Axa nets new football deal with UEFA ahead of Euros

Insurer Axa has announced that it will become an official partner of the upcoming UEFA Women’s Euros.

The tournament, which is being held in Switzerland, will kick off in July next year and will see 16 teams compete across eight cities in the country.

Axa said its deal with UEFA will last until the end of August 2025.

Guy-Laurent Epstein, UEFA marketing director, added: “Axa is a dedicated supporter of women’s football in Switzerland, so we are thrilled to partner with them for what will be an unforgettable UEFA Women’s Euro 2025.

“We look forward to working together to make this the can’t-miss event of next summer, while also strengthening women’s football in the host country and throughout Europe.”

Commitment

This came after Axa and Liverpool FC signed a new five-year deal that will see their partnership continue until at least 2029.

Axa signed as the club’s official insurance partner in 2018 and has been featured on all training kits since 2019.

The deal expanded further in 2023, when Liverpool FC welcomed Melwood back to the club as the new home to LFC Women, with the centre being called the Axa Melwood Training Centre.

Axa said teaming up with UEFA for next year’s tournament expanded its existing commitment to women’s football.

“Axa is a strong supporter of women’s sport, as part of our drive for gender equality on all fronts – business, health, education, sports and society at large,” Patrick Cohen, chief executive of Axa European markets and health, said.

“I am incredibly proud of this sponsorship, especially as all European Axa entities pulled together to make it happen.

“We are thrilled to be partnering with UEFA and very much looking forward to this major international event that will bring together football fans from all over Europe.”