February 8 – UK telecoms giant BT Group has been unveiled as the official telecommunications partner of UEFA Euro 2028.
The 24-team tournament will run from June 9 to July 9, 2028, with matches spread across nine stadia in the UK and the Republic of Ireland. BT will activate the partnership through its BT, EE, and Plusnet brands. EE already serves as the long-standing sponsor of Wembley Stadium, which will host both the semi-finals and the final.
Under the agreement, BT Group, which also co-owns pay-TV broadcaster TNT Sports in the UK and Ireland, will provide connectivity services at every Euro 2028 venue, team base camps, and the tournament’s International Broadcast Centre. The company will be responsible for “delivering the critical infrastructure required to support operations, broadcast activity, and fan experiences throughout the competition.”
BT will also present UEFA’s national team flag carrier programme during the tournament, alongside a wider package of brand visibility, engagement, and activation rights across the UK and Ireland.
BT Group chief executive Allison Kirkby said: “UEFA Euro 2028 is a perfect example of what BT enables. It will be an event of national significance that will connect the UK and a global community of fans, leveraging the unique strength of BT’s networks and technologies to deliver brilliant experiences for fans, customers, and the country.”
The stated ambition is to make Euro 2028 “the most connected tournament yet.”
Guy Laurent-Epstein, UEFA’s director of marketing, added: “By combining BT’s world-class network and technical expertise with UEFA’s ambition for innovation, we share a clear commitment to enhancing the fan experience instadia and for viewers worldwide, delivering seamless connectivity and memorable moments throughout the summer of 2028.”
The announcement follows UEFA’s extended partnership with Beyond Hospitality, confirmed in late March, which secured rights to design, sell, and deliver hospitality experiences across all nine Euro 2028 venues.
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