This article contains information about the brands and organisations that are serving as sponsors and brand partners of the 2025 UEFA European Women’s Football Championship, commonly referred to as UEFA Women’s EURO 2025, and enjoying a strong branding presence across the tournament’s assets.
In June 2023, the apex body of football in Europe, the Union of European Football Associations (UEFA), announced a multi-year deal with American tech giant Amazon, bringing it on board as a partner of its Women’s Football segment.
The deal entails Amazon sponsoring various UEFA competitions, including Women’s Futsal EURO 2023, Women’s EURO 2025, the Women’s Champions League, the Women’s Finalissima, and the U19 Women’s Championships.
AXA, a French multinational insurance company, was announced as the official global partner of UEFA Women’s EURO 2025 in May 2024.
Through this deal, the business, which is already an active promoter of women’s football in Switzerland as the title sponsor of the Swiss women’s national league and the women’s cup, also sponsors the UEFA Women’s EURO 2025 volunteer programme, through which 2,500 volunteers are projected to play an important role in the tournament’s execution.
The Amsterdam-headquartered Dutch travel platform signed a four-year exclusive global partnership agreement with UEFA National Team Football in October 2017.
In November 2023, UEFA announced that Booking.com would sponsor the UEFA European Football Championship taking place in Germany in 2024 as well as the UEFA European Women’s Championship taking place in 2025 in Switzerland.
The deal entails Booking.com enjoying a digital and on-site presence through sole and exclusive programmes for all 51 EURO 2024 matches and all 31 matches of Women’s EURO 2025.
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.
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.
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 entails Heineken sponsoring 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.
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 had its partnership expanded with UEFA in a new deal covering 11 of the European governing body’s competitions:
In February 2024, a new agreement was announced, which made Just Eat Takeaway a sponsor of UEFA men’s competitions through to 2027. As far as UEFA’s women’s competitions are concerned, Just Eat Takeaway sponsors them as a UEFA Women’s Football partner in a deal set to run until 2025. It also works with UEFA’s Together #WePlayStrong initiative.
A dominant presence in UEFA’s sponsorship portfolio, Lay’s, a potato chips brand owned by American multinational food and beverage 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 of the UEFA Women’s Champions League and UEFA Women’s EURO in a deal running until 2025.
In December 2024, UEFA announced German retail store entity Lidl as an Official Partner of UEFA Women’s EURO 2025.
Lidl and UEFA have collaborated regularly over the years, with the German retailer having participated in European Championships in 2024 as well as UEFA club competitions Europa League and Europa Conference League in 2024/25.
The Foster City, California–headquartered American financial services provider became the first-ever sponsor dedicated to UEFA Women’s Football in 2018.
As part of its longstanding partnership with Europe’s football governing body, Visa introduced its “Click to Pay” solution for football fans, allowing for the purchasing of tickets for UEFA Women’s EURO 2025 and making the payment method available on UEFA’s ticketing platform, offering a “frictionless” option for fans to purchase tickets without the need to enter manual card data and personal details.
In August 2017, it was announced that German automaker Volkswagen would replace Hyundai as the Official Mobility Partner of UEFA’s international tournaments. In June 2025, Volkswagen renewed its partnership with UEFA by signing on as an official global partner of UEFA Women’s EURO 2025.
As a global partner, Volkswagen is to enjoy extensive brand exposure throughout the tournament. This includes prominent LED perimeter board advertising and media backdrops during key interviews. Volkswagen is also to carry out football-themed promotional campaigns both in the lead-up to and during the tournament.
German sportswear and sports equipment giant Adidas has been serving as an official global partner of UEFA for several years. Adidas also acts as the official match ball supplier for various UEFA competitions across both men’s and women’s football.
In December 2024, as one of the official global partners of the 2025 Women’s Euros, Adidas launched the official match ball for the tournament, KONEKTIS, featuring its “Connected Ball Technology”.
A UEFA partner since 2008, Swiss luxury watchmaker Hublot was announced as a UEFA Women’s Football partner in February 2020.
As part of its current deal with UEFA, Hublot is also to serve as the official timekeeper of UEFA Women’s EURO 2025.
In February 2025, UEFA announced that Unilever, a global leader in consumer goods, had become an official global partner of the 2025 Women’s Euros.
The partnership, building on Unilever’s sponsorship of UEFA EURO 2024, entails brands from its foods and personal care business groups such as Hellmann’s, Knorr, Dove, and Rexona producing integrated campaigns designed to enhance the fan experience and promote the company’s commitment to growing the women’s game.
In December 2024, UEFA signed a partnership agreement with German poultry producer Wiesenhof, roping it in as a National Partner for Women’s EURO 2025.
The deal entails Wiesenhof enjoying branding presence over the course of the event via LED parameter boards, media backdrops, and press conferences.
EA FC, the football simulation video game series previously known as FIFA due to developer EA Sports’ partnership with the eponymous world football–governing body, is also an official global sponsor of the UEFA Women’s EURO 2025.
This partnership allows EA Sports to integrate its brand and campaigns into the tournament, thus reaching a wider audience. It has also partnered with UEFA to sponsor the Women in Football Leadership Programme.
In March 2023, it was announced that the Sony PlayStation 5 would become an official partner of UEFA Women’s Football in a deal running until 2025.
Expanding its partnership which started in 1997 with the UEFA Champions League, the three-season deal sees PlayStation sponsor the Women’s Champions League, Women’s EURO 2025, the U17 and U19 European Women’s Championships, Women’s Futsal EURO, and UEFA’s Together #WePlayStrong initiative, which aims to encourage more girls and women to play football.
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