Insurance company AXA has stepped up its marketing efforts in football through an agreement with the UEFA Women’s Euro 2025.
The firm has become the global partner of the tournament, taking place in eight Swiss cities from 2 July-27 July 2025. The agreement further extends AXA’s visibility in Switzerland, where it is the title sponsor of the national women’s league and women’s cup.
Guy-Laurent Epstein, UEFA Marketing Director, said: “AXA is a dedicated supporter of women’s football in Switzerland, so we are thrilled to partner with them for what will be an unforgettable UEFA Women’s Euro 2025.
“We look forward to working together to make this the can’t-miss event of next summer, while also strengthening women’s football in the host country and throughout Europe.”
Euro 2025 will take place across the cities of Basel, Bern, Geneva, Zurich, St. Gallen, Sion, Lucerne, and Thun, with the host stadiums amassing a combined capacity of more than 750,000 spectators.
This will mark the second time Switzerland has hosted a major football tournament following the 2008 men’s Euros. AXA joins adidas, Amazon, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, PlayStation and Visa as global partners of the tournament.
“AXA, a long-time supporter and partner of women’s football in Switzerland and globally, is a perfect fit to become a global partner of UEFA Women’s Euro 2025,” added Doris Keller, Tournament Director of UEFA Women’s Euro 2025.
“We look forward to collaborating with AXA on the UEFA Women’s Euro 2025 volunteer programme, as the 2,500 volunteers will play a highly essential and valuable role throughout the tournament, welcoming everyone to the host country.”
Lastly, the deal shows not just an expansion of AXA’s engagement with women’s football but the game at large. The company is notably a partner of Premier League club Liverpool, renewing a five-year deal with the team last month.
“AXA is a strong supporter of women’s sport, as part of our drive for gender equality on all fronts – business, health, education, sports and society at large,” remarked Patrick Cohen, CEO of European Markets and Health at AXA.
“I am incredibly proud of this sponsorship, especially as all European AXA entities pulled together to make it happen. We are thrilled to be partnering with UEFA and very much looking forward to this major international event that will bring together football fans from all over Europe.”
