UEFA Women's EURO 2025 sponsors and how they're activating
Written by Adele Williams, Brand Marketing Lead, SportQuake
With the UEFA Women’s EURO 2025 kicking off today in Switzerland, the tournament is expected to break records again, across attendance, viewership and in brand support.
With 15 official sponsors, many of these brands – from Adidas to Unilever – publicly celebrate women’s football as a growth opportunity. Despite the number of brand partners, I haven’t felt as much of a buzz from either brands or the competition compared to 2022 – but could that be because the tournament isn’t on my home soil?
New data from Nielsen shows women’s football is set to enter global top five sports by 2030 with over 800 million fans. So how deeply are brands investing in the women’s game, and which activations are driving positive change? Here are my top six UEFA sponsorship activations as we count down to kick off.
Amazon’s sponsorship goes off mute
Amazon joined the UEFA Women’s Football sponsor roster in 2023. The brand isn’t just plastering logos across inventory, instead it’s developing the first official UEFA Women’s Champions League online store with exclusive merch. More interestingly, they’ve launched ‘Off Mute’ an online tool allowing girls and women to share their football playing experiences at all levels of the game. Powered by AWS, the tool will deliver insights that will enable UEFA, clubs, coaches, and grassroots organisations to act on what women and girls say they want and need from the game.
Just Eat’s feeding the game
Just Eat’s sponsorship has taken a hands-on approach: it will roll out ‘Quick Collect’ ordering at stadiums. Fans can order food and drinks quickly, skipping lines and saving precious match viewing time. It also continues sustainable initiatives – carbon labelling on food menus and biodegradable packaging. Finally, they have launched “Feed the Game”, a grass-roots program funding women’s clubs and players.
While Lay’s looks to be recycling it’s No Lay’s, No Game” platform to include women’s football, these activations show Just Eat using the sponsorship to try new services and put social programs at the heart of the brands narrative.
Lidl’s sponsorship hits the ground running
New partner Lidl is launching a “Never Stop Growing” campaign focused on health, youth and community. The headline is the “Lidl Youth Camp”: a weekend football and wellness program bringing together 100 teenage girls from 20 countries. Top UEFA coaches will run training drills and workshops on conscious nutrition and mental resilience.
Lidl has also pledged to set up ‘Fresh Stations’ offering free fruit cups, and it’s even planted a ‘Fresh field’ to grow eight types of fruit and veg 30 minutes from Zurich. 15 tons of this produce will be donated to various organisations.
Lidl’s EURO activation reads like a CSR campaign: nutrition education, equal-opportunity sports, and healthy eating are front and centre in its messaging.
EA Sport FC empowers future leaders
Another brand sponsor, EA SPORTS FC, has gone above and beyond pitch side activations. In 2024 EA became the title sponsor of UEFA’s Women in Football Leadership Programme (WFLP). The programme has helped 240+ women advance into leadership roles since its launch, with EA executives stating it’s “paving the path for women… to become leaders in the world of football.” It’s great to see EA investing in career development off the pitch.
AXA’s gender health campaign
Then there’s AXA, which is using this moment for more than visibility with their marketing campaign ‘Keep on Kicking’. The brand now funds the EURO volunteer programme, enlisting 2,500 helpers, and links the tournament with its gender-health campaign: “Being a woman shouldn’t be a risk.” Its purpose-led without being preachy. AXA has called the partnership a “perfect fit” to “strengthen women’s football” in Switzerland and beyond.
Hublot’s keeping time in style
As the Official Timekeeper of the Women’s EURO, Hublot, has made a star powered play. Bringing long-time ambassador Ada Hegerberg and new face Aitana Bonmatí, to feature in a colourful summer ad campaign. The brand will clock every match, including the referees on Hublot smart-watches, and supplies the iconic fourth official’s boards on the touchline. By aligning with football royalty and showcasing luxury sports watches, Hublot is honouring the game’s best players in style, but could they be doing more to move the clock forward on women’s sport?
A brand squad for change?
Some brands are simply increasing visibility in a fast-growing market, while others are using their sponsorship for genuine social or fan-engagement initiatives. Not all sponsor’s activations have been shared in detail – Volkswagen has renewed as a global partner, promising prominent ad boards while PlayStation quietly covers the UEFA EURO through 2025.
The real magic of women’s sport is in the loyalty, the sense of community, and the genuine commitment from fans. These brands look to reach a high-purchasing-power audience with 86% of those interested in women’s football believing it’s important for sponsors to address socially relevant issues.
I’d like to see brands seizing this opportunity to engage an audience that’s been overlooked, blending both strategic ingenuity and creativity to help move the conversation forward. I’d also like to see a repeat of 2022’s result, but here’s hoping.
Related
