It's a sport that shows no signs of slowing in it's growth, with Houghton, Hegerberg and Marta becoming as recognised as the Sterling, Griezmann and Ronaldo's of the world. Recognising this Nike have started a new partnership with UEFA - separate from the men's game and at a significant time for the company and their profile in world sport.
Sitting alongside their Oscar's campaign of rethinking 'crazy' and with the announcement of dedicated kits for the upcoming Women's World Cup it's clear to see where Nike stand with women's football. It's growing, it has commercial value and they want to be a part of it.
“We took the step of separating the rights and partnerships from the men’s game, because at UEFA, we believe in it and with exactly the same belief and continuous commitment for the women’s game, we will aim to reach new heights together with Nike. “We are jointly committed, using the same passion to evolve women’s football and inspire more people to enjoy the sport, whether they are watching or playing.” The announcement is another significant step forward for the commercialisation of the women’s game across Europe, since UEFA took the bold step of breaking down the traditional sports sponsorship model by unbundling the sponsorship rights from the men’s game.