UEFA has confirmed a renewed commercial partnership with Euronics Group, naming the European consumer electronics retailer as an official sponsor of both the UEFA Women’s Champions League and UEFA Women’s EURO 2029.
The agreement extends Euronics’ existing association with the UEFA Women’s Champions League and adds the 2029 edition of the Women’s EURO to the partnership portfolio, reinforcing the brand’s long-term commitment to the women’s game. Financial terms of the deal were not disclosed.
Euronics’ continued involvement comes at a pivotal moment for women’s football in Europe, with the governing body accelerating its commercial strategy around women’s competitions as standalone properties with dedicated media, sponsorship, and activation platforms. The partnership is positioned to support participation, visibility, and engagement, while aligning with Euronics’ stated focus on diversity, inclusion, and community impact across its markets.
Guy-Laurent Epstein, UEFA executive director of marketing, said, “This new four-year agreement strengthens our collaboration and reaffirms a shared commitment to the continued growth of women’s football. Working with Euronics Group has already delivered tangible results, and we look forward to building on this strong foundation to further develop and elevate our two women’s flagship competitions across Europe and beyond.”
John Olsen, CEO of Euronics International, added, “We’re excited to renew our partnership with UEFA and continue supporting the UEFA Women’s Champions League and UEFA Women’s EURO 2029. The new league format of the Women’s Champions League and greater broadcast exposure give us an amazing opportunity to reach more fans and communities. We are proud to have been part of the immense growth of women’s football, and our members across all our markets are looking forward to bringing this partnership to life locally for the next few years to come.”
Under the terms of the agreement, Euronics becomes an official sponsor of the UEFA Women’s Champions League from the 2025–26 season onwards, while also securing sponsorship rights for UEFA Women’s EURO 2029. The dual-property structure provides year-round visibility across elite club football and one of the most commercially significant women’s international tournaments on the calendar.
The sponsorship package includes stadium advertising rights, broadcast-visible branding, digital and social media integrations, and fan engagement opportunities across UEFA platforms. Euronics will also activate the partnership through its extensive retail network, using football-led campaigns to drive local market engagement.
The UEFA Women’s Champions League has continued to grow in commercial and media value following the centralisation of its media and sponsorship rights, with increases in broadcast reach, matchday attendance, and sponsor interest. Euronics joins Electronic Arts, Amazon, HEINEKEN, PepsiCo, and Vodafone as a partner of the competition.
For UEFA Women’s EURO 2029, Euronics joins Carlsberg and Lidl as a tournament partner. The 2029 event builds on the momentum of the record-breaking UEFA Women’s EURO 2025 in England and is expected to attract further global and regional commercial investment.
The partnership underscores UEFA’s broader strategy of positioning women’s football as a premium commercial product, offering partners long-term value, continuity, and meaningful audience connection rather than short-term tournament exposure.
