July 24 – Amazon has renewed its commitment to UEFA Women’s Football, extending its multi-year partnership until 2030 ahead of the UEFA Women’s EURO 2025 final in Switzerland this weekend.
The updated agreement cements Amazon’s role as the official online retail sponsor across all UEFA Women’s Football competitions, including the Champions League, EURO 2029, the Nations League, and both the U19 and U17 championships.
The tech and retail giant has positioned itself as a long-term commercial ally to women’s football, with the latest extension underscoring its aim to support the game’s growth on and off the pitch. As part of the renewed partnership, Amazon has relaunched its dedicated Women’s Football Online Shop, offering thousands of fan-focused products and fast delivery for Prime customers. In the run-up to EURO 2025 in Switzerland, the platform ran ticket giveaways to drive forward fan engagement.
The commercial push is being backed by a series of grassroots and structural initiatives aimed at addressing the sport’s gender disparities and increasing accessibility. Through its AWS cloud infrastructure, Amazon has announced it is working with UEFA and Switzerland’s School of Engineering and Management Vaud on research under the UEFA Innovation Programme, with a focus on tackling under-representation of women in coaching roles; currently just 4.5% of registered coaches across Europe.
On top of this, UEFA has launched ‘Off Mute’ – a platform built with AWS that enables women and girls to share their football experiences, identify barriers to participation, and propose changes to improve inclusion.
The sponsorship renewal comes at a moment of sustained momentum for the women’s game, with EURO 2025 breaking just about every record in the book. UEFA Women’s Champions League attendances have kept pace too, building year on year.
“Fans and players have been the true driving force behind women’s football’s incredible growth,” said Laura Downey, EU Head of Amazon Brand.
“Their passion and dedication have transformed this sport from the grassroots up shown by another record-breaking tournament in Switzerland, 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.”
Guy-Laurent Epstein, UEFA Executive Director of Marketing and UC3 Co-Managing Director added: “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.