The LEGO Group has announced that it will be sponsoring the UEFA Women’s EURO 2022 as part of its Ready for Girls campaign.
Originally scheduled to take place in summer 2021, the 13th UEFA Women’s Championship – which is being hosted by England, with the final due to be staged at Wembley Stadium – was pushed back to 2022 as a consequence of delays to the 2020 Summer Olympics and UEFA Euro 2020.
Alongside Starling Bank and Pandora, the LEGO Group is one of three new national partners of the tournament. The sponsorship is part of the company’s new commitment to champion girls and remove ‘gender bias’ and ‘harmful stereotypes’ from its products and packaging.
“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,” said UEFA’s Director of Marketing Guy-Laurent Epstein.
“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 know that different types of play are still heavily judged as being gender specific, which is why we are committed to championing inclusive play and ensuring that children’s creative ambitions – both now in the future – are not limited by gender stereotypes,” added Isabel Graham, Head of Marketing for the LEGO Group UK and Ireland.
“It’s fantastic to see the UEFA Women’s EURO 2022 tournament getting more and more prominence, and we’re proud to help support this by being a National sponsor for 2022.”
With a potential fourth Collectible Minifigures series rumoured to be on the way in 2022, it’s not inconceivable to imagine that this partnership could result in a new range of football-focused blind-bagged minifigures, following 2012’s 8909 Team GB and 2016’s 71014 DFB – The Mannschaft.
The LEGO Group’s has partnered with English players including Steph Houghton and Lucy Bronze for this campaign, so a Collectible Minifigures series based on the England national women’s team feels like the most probable prospect at this stage.
The UEFA Women’s EURO 2022 tournament will take place from July 6 to 31, 2022 in 10 venues across England, including Old Trafford, Bramall Lane and St. Mary’s Stadium.