BT Group, the heavyweight UK telecoms firm, has signed up as a partner of soccer's 2028 UEFA European Championships, which will be predominantly held in that market.
Through a deal unveiled today, London-based BT becomes the telecommunications partner of that 24-team men's national team competition, which will be held across nine stadia in the UK and the Republic of Ireland between June 9 and July 9, 2028.
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It will activate this tie-up through its BT, EE, and Plusnet brands. EE already sponsors the iconic Wembley Stadium in London, which will host the event's semi-finals and final.
This new agreement entails BT Group (which co-owns the TNT Sports pay-TV channel in the UK and Ireland) providing connectivity services at all Euro 2028 venues and team base camps, and at the event's International Broadcast Centre.
It will be responsible for "delivering the critical infrastructure required to support operations, broadcast activity, and fan experiences throughout the competition."
In addition, BT will also present the national team flag carrier programme run by UEFA during the tournament.
This will add to its other commercial rights secured through the deal – covering brand visibility in the UK and Ireland, as well as engagement and activation opportunities.
Allison Kirkby, BT Group's chief executive, has commented: "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 ultimate stated ambition is to make Euro 2028 "the most connected tournament yet."
Guy Laurent-Epstein, director of marketing at UEFA, 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 in stadia and for viewers worldwide, delivering seamless connectivity and memorable moments throughout the summer of 2028.”
In terms of commercial activity around Euro 2028, late March saw the news that the existing partnership between UEFA and Beyond Hospitality has been extended and will now cover that tournament.
That firm has taken on the rights to design, sell, and deliver hospitality experiences across all nine venues in the UK and Ireland.
The list of official tournament sponsors features brands such as Adidas, Atos, Carlsberg, Coca-Cola (through a November deal), Lidl, and Visit Qatar.
EE, meanwhile, in addition to its Wembley deal, also sponsors the national teams of England, Wales, Scotland, and Northern Ireland, with the overall agreement running until 2028.
