By Phoebe Street

Euronics Group, the international electronics and home appliance retailer, has today been named as a new official sponsor of Uefa women's soccer competitions in a multi-year tie-up.

Under the Uefa Women's Football deal, 22 international Euronics Group members will support women's soccer in their respective markets, with rights to tournaments including the Uefa Women’s Champions League, Uefa Women’s Euro, Uefa European Women’s Under-19 and Under-17 Championships and the Uefa Women’s Futsal Euro.

The deal, which was brokered by Two Circles, the international digital-focused sports agency, takes effect for the start of the 2021-22 season and runs to 2025.

As part of the agreement, members will also support Uefa’s Together #WePlayStrong programme, which aims to drive participation in women's soccer.

Euronics, which is headquartered in Amsterdam and has over 8,500 outlets in 37 countries in Europe and Asia, joins other top-tier Uefa women's soccer sponsors in the next cycle in Visa, Pepsi, Just Eat Takeaway.com and Hublot.

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Deals with other partners NIKE and Esprit are expiring, and Uefa is in the market for more sponsors for the next event cycle.

Nadine Kessler, chief of women’s football at Uefa, said: “We are delighted to be welcoming the Euronics Group as a Uefa sponsor for the first time, and for such an ambitious brand to choose to partner with us shows once again the speed at which women’s football is developing and what an attractive proposition it is.

“Without doubt the trajectory of this game can only be even brighter and, together with the Euronics Group and other partners of our programme, we will continue to strive to make an impact on the elite end of the game through out top competitions, but also so that girls across Europe can follow their dreams and play the sport they love.”

Hans Carpels, president of Euronics GEIE, added: "This partnership is a key milestone for the Euronics Group. We are excited to activate this Uefa partnership in our local communities with our members, suppliers, and partners, while this will provide an opportunity for us to enhance the 'beautiful game' together."

In 2018, Uefa appointed TRM Partners, the UK-based sponsorship agency, to market its new portfolio of women's soccer rights. The firm was acquired by Two Circles in November last year, in a deal worth $45 million, with TRM integrated as Two Circles Rights Management.

Meanwhile, Budweiser, the US beer brand owned by international brewing giant Anheuser-Busch InBev, is returning for a second year as the official presenting partner of the Women's International Champions Cup.

The four-team competition, involving top US and European clubs, will take place at Providence Park, the home of the Portland Thorns, of the National Women's Soccer League, on 18 to 21 August.

In addition to the Thorns, the participating teams will be the NWSL's Houston Dash, Barcelona of Spain and Lyon of France.

Budweiser is also a sponsor of the NWSL and the US national soccer team.