The European football governing body, the Union of European Football Association (UEFA), has unveiled Miele Switzerland’s onboarding as a national partner of the UEFA Women’s Euro 2025.
The association’s focal point, as per the entity, is to propel Switzerland’s role as a host nation, highlighting the values of sustainability and quality. In this pact, the German company will release digital campaigns for fan engagement and enhance women’s football’s visibility across the nation.
“We are thrilled to partner with Miele, a brand that shares our passion for football. As we gear up for UEFA Women’s EURO 2025, this partnership will provide valuable promotional support for the tournament through Miele’s extensive online and physical presence, while showcasing the brand’s commitment to innovation and sustainability,” said UEFA Marketing Director Guy-Laurent Epstein.
Andy Oehrli, director of marketing at Miele, added, “Supporting women’s football aligns well with our company motto, ‘Immer Besser’ (‘Forever Better’). Since its founding, Miele has focused on quality, perfection and sustainability – values that are essential in women’s football and find an ideal platform with UEFA Women’s EURO 2025. Furthermore, with our first sponsorship in women’s football, we are thrilled to actively contribute to the success of Switzerland’s third major football event following the 1954 World Cup and the 2008 European Championship.”
Miele was established in 1899 and has been a family-owned independent entity since its foundation. The domestic appliances and commercial equipment company is headquartered in Gutersloh, Ostwestfalen-Lippe. The company generated sales of € 5.43 bn in the financial year of 2022 with an increase of 12.2% and Germany’s turnover accounted for € 1.47 bn.
The forthcoming edition of the Women’s Euro will be played across eight Swiss destinations: Bern, Basel, Zurich, Geneva, St. Gallen, Thun, Sion, and Lucerne. The 14th edition of the competition will be played between July 2 – July 27, 2025.