Amazon Extends Sponsorship of UEFA Women’s Football to 2030

In a significant commitment to women's football, Amazon has renewed its sponsorship with UEFA, extending their partnership to 2030. This renewal aims to bolster the growth of women's football beyond the UEFA Women’s EURO 2025, which is set to take place in Switzerland. The announcement was made on July 24, 2025, coinciding with the lead-up to the tournament's final on July 27, 2025.

The partnership, which positions Amazon as the official online retail sponsor for all UEFA Women’s Football competitions, includes high-profile events such as the UEFA Women’s Champions League, UEFA Women’s EURO 2029, and the UEFA Women’s Nations League. This strategic move not only showcases Amazon’s dedication to enhancing the visibility and accessibility of women’s football but also reflects a broader trend in sports marketing where corporate sponsorships play a pivotal role in driving engagement and support for underrepresented sports.

Laura Downey, the EU Head of Amazon Brand, emphasized the impact of fans and players in transforming women's football, stating, “Their passion and dedication have transformed this sport from the grassroots up.” Downey highlighted Amazon's role in supporting the community, from providing young players with essential gear to enabling fans to express their team spirit.

Guy-Laurent Epstein, UEFA Executive Director of Marketing, expressed enthusiasm for the renewed partnership, saying, “We are delighted to extend our partnership with Amazon through 2030, building on the momentum we've created together for women's football across Europe.” Epstein noted that Amazon’s support aligns with UEFA's vision for the future of the sport, which seeks to amplify women's football’s reach and engagement.

The renewal also includes initiatives designed to address gender disparities in coaching, with research being conducted in collaboration with Switzerland's School of Engineering and Management Vaud. Currently, only 4.5% of European coaches are women, highlighting a significant area for development. Furthermore, Amazon and UEFA are launching 'Off Mute,' a platform powered by Amazon Web Services, which will provide women and girls a space to share their football experiences and suggest improvements for accessibility in the sport.

As the UEFA Women’s EURO 2025 approaches, the refreshed Women’s Football Shop by Amazon offers a variety of products aimed at enhancing the fan experience, including quick delivery options for Prime members. This initiative not only facilitates consumer engagement but also serves as a potential revenue stream that can support further investments into women's sports.

In conclusion, Amazon's extended sponsorship of UEFA Women’s Football marks a pivotal moment in the sport's growth trajectory. As corporate backing expands, the potential for women's football to reach new heights appears more promising than ever, with the support of both major companies and grassroots initiatives playing essential roles in this evolution. The implications of such partnerships are vast, potentially altering the landscape of sports marketing and contributing to a more equitable representation of women in sports.