Women’s EURO 2025 sponsorship revenue will surge to €32.5m
The 2025 UEFA European Women’s Championship is on track to generate at least €32.5 million in sponsorship revenue, according to new research from Ampere Analysis. That figure represents a 112% increase on the €15.3 million recorded for the 2022 tournament, marking another significant leap forward for the commercial side of the women’s game.
The growth reflects rising viewership, a broader sponsor base, and a rights model that allows brands to engage with women’s football on its own terms. Hosted in Switzerland from July 2, the tournament will feature 21 global and national sponsors, with a mix of returning names and new entrants.
Women’s EURO 2025: unbundled rights, broader reach
A key driver behind the commercial surge is UEFA’s decision, made in 2018, to separate sponsorship rights for its women’s competitions. That structural change has allowed brands to sponsor the Women’s EURO and Women’s Champions League independently, rather than as an appendage to the men’s game. Besides the symbolic importance of seeing the women’s game in its own right with separate sponsorship packages, this strategy presents a clearer, more definable opportunity for prospective sponsors.
It’s a model that’s proven successful. Eleven official sponsors now support UEFA’s women’s competitions, with global brands including Visa among the long-term supporters. AXA, Swissquote, and Volkswagen are entering for the first time in 2025. Meanwhile, regional players such as Lidl, Unilever, and Wiesenhof, already active at the 2024 Men’s EURO, are extending their investments into the women’s side.
The breakdown of sponsors points to growing international appeal: 30% are US-based, 25% hail from Germany, and 15% are from host country Switzerland.
To read more about why we think brands should be backing women's sports, click here.
A rising fanbase with distinct appeal
Sponsorship growth is backed by a fast-expanding audience. Ampere’s data shows that 76% of European sports fans now watch the Women’s EURO live on TV, up from just 53% two years ago. This isn’t just more fans, but a more engaged and commercially active group.
Women’s EURO viewers, for example, are 53% more likely to buy groceries, snacks, and confectionery compared to the average sports fan. For brands like Lidl, that kind of audience insight offers a strong alignment opportunity and helps explain why FMCG (fast-moving consumer goods) is one of the most active sponsor categories.
To read about the recent Nielsen sponsorship report, including even more in-depth audience insights, click here.
Women’s sport gains commercial momentum
UEFA’s tailored approach offers a clear example of how distinct sponsorship rights can unlock value. Rather than diluting interest, separating the women’s game has allowed new brands to enter the space, test strategies, and connect with fans in more meaningful ways.
As women’s sport continues to gain ground commercially, the Women’s EURO 2025 stands out not just for its scale, but for the thinking that’s enabling it to grow.
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