European soccer's governing body UEFA has expanded its overall relationship with Beyond Hospitality to cover the men's 2028 European Championships national team tournament.
The first partnership between UEFA and the Manchester-based Beyond Hospitality came in time for Beyond Hospitality to sell packages for the final of the Champions League last season, as part of a three-season deal for that premier fixture.
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Now, the firm has taken on rights to design, sell, and deliver hospitality experiences across all nine venues in the UK and Ireland (the Euro 2028 host nations) that will host games.
The 24-team tournament will take place between June 9 and July 9, 2028.
Martin Kallen, chief executive of UEFA Events, has commented: "Partnering with Beyond Hospitality is an important step towards delivering the most impressive official hospitality programme yet for UEFA Euro 2028. Their creativity and commitment will offer unforgettable experiences for guests at every venue across the UK and Ireland.”
Jaime Byrom, Beyond Hospitality's executive chair, added: "It’s an honour to be entrusted by UEFA … 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.”
UEFA 2028 hospitality options will be on sale on a first-come, first-served basis from September 1 this year, with a pre-sale period for existing box-holders beginning next month.
The official program will "offer access to all skyboxes and selected elite lounges, featuring premium seats, gourmet catering and outstanding viewing positions across top-class venues."
In terms of recent Beyond Hospitality activity, last month the company was appointed by the German soccer association (DFB) as its premium hospitality packages partner.
Through a three-year deal, Beyond Hospitality snapped up rights previously held by the Sportfive agency.
Byrom previously ran Match Hospitality, which had a deal with soccer's governing body FIFA as its most lucrative and significant contract, before founding Beyond Hospitality in December 2023.
