UEFA appoints Two Circles as exclusive sponsorship agency for UEFA Women’s Football for 2025-30 cycle

UEFA has appointed Two Circles as the exclusive sponsorship agency for UEFA Women’s Football and as the exclusive media sales agency for the UEFA Women’s Champions League for the 2025-2030 commercial cycle. The sponsorship programme includes marketing rights for UEFA Women’s EURO 2029, the UEFA Women’s Champions League, UEFA Women’s Futsal Championship, the UEFA Women’s Under-19 and Under-17 Championships, and the #WePlayStrong marketing platform.

The creation of a separate women’s commercial rights programme in 2018 has helped elevate women’s national team and club women’s football at all levels to record heights. UEFA Women’s EURO 2022 was the most watched Women’s European Championship ever, with a global cumulative live viewership of over 374 million across 197 territories. The tournament was also the best-attended Women’s EURO of all-time with a record-breaking total of 574,875 spectators across the tournament. The final, between England and Germany, was the most-attended in EURO history (men’s or women’s) with 87,192 fans at Wembley Stadium.

UEFA Women's EURO 2022 was the best-attended Women’s EURO of all-time with a record-breaking total of 574,875 spectators across the tournament.UEFA via Getty Images

The 2021-25 UEFA Women’s Champions League cycle has been historic. The 2021/22 semi-final between Barcelona and Wolfsburg at the Camp Nou was the most attended women’s football match of all time with 91,648 fans in attendance. Equally, the first centralised distribution of media rights for the UEFA Women’s Champions League for 2021-2025 is driving increased global visibility for the competition with many records being broken including the 2023 final, also between Barcelona and Wolfsburg, which was the most-watched final of all time (5.1 million live viewers).

The Camp Nou displays the new attendance record in a women's football match during the UEFA Women's Champions League semi-final first leg match between Barcelona and Wolfsburg at on April 22, 2022 in Barcelona.Getty Images

Since the last commercial cycle, the number of UEFA Women’s Football global partners has increased from five to 11, with UEFA Women’s EURO 2025 having secured two national partners as of July 2024, with continued growth forecasted in the 2025-30 cycle building up to UEFA Women’s EURO 2029. Two Circles has sold the sponsorship rights since their initial appointment in 2018.

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.”

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.”

The 2025-2030 cycle will include a new UEFA Women’s Champions League format featuring a league phase with 18 teams, followed by an exciting play-off round, designed to provide a more competitive, and ever engaging competition. Additionally, for the first time, centralised sponsorship rights will be in place from the first match of the league phase onwards.