UEFA has appointed Two Circles as the exclusive sponsorship agency for women’s football across the continent to unlock new opportunities and revenue streams.
The agreement with Two Circles will last throughout the 2025-2030 UEFA commercial cycle. The programme includes marketing rights for UEFA Women’s EURO 2029, the UEFA Women’s Champions League, UEFA Women’s Futsal Championship, the Women’s Under-19 and Under-17 Championships.
Guy-Laurent Epstein, UEFA Marketing Director, 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 are the right partner for this stage of the journey.”
UEFA created the separate women’s commercial rights programme in 2018 in order to elevate new sponsorship opportunities for the women’s game, which continues to grow year on year.
The Women’s EURO 2022 became the most-watched tournament to date with a cumulative live viewership of 347 million. It also became the most attended Women’s EURO tournament of all time, with the final between England and Germany becoming the most-attended EUROs game of all time – both men’s and women’s.
The Women’s Champions League has also broken all time records across the board as well, with the 2021/22 semi-final between FC Barcelona and Wolfsburg becoming the most-attended women’s game of all time with 91,648.
On the revenue side, the Women’s Champions League has benefited from the commercial rights programme after securing an exclusive media rights deal with YouTube and DAZN from 2021 to 2025, increasing the women’s game visibility.
Since the last commercial cycle, the number of women’s football global partners has increased from five to 11, with the Women’s EURO 2025 having secured two national partners.
Nadine Kessler, UEFA Managing Director of women’s football, said: “We have made huge strides and this new commercial cycle will cover the next great leap in women’s football’s development in Europe.
“European competitions, both for national teams and for clubs, are at the forefront of the global game and we are convinced that these competitions and our innovative development projects will attract purpose-led partnerships that support the movement and thus will help us to set new benchmarks across the board.
“We are excited to have Two Circles on board to help us maximise the value and exposure of our game and to achieve our ambitious strategic growth targets.”
