UEFA signs multi-year partnership with Amazon

The Union of European Football Associations (UEFA), the governing body of football in Europe, has announced a new multi-year agreement with American multinational corporation Amazon.

Amazon has been appointed as the new partner of UEFA women’s football as a result of the partnership. 

Through this agreement, the organisation will be seen collaborating as a sponsor to numerous UEFA championships, including the UEFA Women’s Under-19 Championships, the Women’s Finalissima, the UEFA Women’s Futsal EURO 2023, and many others. The global e-commerce company will sponsor its first significant international sporting event during the UEFA Women’s EURO 2025.

By collaborating with UEFA on an Amazon Web Services (AWS) solution to support the growth of the sport and by opening the first-ever official UEFA Women’s Champions League online store, the global company will help fans.

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Guy-Laurent Epstein, UEFA Marketing Director, said:

“UEFA is very happy to further extend its collaboration with the Amazon Group through this sponsorship agreement. Through the partnership we are looking forward to working together to enhance the online fan retail experience, as well as bringing further innovations to football fans all around the world. Amazon with its global footprint is an ideal platform to support the continuous growth of the women’s game worldwide.“

Sanjay Balakrishnan, VP of EU Prime & Marketing, commented:

“We at Amazon are excited to partner with UEFA Women’s Football. UEFA Women’s EURO 2025 will be our first major international sports tournament sponsorship and comes with a commitment to create a meaningful impact on the women’s game. We are committed to using our scale as a force to drive even more momentum for the women’s game, and plan to support the associated communities, improve fan experiences and work with UEFA to continue the incredible growth achieved in the women’s game, so far.“