UEFA has appointed Two Circles as exclusive sponsorship agency for UEFA Women’s Football and exclusive media sales agency for the UEFA Women’s Champions League for the 2025-2030 business cycle. The sponsorship programme includes marketing rights for UEFA Women’s EURO 2029, the UEFA Women’s Champions League, the UEFA Women’s UEFA Futsal EURO, the UEFA European Women’s Under-19 and Under-17 Championships, and the #WePlayStrong marketing platform.
The creation of a separate commercial rights programme for women in 2018 has helped elevate women’s national team and club football at all levels to record heights. UEFA Women’s EURO 2022 was the most watched European Women’s Championship in history, with a cumulative global audience of more than 374 million viewers in 197 territories. The tournament was also the best-attended Women’s EURO of all time, with a record total of 574,875 spectators across the tournament. The final, between England and Germany, was the best attended final in the history of the EURO (men’s or women’s), with 87,192 spectators at Wembley Stadium.
The UEFA Women’s Champions League 2021-25 season was a historic one. The 2021/22 semi-final between Barcelona and Wolfsburg at Camp Nou was the best-attended women’s football match of all time, with 91,648 fans in the stands. Similarly, the first centralised distribution of the UEFA Women’s Champions League media rights for 2021-2025 is driving increased global visibility of the competition, with many records broken, including the 2023 final, also between Barcelona and Wolfsburg, which was the most watched final of all time (5.1 million live viewers).
Since the last business cycle, UEFA Women’s Football’s global partners have increased from five to 11, and UEFA Women’s EURO 2025 has secured two more national sponsors from July 2024, with continued growth planned in the 2025-30 cycle, up to UEFA Women’s EURO 2029. Two Circles has sold sponsorship rights since its initial appointment in 2018.
Guy-Laurent Epstein, UEFA’s marketing director, said: ‘In 2018, we set out to establish a strong and fully dedicated women’s football commercial programme to accelerate the growth of European women’s football. This next rights cycle is our next step in this exciting journey. We will continue to break records on and off the pitch for club and national team competitions, while driving commercial growth through an evolution of our partnership offering, and we are confident that Two Circles is the right partner for this stage of the journey.’
Nadine Kessler, UEFA’s general manager for women’s football, said: ‘We have taken giant steps forward and this new commercial cycle will cover the next big leap in the development of women’s football in Europe. European competitions, both at national team and club level, are at the forefront of world football and we are convinced that these competitions and our innovative development projects will attract targeted partnerships to support the movement and thus help us set new benchmarks across the board. We are delighted to have Two Circles on board to help us maximise the value and exposure of our game and achieve our ambitious strategic growth objectives’.
The 2025-2030 cycle will include a new UEFA Women’s Champions League format with an 18-team league phase, followed by an exciting play-off round, designed to offer a more competitive, inclusive and attractive competition. In addition, for the first time, centralised sponsorship rights will be in place from the first match onwards.
