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Uefa adds Esprit as women’s football sponsor

(Photo by Laszlo Szirtesi/Getty Images)

European football’s governing body Uefa named global fashion brand Esprit as official branded apparel partner to Uefa’s women’s football competitions and campaigns.

The deal runs until 2021 and will involve Esprit-branded clothing being supplied to staff and volunteers working at Uefa’s women’s competitions. This will include the Champions League final and Euro 2021 tournament.

The agreement will also be utilised to promote competitions and campaigns supporting women’s football.

Guy-Laurent Epstein, marketing director of Uefa Events, said: “With Esprit becoming the lifestyle partner and supporter of Uefa women’s football across our competitions and campaigns, including Together #WePlayStrong, this shows how much potential there is in the women’s game and that it can be supported on its own merits.’’

The agreement adds to Uefa’s growing women’s football sponsorship portfolio. In December 2018, Visa signed a seven-year deal to become the first dedicated sponsor to women’s football in Europe.

This was followed by the addition of Nike as Official Match Ball Supplier to Uefa’s women’s football tournaments. SportBusiness understands that this deal is worth about €900,000 ($991,600) per year.

Uefa has been working with TRM Partners, the UK-based sponsorship agency, on its sale of sponsorship rights to the women’s competitions.

The Esprit-branded apparel will first be visible in May at the 2020 Women’s Champion’s League final, played in Vienna.