Amazon renews UEFA Women’s football sponsorship

The announcement reaffirms Amazon’s support in growing the game, as the official online retail sponsor of all UEFA Women’s Football competitions. The new deal includes the UEFA Women’s Champions League, UEFA Women’s EURO 2029, UEFA Women’s Nations League and UEFA Women’s Youth tournaments (U19 and U17).

As part of Amazon’s role as the official retail sponsor, the online marketplace refreshed its Women’s Football Shop ahead of UEFA Women’s EURO 2025 in Switzerland. The evolved shop features thousands of products to help elevate fans’ experience with fast delivery for Prime members on eligible products. The refresh also included a ticket giveaway to give fans the opportunity to get closer to the action. The shop will continue to grow, supporting all aspects of the game both on and off the pitch beyond this summer’s tournament.

“Fans and players have been the true driving force behind women’s football’s incredible growth,” says Laura Downey, EU Head of Amazon Brand. “Their passion and dedication have transformed this sport from the grassroots up shown by another record-breaking tournament in Switzerland, we’re excited to announce the extension of our partnership with UEFA Women’s Football beyond this summer’s action. We’re grateful to play a role in supporting this remarkable community – whether that’s helping a young player find their first pair of boots, or enabling fans to show their team colours – as they continue to write the next exciting chapter of women’s football.”

Guy-Laurent Epstein, UEFA executive director of marketing and UC3 co-managing director, adds: “We are delighted to extend our partnership with Amazon through 2030, building on the momentum we’ve created together for women’s football across Europe. Their support in growing women’s football – on and off the pitch – from its dedicated Women’s Football Shop to its support of the UEFA Women’s EURO 2025 Innovation Programme, aligns perfectly with UEFA’s vision for the future of the sport. This renewal represents more than a partnership —it’s a shared belief in the power of women’s football and its unlimited potential for growth.”

To further drive momentum for women’s football alongside the partnership renewal and Women’s Football Shop launch, Amazon and UEFA are collaborating on key initiatives to help grow the sport: research with the UEFA Innovation Programme and Switzerland’s School of Engineering and Management Vaud to address coaching gender disparities (currently only 4.5% of European coaches are women), and ‘Off Mute‘—an AWS-powered platform where women and girls can share football experiences, identify barriers, and suggest improvements to increase accessibility.