Adidas has been named as the exclusive global sponsor of UEFA Women’s Champions League coverage on DAZN, who are streaming the competition around the world on YouTube.
UEFA and adidas have also announced a new broader partnership that will see an increased commitment towards women’s football over the next four years.
DAZN’s streaming of the Women’s Champions League marks the first time that fans have been able to follow the competition for an entire season in a single place. This new level of accessibility and global exposure will be helped even more by adidas’ reach of wider audiences.
There will be adidas sponsorship advertising in all 61 live matches across the Champions League this season, as well as adidas integration into DAZN’s ‘We All Rise’ six-part city series, which will premiere at half-time during each week of the group stage.
‘We All Rise’ intends to shine a light on local history and the rise of women’s football.
“The UEFA Women’s Champions League is the pinnacle club competition and this new partnership will take it to more fans than ever before,” said Nick Craggs, general manager of adidas Football.
“At adidas, we believe that through sport we have the power to change lives. More visibility, more coverage and innovative formats are another step in the rise of women’s football and we’re excited to come together with DAZN and YouTube to drive the game forward.”
James Rushton, co-CEO of DAZN, added: “This makes adidas our biggest global brand sponsor ever to date and is a testament to the tremendous commercialization and unrivaled brand partnership opportunities that exist around women’s football, especially at this most elite level.
“We look forward to working with adidas to further elevate the competition by reaching new and more fans as well as continuing to build upon the ever-growing economical ecosystem of the women’s game.”
A new broader partnership between adidas and UEFA seeks to further an already decades-old relationship and sees the iconic brand become the official partner for UEFA Women’s Football for the 2021-2025 cycle.