European soccer's governing body UEFA has extended and expanded its commercial tie-up - focused on the women's game - with international electronics and home appliance retailer Euronics.
Through a contract renewal unveiled today, the Netherlands-based brand will continue as an official UEFA Women's Champions League (UWCL) partner for three more seasons, through the 2027-28 campaign.
In addition, it becomes a partner of the 2029 Women's European Championships, set to take place in Germany.
The initial women's soccer deal between UEFA and Euronics, announced in mid-2021, covered the 2022 Women's Euros as well as multiple seasons of the UWCL.
GlobalData Sport valued that deal as worth the equivalent of $2 million per season.
That agreement was brokered by Two Circles, which is now the exclusive UWCL commercial and broadcast rights agency.
Now, UEFA's executive director of marketing, Guy-Laurent Epstein, has said: "Working with Euronics Group has already delivered tangible results, and we look forward to building on this strong foundation to further develop and elevate our two women’s flagship competitions across Europe and beyond.”
John Olsen, chief executive at Euronics International, added: "The new league format of the Women’s Champions League and greater broadcast exposure give us an amazing opportunity to reach more fans and communities.
"We are proud to have been part of the immense growth of women’s football, and our members across all our markets are looking forward to bringing this partnership to life locally for the next few years to come.”
The other UWCL-specific brand partners are as follows: Adidas, Amazon, Heineken, PepsiCo, and Vodafone.
This season's UWCL got underway on October 7 and will come to an end on May 24, with the final in Oslo, Norway.
For the Women's Euros, meanwhile, Euronics joins Adidas, Amazon, Carlsberg, Lidl, PepsiCo, and Vodafone as a partner.
Germany was voted in as the next Women's Euros host earlier this month, fending off Poland’s bid and a joint submission from Sweden and Denmark.
The nation’s bid included eight cities for an expected 16-team, 31-game tournament, with the German women’s team holding a record eight European Championship titles.
