Amazon renews UEFA Women’s Football sponsorship

UEFA has today announced that Amazon has renewed its multi-year sponsorship agreement to continue as an official partner of UEFA Women’s Football until 2030. As part of the deal, Amazon will continue its support across major competitions, including the UEFA Women’s Champions League – which will debut its new league phase format this season – and UEFA Women’s EURO 2029.

During the previous partnership cycle, Amazon helped launch the first-ever official UEFA Women’s Champions League online store in 2023. The Amazon Women’s Football Shop has since been fully revamped, offering thousands of high-quality products for players and fans alike.

The collaboration has also seen Amazon team up with the UEFA Innovation Hub and Switzerland’s School of Engineering and Management Vaud as part of the UEFA Women’s EURO 2025 Innovation Programme. Together, they are conducting research to tackle gender imbalance in coaching - a challenge highlighted by the fact that only 4.5% of coaches across Europe are women. The commitment to growing women’s football is further reflected through the collaboration with UEFA’s Off Mute campaign, powered by Amazon Web Services, which is currently gathering insights to develop practical resources for UEFA, clubs, coaches and grassroots organisations to empower and better support female players.

Guy-Laurent Epstein, UEFA marketing director, said: "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. Their support in growing women's football – on and off the pitch – from its dedicated Women’s Football Shop to its support of the UEFA Women’s EURO 2025 Innovation Programme aligns perfectly with UEFA's vision for the future of the sport. This renewal represents more than a partnership - it's a shared belief in the transformative power of women's football and its unlimited potential for growth."

Laura Downey, EU head of Amazon Brand, said: "Fans and players have been the true driving force behind women's football's incredible growth. Their passion and dedication have transformed this sport from the grassroots up shown by another record-breaking tournament in Switzerland and we’re excited to announce the extension of our partnership with UEFA Women’s Football beyond this summer’s action. We're grateful to play a role in supporting this remarkable community – whether that's helping a young player find their first pair of boots or enabling fans to show their team colours – as they continue to write the next exciting chapter of women's football."

UEFA Women’s EURO 2025 is the first time Amazon has sponsored a major international sports tournament.

Amazon will also sponsor the UEFA Women's Nations League, Women's European Qualifiers, UEFA European Women's Under-19 and Under-17 Championships and UEFA Women's Futsal EURO, as well as UEFA's Together #WePlayStrong programme, which aims to encourage more girls and women to play football.