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Amazon and Uefa agree women’s soccer deal with AWS ‘growth’ plugin

Multi-year deal covers Women’s Euro 2025, the Women’s Champions League and Women’s Finalissima.

2 June 2023 SportsPro

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Digital giant Amazon has signed a multi-year partnership with Uefa for the European soccer body’s women’s competitions.


  • Amazon will sponsor various competitions including Uefa Women’s Euro 2025, the Women’s Champions League, Women’s Finalissima, Women’s Futsal Euro 2023 and the Women’s Under-19 Championships
  • Uefa and Amazon Web Services (AWS) will also collaborate on a solution to support the growth of the women’s game
  • Amazon will develop the first-ever official Women’s Champions League online store


The deal marks Amazon’s first major international sports tournament sponsorship deal, while becoming the latest women’s soccer partner signed up by Uefa to join a portfolio that already includes Adidas, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway, PepsiCo, PlayStation and Visa.


Sanjay Balakrishnan, Amazon’s vice president of EU Prime and marketing, said: “We are committed to using our scale as a force to drive even more momentum for the women’s game, and plan to support the associated communities, improve fan experiences and work with Uefa to continue the incredible growth achieved in the women’s game, so far.”

Coming next:

The partnership kicked off with the start of this season’s Women’s Champions League knockout stage, but Amazon is set to roll out its first marketing campaign for a major international sports event in the buildup to the Women’s Euro 2025 tournament in Switzerland.

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