UEFA Women’s EURO just announced that Starling Bank is the official national banking partner of the tournament.
The event is taking place across England in July 2022. Among other sponsors will be The Lego Group and Pandora.
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Lego is going to use the occasion to reinforce its commitment to champion girls who break dated gender norms, while Pandora and Starling Bank want to confirm their 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.”
“We are honored to be able to share the excitement of the Women’s EURO with our customers,” stated Rachel Kerrone, Head of Brand at Starling Bank.
“At Starling, we’ve long been a passionate supporter and driver of gender equality, with our #MakeMoneyEqual campaign. We’re determined to help inspire the same enthusiasm for the women’s game as we saw for the men’s in 2021.”
Starling CEO Anne Boden has also championed equality in terms of depiction of women with money. “We began our Make Money Equal campaign three years ago, looking at the discrepancy in the language used when women and men are spoken to about money in the media,” said Anne.
“Today, we’re looking at the imagery that is used on thousands of websites and in printed media which has revealed some very stark inequalities in how women are represented with money compared to men.”