Esprit has become the third official partner for the women's side of the Union of European Football Associations (Uefa). Last year, Uefa boldly broke down the traditional sports sponsorship model by unbundling the sponsorship rights from the men's game. The first sponsors to join were Nike and Visa, with Nike supplying the official ball for matches. As the lifestyle partner, Esprit will provide Uefa's staff and volunteers with specially designed clothing on-site at women's competitions until 2021. In launching the “We All” campaign earlier this year, and collaborating with Germany's National Committee for UN Women, Esprit has already demonstrated its commitment to raising awareness for gender equality. The company says that it has set female empowerment and the elimination of stereotypes at the heart of its brand philosophy. With the introduction of the #WePlayStrong hashtag, the partners and Uefa seek to create an international community around the notion of female empowerment and encourage women to play their own, strong game.

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