UEFA forges multi-year partnership with Amazon

Following the partnership, Amazon has been named the new partner of UEFA Women’s Football. 

The apex body of football in Europe, Union of European Football Associations (UEFA) has announced a new multi-year deal with the American multinational company, Amazon.

Following the partnership, Amazon has been named the new partner of UEFA women’s football. 

Through this deal, the entity will be seen partnering as a sponsor to various UEFA competitions which includes UEFA Women’s EURO 2025, UEFA Women’s Champions League, Women’s Finalissima, UEFA Women’s Futsal EURO 2023, UEFA Women’s Under-19 Championships, and many such events.

The multinational brand will assist fans by working with UEFA on an Amazon Web Services (AWS) solution to promote the development of the sport and by creating the first-ever official UEFA Women’s Champions League online store.

Guy-Laurent Epstein, UEFA Marketing Director, said, “UEFA is very happy to further extend its collaboration with the Amazon Group through this sponsorship agreement. Through the partnership we are looking forward to working together to enhance the online fan retail experience, as well as bringing further innovations to football fans all around the world. Amazon with its global footprint is an ideal platform to support the continuous growth of the women’s game worldwide.”

Sanjay Balakrishnan, VP of EU Prime & Marketing, commented, “We at Amazon are excited to partner with UEFA Women’s Football. UEFA Women’s EURO 2025 will be our first major international sports tournament sponsorship and comes with a commitment to create a meaningful impact on the women’s game. We are committed to using our scale as a force to drive even more momentum for the women’s game, and plan to support the associated communities, improve fan experiences and work with UEFA to continue the incredible growth achieved in the women’s game, so far.”

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