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The British telecommunications company, BT Group, has been unveiled as the official telecommunications partner of UEFA EURO 2028, strengthening the tournament’s commercial portfolio while positioning the company at the centre of one of Europe’s biggest sporting events.
The agreement sees BT deliver critical connectivity and telecommunications infrastructure across the tournament, which will be staged throughout the United Kingdom and Ireland in 2028. The company will support network operations across nine host stadiums and 24 team base camps, while also enhancing broadcast capabilities and fan connectivity throughout the competition.
BT will additionally provide connectivity solutions for media operations, live broadcasts, public fan zones and mobile experiences for supporters attending matches during the tournament.
Allison Kirkby, Chief Executive, BT Group, said,“UEFA EURO 2028 is a perfect example of a brilliant moment that BT sits behind. 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 unforgettable experiences for fans, customers and the country.
“For 180 years, BT has played a critical role – trusted to connect people, businesses and communities. Having invested heavily in our networks in recent years, this is now the moment to invest even further in our brands, products and services, so that more of our customers and more of the country can experience and benefit from being connected by BT.”
Guy-Laurent Epstein, Executive Director of Marketing, UEFA, added, “UEFA is delighted to welcome BT as the Official Telecommunications Partner of UEFA EURO 2028
, bringing on board a true industry leader in the UK. 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 coincided with the launch of BT’s new “Behind Brilliant Things” campaign, described as the company’s biggest brand initiative in more than a decade. The campaign is designed to reposition the BT brand by highlighting its role in powering the UK’s digital infrastructure, communication networks and cybersecurity services.
BT Group joins a growing roster of commercial partners for UEFA EURO 2028, including Coca-Cola, as preparations continue for one of the continent’s largest sporting events.
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