Amazon, the global tech and retail giant, has extended its commercial tie-up covering a range of top-tier women's soccer properties run by the sport's European governing body UEFA until 2030.
Through a deal renewal unveiled today (July 24), Amazon will continue as a partner of the overall UEFA Women's Football program for the next five years.
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The deal spreads across the top-tier Women's Champions League club competition, with a new league phase format in that property to make its debut this coming season, as well as the 2029 Women's European Championships national team event. In addition, it covers the Under-19 and Under-17 Women's Euros.
It has been announced in the build-up to the final of the ongoing 2025 Women's Euros, to be contested by England and Spain this coming Sunday, July 27, in Basel, Switzerland.
This marks the renewal of the original Amazon-UEFA agreement, which came into effect in time for the 2023-24 UEFA season and which GlobalData Sport (GDS) has valued at $10 million across two campaigns.
In 2023, Amazon was involved in launching the inaugural Women's Champions League online store.
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By GlobalDataIts sponsorship of the ongoing Women's Euros, meanwhile, has represented its first partnership covering any major international sports tournament.
Guy-Laurent Epstein, marketing director at UEFA, has said: "This renewal represents more than a partnership – it's a shared belief in the transformative power of women's football and its unlimited potential for growth."
Other official women's soccer sponsors for UEFA include Euronics, Heineken, Lay's, Visa, Adidas, Hublot, and PlayStation.
The Women's Euros have so far been responsible for significant viewing figures in a number of competing countries, and on the sponsorship front, the tournament has a total of 20 commercial partners.
Laura Downey, head of Amazon Brand in the European Union, added: "Fans and players have been the true driving force behind women's football's incredible growth. Their passion and dedication have transformed this sport from the grassroots up shown by another record-breaking tournament in Switzerland, and we’re excited to announce the extension of our partnership with UEFA Women’s Football beyond this summer’s action."
Elsewhere in women's soccer, Amazon has a multi-year tie-up in place with North America's National Women's Soccer League, which has been valued by GDS at $4 million annually.
