Channel 4 snaps up McDonald's to sponsor UEFA Women's Euro 2017 coverage

Clare Balding will host Channel 4's coverage of Uefa Women's Euro 2017, in which both England and Scotland are bidding for glory.

The tournament starts on 16 July when host nation the Netherlands take on Norway. Channel 4 will show all of the games featuring the two UK nations – including a head-to-head on 19 July, after they were drawn in the same group, along with Portugal and Spain.

Channel 4's commercial arm 4Sales has signed up McDonald’s as the exclusive broadcast sponsor. Idents will appear around live broadcast games and on All 4, where all 31 games will be available to watch, alongside highlights programmes.

Alistair Macrow, chief marketing officer at McDonald’s UK, said: "As an established official community partner of all four UK Football Associations, we are strong advocates of the grassroots game and are delighted to be aligning our sponsorship with the 15th anniversary of our Community Football Programme which promotes inclusive ‘football for all’.

"This is the first time football fans across the UK are being given unprecedented access to the tournament, and our partnership is a great platform to showcase our programme with the many families due to be tuning in, and we really hope it will inspire the younger generation of fans watching at home."

The broadcaster will also show the final on 6 August, plus at least one semi-final and at least one quarter-final. The final could potentially be between England and Scotland, if both sides progress to that stage.

If England, who are among the favourites, won the tournament, it would be the second football trophy for the country this summer, after the under-20s men’s side won the World Cup last month.

Scotland, meanwhile, are making their debut in the Women’s Euros.

Balding will be joined by pundits including Michael Owen, Ian Wright, and England’s record scorer Kelly Smith.

To promote the coverage, Channel 4's in-house ad agency 4Creative has created a spot starring 17-year-old Liv Cooke, the UK’s first female professional freestyle footballer. It was first shown on 29 June and will run until the early stages of the tournament.

The spot was created by Eoin McLaughlin, Molly Manners and Raine Allen-Miller and directed by Alex Boutell. It features the song Boys wanna be her by Peaches.

Balding said: "As a huge supporter of women’s sport, I believe that football can have a massive impact on the confidence, fitness and well-being of girls and young women, as well as boys and young men.

"There will much anticipation around Scotland’s debut and an England team that are serious contenders. It would be great if both teams can do well and help the growth of the game so that even more youngsters are inspired to play."

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content