July 19 – UEFA has renewed sports marketing agency Two Circles as its exclusive sponsorship agency for UEFA Women’s Football. The agency will also handle media sales for the Women’s Champions League for the 2025-2030 commercial cycle.
In 2018 UEFA separated its women’s competition commercial sales from its men’s, a decision that has enabled the confederation to grow its women’s sponsorship and offer dedicated sales packages.
It was a smart move as the women’s game has rapidly taken off in terms of engagement and participation with Euro 2022 attracting a record global cumulative live viewership of more than 374 million across 197 territories as well as breaking spectator records with 574,875 attending games. 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.
Two Circles will be selling the marketing rights to the Women’s EURO 2029, the Women’s Champions League, Women’s Futsal Championship, the Women’s Under-19 and Under-17 Championships, as well as UEFA’s #WePlayStrong marketing platform.
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.”
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.
While the national team Euros has been UEFA Women’s blue riband event, it has been growing its Women’s Champions League with the 2025-2030 cycle bringing in a new format with a league phase with 18 teams, followed by a play-off round. UEFA said that for the first time centralised sponsorship rights will be in place from the first match of the league phase onwards.
Two Circles are not known for their media sales and this is the first time that UEFA has centralised media rights distribution for the reformatted Women’s Champions League, but they have a strong and growing product to work with.
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.
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