Nora Heroum: Balancing the path to Women's EURO 2025 and UEFA Academy studies

We sat down with Finland's Nora Heroum, who recently helped her nation qualify for UEFA Women's EURO 2025, to discuss how she combines life with Italian club Sampdoria and studying for the UEFA Executive Master for International Players (UEFA MIP) – a two-year master's degree designed to help the transition from the pitch to decision-making roles within the game.

Here, the 30-year-old shares her journey, insights on women's football in Finland, what it’s like to study while playing and her future aspirations.

Firstly, what does it mean to you to qualify with Finland for the UEFA Women's EURO 2025?

This has been a dream of mine since I was a little girl. Even though this is my third time qualifying for the Women's EURO (2013, 2022), the feeling never gets old. Each qualification represents years of hard work and dedication, and the honour of achieving this with my team is incredible. Women’s football is growing globally, making the competition tougher, which makes this accomplishment even more meaningful. Representing Finland on such a significant stage is a huge honour.

How did you fall in love with football?

I fell in love with football playing with my older brother. My first years were spent playing with boys, and right from the first sessions, I fell in love with this game.

I dreamed of becoming a professional player and representing Finland, and now I’m living that dream. Football has been my passion from the very beginning.

Which player did you look up to as a kid?

My favourite player was Pavel Nedved. I admired his skills, and I always wore his Juventus jersey. Sadly, I didn’t know any women players at the time because women’s football wasn’t visible on TV. Now, being a role model for young girls is one of the most rewarding parts of my career.

Nora Heroum of Finland is challenged by Klara Buehl of Germany during the UEFA Women's Euro England 2022 group B match between Finland and Germany.Getty Images for DFB

Can you talk about how the women's game has developed in Finland recently?

The growth of women’s football in Finland has been big. In 2019, we achieved equal pay with the men’s national team, which is a sign of the federation’s commitment to supporting the women’s game. Many Finnish players are now competing in top clubs abroad, and our youth national teams are producing strong results. Participation in girls' football has reached record levels, and we’ve seen record-breaking attendance at women’s national team games.

Qualifying for the Euros was an emotional and significant achievement for me personally, but for the whole nation, it is a crucial milestone in the ongoing growth of women’s football in Finland.

Why did you decide to enroll in the UEFA MIP course?

I’ve only heard positive things about the UEFA MIP. I want to stay involved in football after my playing career, contributing to the growth of the women’s and girls’ game. During my internship with the Finnish Federation, Hannu Tihinen (UEFA MIP first edition graduate) encouraged me to apply. I wasn’t sure if I could manage it while still playing but seeing Veronica Boquete (UEFA MIP 4) do it inspired me.

The support I’ve received from my club, Sampdoria, has been incredible. Without their cooperation, I wouldn’t have been able to pursue this opportunity while I still play professionally, and that’s why I’m truly grateful.

How do you balance your playing career with your studies?

Balancing both helps me thrive in both areas. I find that having something outside of football keeps me focused and motivated on the pitch. I’m an active person, and I love learning, which also allows me to prepare for life after my playing career. It’s also all about time management.

What have been your favourite sessions or topics to study?

This is a tough question, because everything has been so inspiring! Every session has been eye-opening. I thought I knew a lot before starting the UEFA MIP, but I’ve realised how much there is to learn. The speakers and topics have been incredibly insightful and motivating.

What are your career plans after you retire from playing?

I’m passionate about driving the growth of women’s football and creating opportunities for girls in the sport. There’s so much potential for the women’s game, and I believe my experience, passion, and determination will help me contribute meaningfully.

I’m still exploring specific roles, which is why the UEFA MIP is perfect—it’s giving me a broad understanding of the opportunities off the pitch and helping me discover what suits me best and where I can make the biggest impact.

Why is it important we keep more women in the game as administrators?

Diversity leads to better decision-making, and women’s perspectives are essential to creating a more inclusive and holistic football environment. Women bring invaluable insights, especially when it comes to developing the women’s game. Without women in leadership, we’re missing a crucial piece of the puzzle. Football should represent everyone, and having women in administrative roles ensures that the sport grows in a balanced and equitable way.

Why is it important that UEFA provides opportunities like this?

We, women, are an inspiration for the next generation on the pitch but also off the pitch. Opportunities like the UEFA MIP inspire the next generation off the pitch. By creating pathways for women in sports management, UEFA is breaking down stereotypes and showing that football leadership is for everyone.

Programmes like this are critical for building a more inclusive football world and ensuring that women have the skills and opportunities to shape the future of the game.