British Army sponsors C4’s UEFA European U21 coverage
June 9, 2025
The British Army will sponsor Channel 4’s coverage of the UEFA European Under-21 Championship 2025 which kicks off on June 11th. Running until the final on June 28th, the British Army will sponsor at least eight live games across linear and streaming on Channel 4 and 12 Group Stage games on 4Seven, as well as social clips on Channel 4 Sports, in a deal created by the OmniGOV team at MG OMD.
The sponsorship idents will feature British Army personnel on patrol, styled as tactical football analysis segments. These visually engaging moments aim to highlight the Army’s core values of teamwork, discipline and strategic thinking, drawing a parallel between the pitch and real-world operations. They will appear during all three of England’s Group Stage games – against Czech Republic on June 12th, Slovenia on June 15th, and Germany on June 18th – as well as the UEFA Under-21 Championship Final.
All of England’s U21’s matches are set to be shown live and exclusive on Channel 4, in addition to the Quarter Finals and the Final. Another 15 matches, encompassing the Group Stage games, and Semi Finals, will be broadcast live on 4Seven.
The Young Lions campaign will see Lee Carsley’s team strive to secure the U21 title for the fourth time in their history, following on from their successful win at the last tournament in 2023. Over on Channel 4 Sport’s YouTube channel, the British Army will also sponsor at least five clips from the games, capturing players’ best moments.
Rupinder Downie, Content Solutions Leader at Channel 4, commented: “By broadcasting the entire UEFA U21 tournament live for the very first time, Channel 4 has shown its commitment to showcasing incredible young sporting talent, and we’re delighted the British Army will become a part of this journey. Channel 4’s free to air reach, allied to sport, is a compelling offer for brands.”
Major General Joe Fossey OBE said: “We’re proud to support Channel 4’s coverage of the UEFA Under-21 Championship as part of our ongoing commitment to championing young talent. Just like the players on the pitch, our people are driven by purpose, teamwork, and the desire to make a difference. Through this partnership, we hope to show that wherever you come from, You Belong Here – and you can go far.”
David Counsell, Head of Investment at OmniGov, added: “We’re very proud to enable the Army to support the UEFA Under21 Championship — an event that resonates with the energy, ambition, and teamwork that define both football and the British Army. This sponsorship provides a powerful platform to connect with audiences and inspire the next generation to consider a career where they can make a real difference.”
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