Lego on board for Women’s Euro 2022

  • Toy brand backing tournament on 'Ready for Girls' initiative
  • Deal expands Lego's sports partnerships, which include Manchester United and The Hundred

Uefa and English soccer's governing body, the Football Association (FA), have confirmed that Danish toy brand Lego will be a national sponsor for the Women's Euro 2022 tournament.  The European soccer body's flagship international women's tournament is set to be hosted in England next year, and Lego has signed up to back Uefa's 'Ready for Girls' female empowerment campaign. The brand has been more active in the sports sponsorship space in recent years.

Lego signed a global deal with English soccer giants Manchester United in 2019, and more recently partnered with the UK-based new format cricket tournament, The Hundred, for its inaugural 2021 season. Uefa has also confirmed tournament partnerships with jewellery company Pandora and Starling Bank. "We are delighted to have the Lego Group, Pandora and Starling Bank join us as the first national partners of Uefa Women's Euro 2022," said Guy-Laurent Epstein, the director of marketing at Uefa.

"The addition of these three major brands is further proof of the scale of this event and our ambition to make it the biggest women's European sport event ever.

"It is important for us to have partners on board who share the same values, working together collectively to deliver what is set to be a record breaking tournament that further grows the women's game."