Partnering for impact: Accelerating sustainability across European football 

Commercial partners from across the full spectrum of UEFA competitions gathered at the House of European Football this week for a first-of-its-kind Sustainability Partner Dialogue designed to unlock the full potential of partnership-driven impact across European football.

From the outset, the message was clear: football is one of Europe’s most powerful communication platforms, and when its global reach is paired with the expertise of committed partners, the game can become one of society’s most effective accelerators of positive change.

In his opening address, UEFA executive director of marketing and UC3 co-managing director Guy-Laurent Epstein pointed out that the dialogue represented a unique moment: for the first time, commercial partners from across all UEFA competitions got together in one room not to talk rights, assets or campaigns but to explore a shared sustainability ambition.

He encouraged sponsors to challenge UEFA, to help shape solutions and – crucially – to invest alongside UEFA in areas where collaboration can unlock new forms of value.

Commercial partners and industry experts took part in panels and round-table discussionsLisa Lemée

Walking the talk

Michele Uva, UEFA executive director of social and environmental sustainability, emphasised that football is one of the most influential social infrastructures and that by focusing on measurable outcomes rather than intentions, sustainability can be a driver of value for the game and society.

"The European football ecosystem is mature enough to move beyond commitments and campaigns," he said. "Just talking about sustainability is no longer enough. We need to switch towards impact and performance."

A keynote speech from Maher Nasser, director of the UN's outreach division, reinforced the scale of football’s influence and highlighted how sponsorship is more than just a funding mechanism: "It shapes what fans see on a regular basis," he said. "We know from surveys and market research that young people in particular want to buy from companies that respect diversity and sustainability and care about climate change. Sponsorship can be used to demonstrate how you are doing this."

Collaboration for long-term impact

Central to the event’s message was the importance of collaboration. Football offers global reach, but sponsors are among the strongest sustainability accelerators in the European football ecosystem on account of the credibility and trust they earn from fans who buy their services and products and are used to their presence in daily life.

Joining forces offers exponential potential for positive impact, and this was clearly demonstrated as brands showcased how sustainability can deliver societal value beyond traditional assets such as LED boards.

Marijn Luchtman, global head of sponsorships at Just Eat Takeaway.com, explained how the company is leveraging its UEFA partnership to accelerate the growth of women’s football. Under the banner of its Feed the Game campaign, they are sponsoring girls’ teams across a number of territories, enabling more young players to take part while strengthening the company's position within communities and reinforcing its purpose-led branding.

Meanwhile, Lidl’s senior vice-president of corporate affairs Dr Jennifer Cords highlighted how the German supermarket chain is unlocking sustainability across sport and retail by making healthy eating accessible and affordable for everyone. The brand’s work ties nutritional education to both grassroots initiatives and the performance needs of professional players, illustrating a clear link between societal value and brand purpose.

The importance of collaboration was central to the eventLisa Lemée

Shared momentum for the future

Throughout the two-day event, a wide range of commercial partners and industry experts actively contributed to panels, case studies and round-table discussions. Representatives from adidas, Carlsberg, Coca-Cola, Just Eat Takeaway.com, Mastercard and the Schwarz Group joined counterparts from Juventus, the Royal Netherlands Football Association (KNVB) and Bocconi University to share insights on how their organisations are driving sustainability through football.

A consistent sentiment was expressed by partners, who welcomed UEFA’s collaborative approach to accelerating sustainability at all levels of football. While the event marked the first time sponsors from across all UEFA competitions had convened under one roof, the intention is to continue this collaborative journey with follow-ups, knowledge exchange activities and joint initiatives over the coming months to create win-win-win outcomes for UEFA, our partners and society.