Anshuman JoshiThis article contains information about the brands and organisations that are serving as sponsors and brand partners to the 2022 UEFA European Women’s Football Championship and enjoying a strong branding presence across the tournament’s physical and digital assets.
Booking.com
The Amsterdam-headquartered Dutch travel platform signed a four-year exclusive global partnership with UEFA National Team Football in October 2017.
Covering ten of UEFA’s international football tournaments from 2018 to 2022, including EURO 2020, the European Qualifiers for EURO 2020 and the 2022 FIFA World Cup, the European U21 Championships 2019 and 2021, the 2022 Women’s Euros and the UEFA Nations League Finals, apart from branding rights, the deal also entails Booking.com providing dedicated travel experiences to the football fans during the aforementioned tournaments.
In June 2022, ahead of the Women’s Euros, Booking.com launched Pitch View Penthouse at Wembley Stadium, venue of the tournament’s final, which is a football-themed accommodation as part of Booking.com’s most luxurious package to experience the event.
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Euronics
The UK-based e-commerce platform for home and kitchen appliances signed a long-term deal to become a UEFA Women’s Football partner in May 2021. The deal officially kicked off in January 2022.
The deal sees Euronics sponsor all UEFA-affiliated women’s football tournaments—both club and international—as well as UEFA’s Together #WePlayStrong programme, which is aimed at encouraging young girls and women to play football, until 2025.
Grifols
The Barcelona-headquartered Spanish pharmaceutical and chemical manufacturer was announced as a UEFA Women’s Football partner in July 2021. Having started with the 2021-22 season, the deal is currently set to run until the end of the 2024-25 season and sponsor all UEFA-affiliated women’s football tournaments as well as the Together #WePlayStrong programme.
Apart from branding rights, the partnership also entails Grifols engaging with fans via on-site promotions, premium giveaways, and social media interactions.
Heineken
A UEFA Champions League partner since 1994, Amsterdam-headquartered Dutch brewery Heineken was announced as a UEFA Women’s Football partner in May 2021.
The four-season deal sees Heineken sponsor all UEFA-affiliated women’s football tournaments until the end of the 2024-25 season.
Apart from branding rights, the deal also entails fan engagement initiatives, including activations—both on-site and digital—and unique experiences.
Hisense
The Qingdao-headquartered Chinese electronics brand was announced as a Women’s Euro 2022 sponsor in March 2022. Hisense intends to promote female footballers via this partnership in order to help them achieve household recognition.
Just Eat Takeaway.com
The London-headquartered food delivery service originally partnered with UEFA as the Official Food Delivery Platform Partner of UEFA EURO 2020 in November 2019. Later, in March 2021, Just Eat Takeaway.com had its partnership expanded with UEFA in a new deal covering 11 of the European governing body’s competitions:
- the UEFA Champions League,
- the UEFA Europa League,
- the UEFA Europa Conference League,
- the UEFA Super Cup,
- the UEFA Futsal Champions League,
- the UEFA Youth League,
- the UEFA Women’s Champions League,
- UEFA Women’s EURO,
- UEFA Women’s Futsal EURO,
- the European Women’s U19 Championships, and
- the European Women’s U17 Championships.
The March 2021 agreement sees Just Eat Takeaway.com sponsor UEFA men’s competitions between 2021 and 2024, while as far as its women’s competitions are concerned, Just Eat Takeaway.com sponsors them as a UEFA Women’s Football partner in a deal set to run until 2025. It also partners with UEFA’s Together #WePlayStrong initiative, which focuses on encouraging young girls and women to play football.
Lay’s
A dominant presence in UEFA’s sponsorship portfolio, Lay’s, a potato chips brand owned by Harrison, New York-headquartered American multinational food giant PepsiCo, signed a multi-year deal with UEFA focused specifically on women’s football in August 2020.
The deal sees Lay’s support women’s football by serving as a main partner to the UEFA Women’s Champions League and UEFA Women’s EURO in a deal running until 2025.
Visa
The Foster City, California-headquartered American financial services provider became the first-ever sponsor dedicated to UEFA Women’s Football in 2018.
In July 2022, just days before the commencement of Women’s Euro 2022, Visa unveiled an ad campaign via which it aimed to exhibit how encouraging women in sports inspires and strengthens female-led businesses.
Volkswagen
In August 2017, it was announced that German automaker Volkswagen would be replacing Hyundai as the Official Mobility Partner of UEFA’s international tournaments.
In July 2022, just before the start of Women’s Euro 2022, Volkswagen launched a 360-degree campaign called #NotWomensFootball, which was aimed at encouraging discussions about equality in the game and letting go of the idea of women’s football being a smaller-sibling variant of the “main” men’s football.
adidas
Just before the commencement of Women’s Euro 2022, adidas unveiled four murals across London in collaboration with female UK artists, celebrating four prominent female footballers: Mapi León, Millie Bright, Vivianne Miedema and Wendie Renard.
As the tournament kicked off, the German sportswear and sports equipment giant also announced its ‘Pitch, Please’ campaign, via which it pledged to provide dedicated football pitches across London to women, girls and non-binary players throughout the course of the tournament.
Hublot
A UEFA partner since 2008, Swiss luxury watchmaker Hublot was announced as a UEFA Women’s Football partner in February 2020.
Nike
The American sportswear and sports equipment giant was announced as a UEFA Women’s Football partner and the official match ball supplier for all UEFA Women’s competitions in March 2019 on a three-year deal.
TikTok
The Chinese video-sharing social media platform was announced as the Official Entertainment Platform of the tournament in May 2022. The partnership sees TikTok work with UEFA to create co-branded content for the app and engage its users while promoting women in sports. UEFA has even set up a dedicated Women’s Euro 2022 account on which content can be found with themes ranging from cultural showcasing to online safety.
LEGO
The Danish plastic construction toys brand joined the tournament as a national sponsor in October 2021, backing UEFA’s “Ready for Girls” campaign which is aimed at female empowerment.
The Sunnyvale, California-headquartered American business-oriented social media platform was announced as a Women’s Euro 2022 sponsor in February 2022.
The partnership entails LinkedIn producing content around the tournament, including the “make work work for women” campaign, via which LinkedIn aims to promote the “trailblazers” in women’s football.
