For the first time, partners from across the full spectrum of UEFA competitions — including the Champions League, European Championships and Women’s Nations League — convened under one roof not to discuss broadcast rights or brand assets, but to explore a shared sustainability ambition.

A Unified Front for Change

Opening the dialogue, Guy-Laurent Epstein, UEFA’s Executive Director of Marketing and UC3 co-Managing Director, made clear that this was not business as usual.

For Epstein, the significance lay in how partners were being asked to engage. This was not about passive association, but active collaboration, and, crucially, shared investment.

He encouraged partners to “challenge UEFA, help shape solutions and invest alongside us”, signalling a shift away from transactional sponsorship towards partnerships capable of unlocking long-term value.

Football, Epstein argued, remains Europe’s most powerful communication platform. When that reach is paired with the expertise and credibility of global brands, it becomes a unique accelerator for positive change at scale.

From Commitments to Performance

That emphasis on delivery — not declarations — became a defining theme of the two-day dialogue. Michele Uva, UEFA’s Executive Director of Social and Environmental Sustainability, was blunt in his assessment of where European football now stands.

“The European football ecosystem is mature enough to move beyond commitments and campaigns,” Uva said. “Just talking about sustainability is no longer enough. We need to switch towards impact and performance.”

For Uva, sustainability is no longer a peripheral agenda item but a value driver for the game itself. Football’s role as one of Europe’s most influential social infrastructures brings both opportunity and responsibility, and that responsibility now demands measurable outcomes.

Why Sponsorship Now Means Something More

The commercial implications of that shift were reinforced by Maher Nasser, Director of the United Nations Outreach Division, who highlighted the growing expectations of fans — particularly younger audiences.

“Sponsorship shapes what fans see on a regular basis,” Nasser noted. “We know from surveys and market research that young people in particular want to buy from companies that respect diversity and sustainability and care about climate change.”

In that context, sponsorship is no longer just a funding mechanism. It is a visible signal of values, and a platform through which brands are judged on whether they are part of the solution or part of the problem.

“Sponsorship can be used to demonstrate how you are doing this,” Nasser added, underlining why credibility and action now matter as much as exposure.

Collaboration in Action

Beyond the strategic discussions, the dialogue showcased how partners are already translating ambition into action.

Marijn Luchtman, Global Head of Sponsorships at Just Eat Takeaway (JET), explained how the company is using its UEFA partnership to help accelerate the growth of women’s football. Under the Feed the Game banner, JET is sponsoring girls’ teams across multiple territories, enabling more young players to take part while embedding the brand within local communities.

The initiative reflects a broader shift towards purpose-led partnerships that deliver tangible social outcomes alongside commercial value.

A similarly integrated approach was outlined by Lidl. Dr Jennifer Cords, Senior Vice-President of Corporate Affairs, highlighted how the retailer is using football’s reach to promote healthier lifestyles by making nutritional education more accessible and affordable. By linking grassroots initiatives with the performance needs of elite players, Lidl is demonstrating how sustainability can sit at the intersection of sport, retail and public health.

Shared Momentum for the Future

Across panels, case studies and roundtable discussions, representatives from adidas, Carlsberg, Coca-Cola, Mastercard and the Schwarz Group joined counterparts from Juventus FC, the Royal Dutch Football Association (KNVB) and Bocconi University to share insights and challenge assumptions.

A consistent sentiment emerged from partners: UEFA’s willingness to open the conversation, share responsibility and commit to continued collaboration was both welcome and overdue.

While the Sustainability Partner Dialogue marked the first time partners from across all UEFA competitions convened under one roof, it is intended as the beginning of a longer journey, supported by follow-up initiatives, ongoing knowledge exchange and joint action.

As sport faces increasing scrutiny over its environmental footprint and social influence, UEFA’s approach offers a clear signal of intent. By treating sustainability as a shared strategic priority rather than a siloed function, European football is positioning itself not just as a global game, but as a powerful piece of social infrastructure capable of driving meaningful, measurable progress.