UEFA is breaking down the traditional sports sponsorship model to accelerate the growth of women's football competitions and get more girls and women playing football. The latest Leaders Generation XX Series think tank, delivered in partnership with UEFA, is meeting at Stamford Bridge to discuss the prospect of "unbundling" sponsorship rights, how to measure return on investment, co-creating assets with brands and current industry examples of best practice. UEFA is unbundling its rights and appointing a sales agency specifically for women's football sponsorship, with a view to creating new offerings to support the growth and development of women's competitions and, as part of its Together #WePlayStrong campaign, to get more girls and women playing football. The sponsorship of Euro 2021, the women's Champions League as of '18 and UEFA's women's national team youth competitions have been unbundled from UEFA's men's competitions, packaged together for the first time and put out to tender together with grassroots participation initiatives such as Together #WePlayStrong (UEFA).
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