March 23 – UEFA has locked in a key commercial pillar for EURO 2028, upgrading its existing relationship with Beyond Hospitality to make it the Official Hospitality Provider for the tournament.
The deal, signed more than two years in advance of the tournament, will see the company handle both the sales and delivery of the full hospitality programme, including ticket-inclusive packages across all nine venues spanning the England, Scotland, Wales and Ireland.
Beyond worked with UEFA for the final of the Champions League last season, as part of a three-season deal for that premier fixture.
“Partnering with Beyond Hospitality is an important step towards delivering the most impressive Official Hospitality programme yet for UEFA EURO 2028,” said UEFA Events SA CEO Martin Kallen. “Their creativity and commitment will offer unforgettable experiences for guests at every venue across the UK and Ireland.”
The appointment comes off the back of the highly successful EURO 2024 in Germany that reset the benchmark for the championship’s commercial operations.
“It’s an honour to be entrusted by UEFA with the Official Hospitality programme for EURO 2028 in our home region,” said Executive Chairman Jaime Byrom. “We look forward to setting a new benchmark in guest experience across our product portfolio and to welcoming fans and corporate guests from around the world to our hospitality spaces in 2028.”
Contact the writer of this story, Harry Ewing, at moc.l1774278580labto1774278580ofdlr1774278580owedi1774278580sni@g1774278580niwe.1774278580yrrah1774278580
