International sports agency Two Circles has been appointed as the exclusive agent for commercial and media rights associated with UEFA European women’s soccer, for the 2025-30 cycle.
The firm has been brought in as the exclusive sponsorship agency for UEFA women’s soccer as a whole and as the exclusive media sales agent for the UEFA Women’s Champions League (UWCL) pan-continental club competition.
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This represents a renewal in terms of the sponsorship element of the deal, with the first tie-up to that effect between UEFA and Two Circles coming in 2018 when UEFA separated its women’s soccer commercial program from its men’s. It is the first time Two Circles will be in charge of UWCL media rights, however.
The UWCL will change formats for the 2025-26 campaign, moving to a league phase with 18 sides, followed by a playoff round.
The sponsorship element covers competitions such as the national teams’ European Championships in 2029, the UWCL for those years, the Women’s Futsal Championship, and UEFA’s Women’s Under-19 and Under-17 Championships.
The 2025-26 UWCL will see centralized sponsorship rights included from the opening group stage games for the first time.
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By GlobalDataGuy Laurent-Epstein, marketing director at UEFA, has said: “In 2018, we set out to establish a steadfast fully dedicated women’s football commercial programme to accelerate the growth of European women’s football. This upcoming rights cycle is our next step on this exciting journey.
“We will continue to break records on and off the pitch for both 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.”
UEFA’s list of women’s soccer global partners now stands at 11 (Euronics, Grifols, Heineken, Just Eat Takeaway, Lay’s, Visa, Amazon, adidas, Electronic Arts, Hublot, and PlayStation), while so far the 2025 Women’s Euro have secured two national partners.
For the UWCL, meanwhile, UEFA has called the ongoing 2021-25 cycle “historic,” having so far secured the highest-attended women’s soccer match of all time, at Barcelona’s Camp Nou in 2022, as well as the most-watched UWCL final on TV (the 2022-23 edition).
International subscription streaming service DAZN is the primary global broadcaster for the UWCL at the moment, in a deal running through 2024-25.
During 2023-24, the platform made most of the competition’s group stages available for free, while the 2022-23 final was also shown free-to-air across multiple European territories through a sub-licensing deal with the European Broadcasting Union.
