Vodafone Group announced a multi-year partnership with UEFA on Friday, becoming an official partner of its women's football competitions and a licensee for the men's Champions League.
The move to sponsor one of the world's most popular sports comes as the British telecommunications giant undergoes a broad corporate overhaul that has included significant debt restructuring and changes to its executive team.
According to the company, the agreement includes sponsorship of the UEFA Women's Champions League and the UEFA Women's EURO 2029, among other tournaments, through 2030.
As a licensee of the men's UEFA Champions League for the next two seasons, Vodafone said it will launch a "Champions Travel eSIM" to provide international data connectivity for traveling football fans in 206 countries.
"We are excited to sponsor women's football, which is one of the fastest growing sports globally," said Ahmed Essam, CEO of European Markets at Vodafone.
"As an official licensee of the men's flagship club competition, Vodafone will help to further enhance the experience for fans, and we will launch the Champions Travel eSIM, with a range of benefits for football fans around the world."
The company said the deal is part of an increased investment in its brand.
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