Why holding the Europa League final in Baku was never a good idea

In the past, UEFA has had a solid track record at holding major finals in different stadiums across Europe.

Not only is the venue a neutral one at that, not handing any advantages to either side. But it gives great publicity to some cities that don’t usually get to see football of that calibre.

Cardiff and Lisbon spring to mind as two of the most recent cities that fit this bill.

Baku, the capital of Azerbaijan seems to also be in that boat. But when you look a bit closer, it isn’t as it appears.

It will host the 2018/19 Europa League final between English superpowers, Arsenal and Chelsea. Both sides are strongly supported across the globe, meaning that tickets to the game will be hotly contested, right?

Wrong.

Arsenal and Chelsea have only been allocated 6000 seats each in the Baku Olympic stadium, which has a capacity for nearly 70000 people. Seems ridiculous right?

That’s just the tip of the iceberg.

The rest of the seats will be given to corporate members and UEFA partners. You can make up your own minds as to why that’s the case.

It’s a blight on UEFA for not only choosing to do this, but to do it at the expense of those who make the game so unanimously loved across the globe.

The fans.

Furthermore, flights to Azerbaijan for anyone wanting to go to the game and cheer their team are stupidly expensive.

Some flights are in excess of 1,000 British Pounds (that’s 2,000 AUD) and require multiple stopovers. If you think back to last September when West Coast fans were ripped off by the airlines on their way to Melbourne for the AFL Grand Final, it’s like that.

But on some serious steroids.

And as if it couldn’t get any worse, it has.

With Arsenal making the final, Armenian playmaker Henrikh Mkhitaryan would be in contention to either start or come on as a substitute. He’s been a serviceable player this season for the Gunners and would offer them great flexibility on the day, either on a wing or as a central midfielder.

But due to political tensions between Armenia and Azerbaijan, it’s a 50/50 chance that Mkhitaryan makes it to Baku.

Now whilst it’s easy to say UEFA couldn’t have done anything about this, truth be told, they could’ve prevented this.

Simply don’t hold the final in a country where there are political tensions of any sort. As Thanos once said, “it’s a simply calculus”.

In a day and age where society thrives on inclusion for all people regardless of race, gender or anything else, it’s a damn shame that UEFA and the sport of soccer have come to this.

For everything they’ve stood to stamp out, this farcical situation which is overshadowing what should be a great final seems to be a step in the wrong direction.

It’s not as big of a mistake as the decision to host the 1985 Champions League final in Belgium’s Heysel Stadium, but it’s certainly a mistake that most football fans and UEFA will want to forget in a hurry.

Let’s hope that lessons can be learnt from this.

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Chelsea FC partners with Strava in landmark lifestyle partnership

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Image credit: Stock1987 / Shutterstock.com

The London-based giants announced the launch this week, marking a first-of-its-kind partnership for both the Premier League and Women’s Super League (WSL).

Connecting with fans

As clubs across the world look to find new and exciting ways of connecting with fans, Chelsea are showing that the answer – more often than not – already exists.

Strava is a running and fitness platform with over 195 million users across the globe. But the app represents more than just tracking speed – it is a social and lifestyle symbol through which users can connect.

And with presence in 185 countries, the app has the power to unite users from all over the world, making it a perfect fit for the globally-followed Blues.

“We are always looking at ways we can use our global brand to bring people together, often in unexpected ways,” said Brand Director for Chelsea Football Club, Scott Fenton.

“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”

Two brands with a huge international presence. One partnership which promises to encourage community, movement and healthy-living.

 

The intersection between sport and lifestyle

At first glance, Chelsea FC and Strava appear an unconventional partnership. Indeed, it is the first time a club has established an official presence on the app.

But at its core, the two organisations serve similar purposes: uniting people with a common passion for sport.

At its beginnings in 2009, Strava promised to replicate the feeling of team sports and unlocking new achievements, making a deal with Chelsea FC – one of the world’s most successful teams in recent years – a true full-circle moment.

“Chelsea FC joining Strava as the first Premier League and BWSL team to establish a global club on the platform is a powerful demonstration of how brands are engaging with their communities,” explained Director of Athlete and Community Partnerships at Strava, Mel Jarrett.

“We believe shared passion for movement creates real connections, and this collaboration brings that to life for Chelsea’s global fanbase.”

Inaugural 2026 UEFA Walking Football EURO Cup begins

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Image credit: Brisbane Roar FC

On 25 June, senior players from across Europe will take part in the first UEFA Walking Football EURO Cup at UEFA HQ in Lyon, Switzerland.

 

It’s everyone’s game

When thinking about football, fans tend to imagine the fast-paced, adrenaline-pumping action of the professional game. That is where excitement and drama is, usually, at its highest.

But growing within the wider football landscape is a version of the game which, rather than focusing on speed, instead champions enjoyment, health and participation for senior participants.

Walking football is proof that football truly belongs to everyone. UEFA’s commitment to staging the inaugral tournament on 25 June reflects the organisation’s understanding that a love for the beautiful game stays despite age, injury, or mobility issues.

Alongside the 2026 UEFA Walking Football Euro Cup is the release of the UEFA Walking Football Toolkit. This aims to provide more information about the game, benefitting associations, leagues and clubs and encompasses contributions from national associations of England, the Faroe Islands, France, Gibraltar, Portugal, Poland and Sweden.

 

A brief history of walking football – and its importance

From its beginnings in the UK in 2011, walking football has since expanded across Europe and the world to give senior players a chance to be socially and physically active – all within a safe, minimal-impact environment.

And the game – despite its more steady nature – is gathering real pace here in Australia.

In October 2021, Football Australia introduced the first ever Seniors Football Week. Also, just last month, Brisbane Roar hosted the 2026 IWFF Walking Football World Championships at Perry Park – the first time the tournament has taken place in the entire Southern Hemisphere.

The implication, therefore, is that walking football will continue to grow and welcome more members of the community with a desire to dust off their old boots and join a team.

From youth teams to walking football, everyone in the pyramid shares the same love for the game. And there is no reason why, when speaking about the cohesive football development, that walking football shouldn’t be included in future planning and strategic visions.

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