The UEFA Women’s Euro 2025 kicks off in Switzerland on Wednesday 2 July, running through to 27 July. Now in its 14th edition, the tournament reflects the growing momentum behind women’s sport, especially football, which many financial services firms are increasingly backing.
Visa returns as a sponsor for the 2025 tournament, continuing its support from the 2022 edition. As part of the partnership, Visa will present the ‘Player of the Match’ award, recognising the standout performer in the final for their skill, determination and play in the game.
The payments solution provider will also run the ‘Warm Up Tour’, giving fans the chance to go pitch-side and watch players prepare ahead of matches.
It also hosted a competition, where consumers who paid with their local visa could win a trip for two to the Euro’s final, including flights and accommodation in Switzerland.
As part of its partnership with the Women’s Euros, Visa has introduced its ‘Click to Pay’ solution for ticket purchases. The feature, which is available on UEFA’s ticketing platform, offers fans a seamless checkout experience by eliminating the need to manually enter card details, thanks to secure tokenisation technology.
To mark its sponsorship, Visa launched a campaign under its brand platform, ‘Everywhere You Want to Be’. The 30-second film follows a young girl whose love for football is encouraged and supported by her family.
The campaign also includes five 15-second films celebrating the personal stories of aspiring athletes whose dreams were made possible through support and belief.
The series will run throughout the tournament across TV, cinema, digital out-of-home, and social media in 16 European markets, including the UK.
Meanwhile, Swissquote, the online banking and financial services provider, has signed as the official national partner of the Euros, including its joint venture Yuh.
As part of the sponsorship deal, Swissquote and Yuh branding will appear on promotional materials, media backdrops and LED perimeter boards inside the stadiums.
The partnership builds on Swissquote’s established role as a sponsor of the UEFA Europa League and UEFA Conference league. It also reinforces the firm’s commitment to supporting the growth of women’s football and championing women’s empowerment beyond finance.
In addition, AXA’s involvement with the Euros goes beyond just sponsorship. As the official partner of the tournament’s volunteer programme, the insurer is working alongside the eight host cities to gather 2,500 volunteers who assist in organising the event and welcoming fans, guests and media in fan zones, city centres and stadiums.
AXA is also presenting UEFA’s inaugural Fantasy Football game for the tournament, where players take on the role of Fantasy Managers tasked with selecting a squad of real-life players who earn points based on their actual match performances.