The British Army will sponsor Channel 4’s coverage of the UEFA European Under-21 Championship 2025, ahead of the tournament kicking off on 11 June…
Running from June 11th through to the final on 28th of June, the British Army will sponsor at least eight live games across linear and streaming on Channel 4 and 12 Group Stage games on 4Seven, as well as social clips on Channel 4 Sports, in a deal created by the OmniGOV team at MG OMD.
Rupinder Downie, Content Solutions Leader at Channel 4:
“By broadcasting the entire UEFA U21 tournament live for the very first time, Channel 4 has shown its commitment to showcasing incredible young sporting talent, and we’re delighted the British Army will become a part of this journey. Channel 4’s free to air reach, allied to sport, is a compelling offer for brands.”
The sponsorship idents will feature British Army personnel on patrol, styled as tactical football analysis segments. These visually engaging moments will highlight the Army’s core values of teamwork, discipline, and strategic thinking, drawing a powerful parallel between the pitch and real-world operations.
The campaign aims to inspire younger audiences by showing how the same qualities that drive success in sport also shape careers in the Army. They will appear during all three of England’s Group Stage games – against Czech Republic on 12 June, Slovenia on 15 June, and Germany on 18 June – as well as the UEFA Under-21 Championship Final.
All of England’s U21’s matches are set to be shown live and exclusive on Channel 4, in addition to the Quarter Finals and the Final. Another 15 matches, encompassing the Group Stage games, and Semi Finals, will be broadcast live on 4Seven.
The Young Lions campaign will see Lee Carsley’s team strive to secure the U21 title for the fourth time in their history, following on from their successful win at the last tournament in 2023. Over on Channel 4 Sport’s YouTube channel, the British Army will also sponsor at least five clips from the games, capturing players’ best moments.
Major General Joe Fossey OBE:
“We’re proud to support Channel 4’s coverage of the UEFA Under-21 Championship as part of our ongoing commitment to championing young talent. Just like the players on the pitch, our people are driven by purpose, teamwork, and the desire to make a difference. Through this partnership, we hope to show that wherever you come from, You Belong Here – and you can go far.”
