Sports marketing agency Sportfive has won a contract to become the exclusive hospitality sales agent across several European markets for soccer’s 2028 UEFA European Championships (Euro 2028) national teams tournament.
The agreement was struck with UK-based Beyond Hospitality, Euro 2028’s official hospitality provider, and sees Sportfive become the exclusive sales agent in Austria, Belgium, France, Germany, Hungary, and the Netherlands, as well as an authorized sales agent for Spain.
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Under the deal, Sportfive will act as the dedicated local market expert and direct sales contact, helping corporate and individual customers access official hospitality packages, including Supporters Club and Club experiences and Prestige and Platinum lounges, the top-tier Beyond Platinum package at selected stadiums, and Skybox products.
UEFA 2028 hospitality options become available on a first-come, first-served basis from this month, with a pre-sale period for existing boxholders having launched in April.
Jaime Byrom, executive chairman at Beyond Hospitality Group, said: “We are delighted that Sportfive is part of our growing sales network.
“Their proven expertise, strong customer relationships, and deep understanding of applicable markets make them an ideal partner to promote the official hospitality program for UEFA Euro 2028.
“As demand for the event builds, SPORTFIVE will play an important role in helping customers access exceptional hospitality experiences that bring them closer to the action.”
The new agreement comes six months after UEFA, European soccer's governing body, expanded its overall relationship with Beyond Hospitality to cover Euro 2028, with the company taking on rights to design, sell, and deliver hospitality experiences across all nine venues in the UK and Ireland that will host games.
UEFA 2028 hospitality options have been available on a first-come, first-served basis from this month, with a pre-sale period for existing boxholders launching in April.
The official program is offering “access to all skyboxes and selected elite lounges, featuring premium seats, gourmet catering and outstanding viewing positions across top-class venues."
Beyond Hospitality also holds the contract to sell packages for the final of UEFA’s top-tier Champions League club competition under a three-year deal.
In April, Beyond Hospitality replaced Sportfive as the premium hospitality packages partner of the German soccer association, the DFB, in a three-year deal.
The 24-team tournament is set to take place across nine venues in the UK and Ireland between June 9 and July 9.
The opening game of the tournament will take place in Cardiff, Wales, at the 73,931-capacity Principality Stadium, and will feature the Welsh national team if they qualify.
In Ireland’s case, this is the 51,711-capacity Aviva Stadium, which will host five group-stage games, a round-of-16 game, and a quarter-final in all.
Meanwhile, Scotland’s 51,886-capacity Hampden Park will host four group-stage games, a round-of-16 game, and a quarter-final.
The remaining six tournament host venues are all situated in England, chief among these being national stadium Wembley.
London’s Tottenham Hotspur Stadium, Manchester’s Etihad Stadium, Liverpool’s Hill Dickinson Stadium, and Newcastle’s St James’ Park will each host four group stage games, while Birmingham’s Villa Park will host three, and each will also stage one round-of-16 game.
Throughout the tournament, in order to comply with UEFA sponsorship and advertising rules, many of the venues will be renamed, with Etihad Stadium becoming Manchester City Stadium, Hill Dickinson Stadium becoming Everton Stadium, Millennium Stadium becoming National Stadium of Wales, and the Aviva Stadium becoming Dublin Arena.
Belfast, Northern Ireland, which was unsuccessful in its plans to serve as a joint host for Euro 2028 due to funding issues surrounding the Casement Park project, will instead host the draw for the tournament on December 6, 2026.
