Backing the Future: Why Savvy Brands Are Betting Big on UEFA Women's EURO 2025

The UEFA Women’s EURO 2025 is shaping up to be more than just a football tournament; it’s a cultural moment. Hosted in Switzerland from July 2 to 27, this edition is poised to be the most commercially impactful and socially resonant women's sporting event in European history. And the brands already onboard are sending a clear message: this is the future of sports sponsorship.

A Tournament Built for Brand Impact

The UEFA Women's EURO has evolved into a global marketing platform that offers an unrivalled opportunity to connect with millions of engaged fans across Europe and beyond. With more than 250 million viewers expected and growing audiences in Gen Z and millennial brackets, the tournament offers an inclusive, high-energy platform that’s both scalable and deeply authentic.

But it’s the quality of engagement, not just the quantity, that makes this tournament stand out.

The Power of Partnership: Brands Leading the Charge

Here’s a look at how forward-thinking sponsors are activating their partnerships and why others should follow suit:

Unilever - Purpose-led, platform-driven

With brands like Dove, Knorr, and Rexona, Unilever is executing one of the most ambitious cross-category campaigns in women’s sports history. From TikTok to Roblox, their activations are redefining how FMCGs can authentically engage young, diverse audiences. Their focus? Empowering women on and off the pitch.

AXA - Volunteering with purpose

Insurance giant AXA isn’t just sponsoring, it’s embedding itself in the heartbeat of the tournament by powering the official volunteer program. That’s 2,500 individuals connecting directly with the event, their communities, and the AXA brand in a meaningful way.

PepsiCo - Entertainment meets sport

Through brands like Lay’s and Pepsi, they’re combining live music with knockout-stage entertainment, giving fans immersive, multisensory experiences. It’s not just about football; it’s about culture.

Swissquote & Yuh - Local relevance, global reach

As national partners, these Swiss fintech brands are creating high-impact activations around financial empowerment, a topic with growing relevance among younger and female fans.

A Platform with Purpose

Beyond viewership and brand recall, Women's EURO 2025 offers brands the ability to align with real values. UEFA’s commitment to inclusion, grassroots development, and gender equality means partners are investing not just in a tournament, but in legacy.

And consumers notice. Studies show that 64% of fans are more likely to support brands that sponsor women’s sports, and 80% believe these brands are forward-thinking and inclusive.

Why More Brands Should Get Involved Now

  1. Underserved Space, High Return
    Women’s football still offers cost-effective entry points compared to men’s tournaments but with rapidly growing returns on engagement and loyalty.

  2. Genuine Storytelling Opportunities
    The players, fans, and communities involved in the women’s game create rich, authentic content opportunities from mini-docs to UGC and influencer campaigns.

  3. Flexible Activation Channels
    Whether you’re a tech brand, consumer goods company, or fintech startup, there’s room to activate across digital, retail, live experiences, and CSR.

  4. First-Mover Advantage
    As this space matures, the window to define your brand’s leadership in women's sports will narrow. Early adopters will be remembered and rewarded.

Time to Show Up: Will the Real Game-Changers Please Stand Up?

With such a dynamic platform at their fingertips, we now ask: How will each of these partners truly show up for the women’s game?

Swissquote & Yuh, you’ve taken the first step with branding and empowerment messaging, but how will you use your voice and financial tools to inspire the next generation of women leaders in sport?

Lidl, your influence on everyday families is massive. Will you bring the tournament to life in-store or help communities host local fan festivals across Europe?

EA Sports, how deeply will you embed women's football into your gaming ecosystem to normalise it for a generation of players who will grow up with female athletes as household names?

BBC, ITV, and talkSPORT, beyond match coverage, how will your storytelling spotlight the players, coaches, and unsung heroes building the women's game?

And to our global giants like Booking.com, Heineken, Just Eat, Lay’s, Visa, and PlayStation:

You’ve got global reach, cultural relevance, and consumer trust. Now’s the time to activate with purpose. Will you amplify your sponsorships beyond logos and invest in legacy, equity, and access for women’s football?

Final Word: The Time is Now

UEFA Women's EURO 2025 isn’t just a tournament. It’s a turning point for football, for fans, and for forward-looking brands. With strong infrastructure, bold storytelling, and a mission-driven ethos, it offers a rare blend of purpose and performance.

If your brand is serious about visibility, inclusion, and long-term cultural impact, this is your call to action.


Get in now or watch your competitors score the winning goal.


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