Amazon renews UEFA Women’s Football partnership until 2030

Ahead of the UEFA Women’s Euro final this weekend, Amazon has announced an extension of the multi-year partnership with UEFA Women’s Football until 2030.

The new deal covers the UEFA Women’s Champions League, UEFA Women’s Euro 2029, UEFA Women’s Nations League and UEFA Women’s Youth tournaments (U19 and U17). It also establishes Amazon as each competition’s official retail sponsor.

Amazon levels up its women’s football shop

As part of Amazon’s role as the official retail sponsor, the online marketplace refreshed its Women’s Football Shop ahead of the Euro 2025 in Switzerland. The new and evolved shop features thousands of products to help elevate fans’ experiences with fast delivery for Prime members on eligible products. The refresh included a ticket giveaway to give fans the opportunity to get closer to the action. The shop will continue to grow, supporting all aspects of the game both on and off the pitch beyond the tournament this summer.

Laura Downey, EU Head of Amazon Brand said: “Fans and players have been the true driving force behind women’s football’s incredible growth, their passion and dedication have transformed this sport from grassroots up shown by another record breaking tournament in Switzerland. We’re grateful to play a role in supporting this remarkable community — whether that’s helping a young player find their first pair of boots, or enabling fans to show their team colours — as they continue to write the next exciting chapter of women’s football.”

France’s Pauline Peyraud-Magnin saves a penalty kick from Germany’s Sjoeke Nuesken during the UEFA Women’s Euro 2025. (Photo by Molly Darlington – UEFA/UEFA via Getty Images)

A team-up to grow women’s football

In order to further drive momentum, Amazon and UEFA are collaborating on key initiatives to help grow the sport: research with the UEFA Innovation Programme and Switzerland’s School of Engineering and Management Vaud to address coaching gender disparities (currently only 4.5 percent of European coaches are women) and ‘Off-Mute’ — an AWS-powered platform where women and girls can share football experiences, identify barriers and suggest improvements to increase accessibility.

Guy-Laurent Epstien, UEFA Executive Director of Marketing and UC3 Co-Managing Director, says: “We are delighted to extend our partnership with Amazon through 2030, building on the momentum we’ve created together for women’s football across Europe.

“Their support in growing women’s football — on and off the pitch — from its dedicated Women’s Football Shop to the support of the UEFA Women’s EURO 2025 Innovation Programme, aligns perfectly with UEFA’s vision for the future of the sport. This renewal represnts more than a partnership – it’s a shared belief in the power of women’s football and its unlimited potential for growth.”

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