European soccer’s governing body UEFA has brought in home appliance brand Miele Switzerland as a commercial partner of next year’s Women’s European Championships in that country.
Through a deal unveiled today, Miele (with its global headquarters in Germany) becomes the second national partner of the 16-team national teams competition that will take place in July 2025.
This represents the home appliance company’s first-ever sponsorship in women’s soccer.
The brand will engage in fan activities, VIP events, and digital campaigns, in the build-up to and during the Women’s Euro.
This is the second deal for the Women’s Euro outlined within the last week, after the first national partner for the competition - telecoms firm Swisscom - was brought on board. GlobalData Sport has valued that deal as worth $1 million.
Other tournament sponsors, meanwhile, include AXA, Amazon, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay's, PlayStation, and Visa (the first partner on board).
The Women’s Euro will be held from July 2 to 27 next year 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.
In 2017, UEFA separated its women’s sponsorship packages from those for the men’s game for the first time.
