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Lego, Pandora & Starling to sponsor women’s Euro 2022 championship in England


By John Glenday | Reporter

October 26, 2021 | 3 min read

Uefa and the Football Association have confirmed a new starting line-up of commercial partners ahead of the women’s Euro 2022 championship. The Lego Group, Pandora and Starling Bank will all put their names to the tournament as national partners, ahead of what is expected to become the biggest women’s sporting event ever held in Europe.

Lego Football

Lego will use the occasion to reinforce its commitment to champion girls who break dated gender norms

Lego will use the occasion to reinforce its commitment to champion girls who break dated gender norms, while Pandora and Starling Bank showcase their own commitment to empowerment and equality.

Guy-Laurent Epstein, director of marketing at Uefa, commented: “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.”

Hosted by England, a final draw for who will compete against who will be broadcast live on BBC One on October 28 at 4.30pm, with a public ballot for tickets taking place later that evening.

This isn’t the first time Lego has partnered with the beautiful game, having previously teamed up with Manchester United and Uefa Euro 2016 to produce a range of branded products.

Marketing communications for the tournament, sponsored by Heineken, are being provided by M&C Saatchi Sport & Entertainment with creative agency Matta.

Marketing Brand Purpose Sports Marketing

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