BT Group has been confirmed as an official telecommunications partner for UEFA Euro 2028, strengthening the UK telecoms giant’s role in one of Europe’s biggest football tournaments.
The agreement will see the London-based company support the 24-team men’s championship, which is scheduled to take place across nine stadiums in the United Kingdom and the Republic of Ireland from 9 June to 9 July 2028.
BT Group will activate the partnership through its BT, EE and Plusnet brands. EE is already linked to Wembley Stadium in London, which is set to host the tournament’s semi-finals and final.
Under the agreement, BT Group, which co-owns TNT Sports in the UK and Ireland, will provide connectivity services across all Euro 2028 venues, team base camps and the tournament’s International Broadcast Centre.
The company said it would be responsible for “delivering the critical infrastructure required to support operations, broadcast activity, and fan experiences throughout the competition.”
BT will also present UEFA’s national team flag carrier programme during the tournament, alongside receiving commercial rights covering brand visibility and fan engagement opportunities across the UK and Ireland.
Allison Kirkby, chief executive of BT Group, said: “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 company said its ambition is to help make Euro 2028 “the most connected tournament yet”.
Guy Laurent-Epstein, UEFA’s director of marketing, 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.”
The announcement comes amid increased commercial activity around Euro 2028. In March, UEFA extended its partnership with Beyond Hospitality, which will oversee hospitality experiences across all nine tournament venues in the UK and Ireland.
The tournament’s growing list of sponsors also includes major global brands such as Adidas, Atos, Carlsberg, Coca-Cola, Lidl and Visit Qatar.
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