Amazon extends its partnership with UEFA Women’s Football

Just ahead of the Women’s Euro 2025 final, the online retail giant announced that it has extended its multi-year partnership with UEFA Women’s Football to 2030. Amazon said that this reaffirms the company’s support for growing the game as the official sponsor of all UEFA Women’s Football competitions.

The 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).

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.

Laura Downey, EU Head of Amazon Brand.

In its role as the official retail sponsor, Amazon says that the company has refreshed its Women’s Football Shop, which now features thousands of products to help elevate fans’ experience. They say that the shop will continue to grow, supporting all aspects of the game both on and off the pitch beyond this summer's EURO 2025 tournament.

Amazon is also collaborating with EUFA on other initiatives aimed at supporting the growth of the women’s game. This includes working with the UEFA Innovation Programme and Switzerland's School of Engineering and Management Vaud to address coaching gender disparities a major issues since just 4.5% of European coaches are women currently. They also have the 'Off Mute' AWS-powered platform where women and girls can share football experiences, identify barriers, and suggest improvements to increase accessibility.

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.

Guy-Laurent Epstein, UEFA Executive Director of Marketing and UC3 Co-Managing Director