December 6 – UEFA has announced that Miele Switzerland, a leading home appliance manufacturer, has joined as a national partner for the UEFA Women’s EURO 2025.
The collaboration highlights Miele’s commitment to supporting the rapidly growing popularity of women’s football and aims to showcase Switzerland’s role as a host nation through ‘shared values of quality, sustainability, and unity’.
As part of the partnership, Miele will engage fans with a range of activities, including interactive fan experiences and exclusive VIP events. The company also plans to launch digital campaigns to amplify the visibility of women’s football throughout Switzerland.
“As we gear up for UEFA Women’s EURO 2025, this partnership will provide valuable promotional support for the tournament through Miele’s extensive online and physical presence, while showcasing the brand’s commitment to innovation and sustainability,” said UEFA marketing director Guy-Laurent Epstein.
UEFA Women’s EURO 2025 will see 16 teams compete across eight Swiss cities: Basel, Bern, Geneva, Zurich, St. Gallen, Lucerne, Sion, and Thun.
The qualification campaign concluded this week with a series of play-offs, as Belgium, Finland, Norway, Poland, Portugal, Sweden, and Wales secured their places, joining Denmark, England, France, Germany, Iceland, Italy, the Netherlands, Spain, and host nation Switzerland for the 14th edition of the tournament.
The teams will be drawn into four groups of four during the final tournament draw, taking place at the SwissTech Convention Center in Lausanne on December 16.
Miele will join Swisscom as a national partner for the finals, supporting what promises to be a landmark moment for women’s football in Switzerland.
Andy Oehrli, director of marketing at Miele, added: “Supporting women’s football aligns well with our company motto, ‘Immer Besser’ (‘Forever Better’). Since its founding, Miele has focused on quality, perfection and sustainability – values that are essential in women’s football and find an ideal platform with UEFA Women’s EURO 2025. Furthermore, with our first sponsorship in women’s football, we are thrilled to actively contribute to the success of Switzerland’s third major football event following the 1954 World Cup and the 2008 European Championship.”
Contact the writer of this story, Harry Ewing, at moc.l1733504940labto1733504940ofdlr1733504940owedi1733504940sni@g1733504940niwe.1733504940yrrah1733504940