I shaped the narrative around insights such as a growing sense of urgency, particularly linked to technical competence, arena size, and resources. A European Championship in the Nordics in 2029 could be the last opportunity to host a major tournament in the region for a long time. At the same time, I balanced this with observations of Nordic fans and the unique strengths of our countries. There is an imbalance between the countries in terms of fan expectations, trust, and engagement with their national teams and championships. Yet, many new fans begin following football as a result of championships or community events hosted locally, highlighting opportunities to elevate the game. I also drew on the region’s strong tradition of innovation, seriousness, and genuine grassroots movements, which offers unique advantages in securing the 2029 championship. Throughout the process, I maintained a continuous focus on UEFA’s goals and challenges, including supporter culture, participation and talent development, competitions and professionalization, and increasing investment and commercialization in women’s football. I developed the motivation and other key texts for the official application, and created internal workbooks, presentations, and facilitated workshops with host cities and the federations to ensure alignment and engagement throughout the process.