Booking.com, the travel fare aggregator website, has extended its partnership with UEFA to become a sponsor of the men’s and women’s European Championships national team soccer tournaments.
The company will serve as a commercial partner of the men’s Euro 2024 in Germany and the women’s edition in Switzerland in 2025.
The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship and licensing rights for UEFA's men's national team competitions.
Booking.com will have a digital and on-site presence through sole and exclusive programs for all 51 Euro 2024 matches and all 31 matches for the Women’s Euro 2025.
The company previously sponsored the pan-continental men’s Euro 2020 (which took place in 2021 due to Covid-19), as well as the Women’s Euro last year in England.
Under a global partnership, Booking.com was designated as the official accommodation and attractions booking partner for UEFA national team competitions between 2018 and 2022.
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Booking.com joins adidas, Alipay, Atos, Coca-Cola, Engelbert Strauss, Hisense, Lidl, and Vivo as official global sponsors of Euro 2024 and Adidas, Amazon, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat, Lay’s, PlayStation, and Visa as official global sponsors of the Women’s Euro 2025.
UEFA has also signed up five national sponsors for Euro 2024 – Wiesenhof, Bitburger, Deutsche Telekom, Deutsche Bahn, and Ergo.
The tournament will be held across 10 cities in Germany from June 14 to July 14.
Guy-Laurent Epstein, UEFA marketing director, said: "We are thrilled to renew the partnership with Booking.com for Euro 2024 and the Women’s Euro 2025. Building on the successes of the previous tournaments, UEFA and Booking.com remain dedicated to enhancing the fan’s journey.”
Booking.com was also a partner of this year’s FIFA Women’s World Cup in Australia and New Zealand as the official online travel sponsor.