Danish toy brand joins as a National Sponsor.

 

UEFA and English soccer governing body, the Football Association (FA), have announced that Danish toy company Lego will be a National Sponsor for the Women’s Euro 2022.

Lego, who already has sports partnerships with Manchester United and The Hundred, will also be supporting UEFA’s ‘Ready for Girls’ campaign, which celebrates girls by challenging outdated gender stereotypes.

 

Guy-Laurent Epstein, Director of Marketing, UEFA, spoke about the importance of the partnership, commenting:

“We are delighted to have the Lego Group, Pandora and Starling Bank join us as the first national partners of Uefa Women’s Euro 2022.

“The addition of these three major brands is further proof of the scale of this event and our ambition to make it the biggest women’s European sport event ever.

“It is important for us to have partners on board who share the same values, working together collectively to deliver what is set to be a record-breaking tournament that further grows the women’s game.”

 

Isabel Graham, head of marketing, the Lego Group UK and Ireland, added:

“We know that different types of play are still heavily judged as being gender specific which is why we are committed to championing inclusive play and ensuring that children’s creative ambitions – both now in the future – are not limited by gender stereotypes.

“It’s fantastic to see the UEFA Women’s Euro 2022 tournament getting more and more prominence, and we’re proud to help support this by being a National Sponsor for 2022.”

 

The UEFA Women’s Euro 2022 will take place from July 6 to July 31, 2022, across 10 venues in England.