The UEFA Women’s EURO 2025 Finals get underway today with every match being televised live across RTÉ’s linear and streaming channels.
While neither Irish team made it to Switzerland, it will still be a spectacle to draw us in, and it is set to be the most commercially successful edition of the tournament to date.
From global giants like Visa and Unilever to local champions like Swissquote and AXA, brands are embracing the values of empowerment, equality and community and translating them into meaningful fan experiences, grassroots programmes and digital engagement campaigns.
A Record-Breaking Tournament
UEFA has attracted 20 official global and national sponsors to the 2025 tournament—almost double the number from the last edition.
Sponsorship revenue is expected to be in the region of €33 million, driven by increased viewership, a more diverse fan base, and a rising corporate appetite for women’s sport.
Switzerland’s eight host cities — Basel, Bern, Geneva, Zürich, Lucerne, St. Gallen, Sion, and Thun — will serve as staging grounds for brand campaigns built on purpose, participation, and performance.
Unilever: Confidence On and Off the Pitch
Unilever has become one of the most visible supporters of women’s football through its wide-ranging partnership with UEFA.
Building on its UEFA EURO 2024 success, the multinational is deploying a multi-brand campaign across its Dove, Rexona, Knorr and Hellmann’s lines for Women’s EURO 2025.
Over 126,000 in-store activations are planned across Europe, alongside stadium branding and fan engagement zones. Dove and Rexona will promote confidence and self-belief through storytelling campaigns, while Knorr and Hellmann’s will serve up branded fan meals and community events.
AXA: The Summit of Friendship
Swiss-based insurance giant AXA has long invested in women’s football through its sponsorship of the Swiss Women’s Super League. Now, it’s taking centre stage as a global partner of UEFA Women’s EURO 2025 with a focus on community and inclusion.
AXA is the presenting partner of the tournament’s volunteer programme, dubbed the “Summit of Friendship”, which will see over 2,500 volunteers engaged across the host cities. It’s also backing UEFA’s first-ever Women’s Fantasy Football game, aimed at building digital fan engagement and challenging perceptions of who follows the sport.
The brand’s messaging around women’s health and social protection is woven through all of its campaigns, reinforcing its corporate commitment to societal impact.
Swissquote: Banking on National Pride
As a national sponsor, Swiss online bank Swissquote, and its app-based sister brand Yuh, are leading the domestic charge. Their sponsorship ties into the host country’s identity and offers an opportunity to connect with younger, digitally savvy football fans.
Expect to see the brand featured prominently on stadium perimeter boards, media backdrops, and across domestic media, alongside branded fan competitions, exclusive match-day offers, and themed digital content.
Visa: From Payments to Player Awards
Visa continues to set a high standard in its support for women’s sport.
A long-term UEFA partner, the brand is again sponsoring the Player of the Match award at each game and launching digital campaigns spotlighting the journeys of female athletes across 16 European markets.
New this year is the “Warm Up Tour”, where Visa customers have the chance to attend pitch-side warm-up sessions and meet players.
The brand also enables Click to Pay on UEFA’s digital platforms, streamlining the ticket-buying experience with secure, tokenised payments.
Adidas: Alpine Innovation
Adidas is providing the tournament’s official KONEKTIS match ball, equipped with Connected Ball Technology to aid VAR decisions and improve officiating. Its design is inspired by the Swiss Alps, grounding the product visually in the host nation.
Lidl: In the Zone
Lidl returns as a key UEFA partner, rolling out its “Never Stop Growing” campaign, with fan zones, in-store promotions and branded family engagement events.
Global brands like Coca‑Cola, Heineken, Booking.com, PlayStation, EA Sports and Amazon are also running parallel campaigns, ranging from streaming tie-ins and digital engagement to hospitality suites and social content tailored to younger, more diverse fan segments.
RTÉ will be introducing on scree credits for individual match sponsors as well as a single broadcast partner and we will have details of that on Sport for Business throughout the tournament.
We will continue to track what commercial partners are doing and specifically to reference any campaigns they are bringing to the market in Ireland.
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