Amazon has launched a new brand-campaign supporting its first pan-European sponsorship of UEFA Women’s Football.

The new advert, which features real football players, will feature on primetime spots including the Six Nations, England vs France on ITV on 16 March.

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The campaign will also run across broadcast TV, VOD, cinema, online video and social channels, DOOH and on Amazon.

It will also be supported by a 60-second spot during the FA quarter final on 16 March 2024, the ecommerce giant revealed.

The campaign was created by BAFTA-nominated director Molly Manning Walker and features the soundtrack “Sweet Old Fashioned Girl” by Teresa Brewer, juxtaposing sharp football footage to the the 1950s song.

Amazon EU Head of Brand, Laura Downey, said: “We’re extremely proud to be an Official partner of UEFA Women’s Football, and we are committed to using our scale to drive even more momentum for the women’s game. However, we recognise that it is players who make the game what it is, and we want to celebrate that.

“With the launch of our pan-European brand campaign and our all-new Women’s Football Store we’re dedicated to helping continue to support our customers to access whatever they might need, knowing that they’re shopping a quality selection and it’ll arrive fast, in time for their next match.”

The ad comes as the company recently announced the launch of its new Women’s Football Store, featuring products for the sport including training vests, cold tape and shin guards.

Adam&eveDDB CCO, Rick Brim, added: “This is our first campaign working with Amazon and we couldn’t be happier with the result–a campaign which shows women’s football in all its confident grit and glory, supported by an incredible range of Amazon products from shin pads to ice baths.”

“It was a pleasure and a privilege working with the entire team, and we look forward to seeing the sponsorship evolve.”