Research from Ampere Analysis estimates that the 2025 UEFA European Women’s Championship will generate at least €32.5 million in sponsorship revenue, a 112 per cent increase on the previous event in 2022.

Expansion in the fanbase for the Women’s Euros has been a key driver of this growth. Ampere’s Sports Consumer data indicates that 76 per cent of European sports fans now enjoy watching the Women’s Euros live on TV, up from 53 per cent just two years ago. Crucially the women’s fanbase has different product preferences compared to fans of the men’s game, presenting new brand partnership opportunities and encouraging distinct sponsors compared to other football events.

Overall, 21 global and national sponsors have been announced, with 30 per cent from the US, 25 per cent from Germany, and 15 per cent from host country Switzerland. New official global sponsors supporting women’s football include Amazon, Euronics, Grifols, and Visa. Others, including Lidl, Unilever and Wiesenhof, were also major sponsors at the 2024 Men’s Euros in Germany.

UEFA, though, was one of the first organisations to separate its men’s and women’s sponsorship packages. A separate commercial rights programme for women’s football, implemented in 2018, has enabled brands to associate with women’s football on an individual basis, rather than as part of a broader package alongside the men’s competition. As a result, UEFA now has 11 women’s official sponsors whose rights encompass both the Women’s Champions League and the Women’s Euros.

In separating sponsorship opportunities in this way, UEFA has set a positive example for other entities, such as FIFA, to follow, most notably during the 2023 Women’s World Cup. With the creation of distinct sponsors for women’s competitions, allowing more brands the potential to reach new audiences, Ampere expects sustained growth in sponsorship revenues across many more women’s sports, concluded report author Chloe Ng Triquet.

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Tags: advertising, euro 2025, Womens football