contribute to the growth of women’s football. The publication explores players’ careers, personal journeys and achievements while highlighting the sport’s connections with fashion, music, film and contemporary culture.

Previous editions have featured Bayern Munich's Klara Bühl, Chelsea's Aggie Beever-Jones, Arsenal's Daphne van Domselaar and Barcelona's Vicky López. The latest edition focuses on Swedish club BK Häcken and marks several milestones for the publication. It is the first edition to feature the club, the first to be launched in Sweden and the first to feature a coach, Elena Sadiku, on its cover.

Key Highlights:

• UWCL partnered with Swedish Girls to showcase Queenzine across Gothenburg.
• The latest edition features BK Häcken and coach Elena Sadiku.
• Five custom magazine stands promote women’s football in public and cultural spaces.

BK Häcken played Chelsea on Matchday Four of the UEFA Women's Champions League in Gothenburg in the same match in which the team was launched. The project aimed to capitalize on the recent advances of the Swedish club in women's football on the European stage and to expand the readership of the publication.

The latest edition, Queenzine, was produced in collaboration with an artistic duo, Swedish Girls (Josefin Zachrisson and Mira Bergh). The artists have been involved in experimental installations, objects, performances and spatial environments and have created five customised magazine stands for the limited edition publication that will be on display throughout the city.

The stands were set up on November 5 to 11, at five venues located at contemporary art gallery Galleri Thomassen, design and craft museum, Röhsska Museum, an Italian vintage clothing store, and the stadium of BK Häcken. An effort was made to choose venues that would bring various cultural groups in contact with the publication in nontraditional football settings.

Hannah Gordon, campaign manager at Queenzine, said that Gothenburg has a deep-rooted history of art and design, which was a perfect match for Swedish Girls. She also pointed to the need for further research into the links between various cultural interests and football communities.

The project was also inspired by the Swedish principle of Allemansrätten (right of public access), which gives every citizen the right to access and use most of the natural environment irrespective of who owns the land, but with some responsibilities and restrictions.

The collaboration will help foster a closer connection between women's football and modern culture, and give women's football fans and the general public a chance to grow closer to the game. The project also emphasizes the increasing visibility of women's football through innovative collaborations and community engagement efforts.