UEFA, European football’s governing body, has extended its partnership with Two Circles, a leading data-driven sports marketing agency.
This six-year deal (2025-2030) has positioned the sports marketing leader as the exclusive commercial partner for UEFA Women’s Football, significantly boosting the game’s growth and commercialization.
This partnership has granted the marketing agency a dual role within the organization. Two Circles will be the exclusive sponsorship agency for all UEFA Women’s Football properties. This includes the prestigious UEFA Women’s Champions League (UWCL), the UEFA Women’s Euro, the UEFA Women’s Futsal Championship, and youth tournaments (U19 & U17). Additionally, the agency will manage sponsorships for the #WePlayStrong initiative promoting women’s football development.
Furthermore, the trusted advisor in sports marketing will exclusively handle media sales for the UEFA Women’s Champions League, maximizing revenue from broadcast and other media rights.
This partnership builds on the sports marketing consultancy’s work since 2018. Since then, the agency has attracted high-profile sponsors like PlayStation, Amazon, and EA Sports, while Women’s Euro 2022 achieved record viewership.
Commenting on the renewed partnership, Guy-Laurent Epstein, UEFA Marketing Director, said, “In 2018, we set out to establish a steadfast fully dedicated women’s football commercial programme to accelerate the growth of European women’s football. This upcoming rights cycle is our next step on this exciting journey. We will continue to break records on and off the pitch for both club and national team competitions, while driving commercial growth through an evolution of our partnership offering, and we are confident that Two Circles are the right partner for this stage of the journey.”
Nadine Kessler, UEFA Managing Director of Women’s Football, added, “We have made huge strides and this new commercial cycle will cover the next great leap in women’s football’s development in Europe. European competitions, both for national teams and for clubs, are at the forefront of the global game and we are convinced that these competitions and our innovative development projects will attract purpose-led partnerships, that support the movement and thus will help us to set new benchmarks across the board. We are excited to have Two Circles on board to help us maximise the value and exposure of our game and to achieve our ambitious strategic growth targets.”
Two Circles is a data-driven sports marketing agency that strengthens sports organizations’ relationships with fans. The agency leverages data to inform sponsorship sales, content creation, and digital products. This approach improves the fan experience, boosts commercial revenue, and creates a more attractive proposition for sponsors. With a global presence, the marketing agency has played a key role in major commercial successes within international sports.
The 2025-2030 cycle features a revamped UEFA Women’s Champions League format with a more competitive 18-team league phase and exciting playoffs. Additionally, for the first time, centralized sponsorship rights will be in place from the beginning of the league phase.