European soccer’s governing body UEFA has added two brands - both with previous partnership history - to the sponsorship ranks of the 2025 Women’s European Championships.
International grocery chain Lidl becomes an official partner of the Women’s Euros, which will take place between July 2 and 27 in Switzerland, while online banking specialist Swissquote is a national partner, in a deal that also includes Yuh, another Swiss financial organization.
Lidl’s deal will see that international grocery chain activate through “rewards, promotions, and events,” while Swissquote and Yuh’s branding will be present across promotional materials as well as through media backdrops and LED perimeter hoardings in the stadiums.
Swissquote is added to Miele Switzerland (unveiled earlier this month) and Swisscom as a national partner for the event, while the following brands are partners alongside Lidl: adidas, Amazon, AXA, Booking.com, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, PlayStation, and Visa (the first partner brought on board).
In terms of its previous tie-ups with UEFA, Lidl was a sponsor of the men’s Euro 2024 tournament, held in Germany earlier this year, while the brand is also a partner of the body’s Europa League and Conference League second and third-tier men’s club competitions. GlobalData has valued that deal as worth $30 million in total.
Swissquote, meanwhile, was a Europa League and Conference League sponsor for the 2021-24 cycle.
The Women’s Euros will be held in eight host cities across Switzerland - Basel (opening game and final), Bern, Geneva, Zurich, St. Gallen, Lucerne, Thun, and Sion. England will go in as the defending champions.
The draw for the group stages of the tournament takes place on December 16 (next Monday) in Lausanne, Switzerland.
Jens Thiemer, Lidl International’s chief customer officer, has said: “This partnership is a natural step forward, building on our proud history of teaming up with major sports organizations for both women’s and men’s sport and following the success of the UEFA Euro 2024.”
Guy-Laurent Epstein, marketing director of UEFA, commented on the Swissquote tie-up, meanwhile: “We have built a strong and successful partnership with Swissquote over the years, making it a natural step to extend our collaboration that includes Yuh for the upcoming UEFA Women’s Euro, especially as the tournament takes place in the company’s home country.”
In 2017, UEFA separated its women’s sponsorship packages from those for the men’s game for the first time.
