Amazon has confirmed it will continue its partnership with UEFA Women’s Football until 2030, extending its role as the official online retail sponsor across all UEFA Women’s Football competitions. The announcement comes just ahead of the UEFA Women’s EURO 2025 final, taking place this Sunday, 27th July, and marks Amazon’s ongoing commitment to the sport’s long-term development.
As part of the renewed agreement, Amazon’s sponsorship will cover the UEFA Women’s Champions League, UEFA Women’s EURO 2029, UEFA Women’s Nations League, and both the U19 and U17 Women’s Youth tournaments.
In the lead-up to the EURO 2025 final in Switzerland, Amazon has revamped its dedicated Women’s Football Shop. The shop offers a broad selection of products, from fanwear to sports gear, available with fast delivery for Prime members. Fans in the UK, Spain, France, Italy, Germany, and Switzerland were also given a chance to win match tickets through a giveaway organised as part of the refresh. The Women’s Football Shop will continue to evolve beyond this summer, with a focus on supporting fans, players, and the sport overall, on and off the pitch.
“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, commented: “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 coincide with the renewed partnership and shop relaunch, Amazon is also working with UEFA on several key initiatives aimed at growing the game. These include collaborative research through the UEFA Innovation Programme and the School of Engineering and Management Vaud in Switzerland, focused on addressing gender imbalance in coaching, where only 4.5% of European coaches are women. Additionally, Amazon is backing ‘Off Mute’, an AWS-powered platform designed for women and girls to share their football stories, highlight challenges, and recommend ways to improve accessibility within the sport.
