Booking.com expands UEFA deal across Euro 2028 and Women’s Euro 2029
Booking.com has renewed and expanded its UEFA national team partnership, extending its accommodation and attractions rights across a wider portfolio of competitions including Euro 2028 and Women’s Euro 2029 while integrating more deeply into UEFA’s ticketing and fan journey.
Booking.com has renewed and expanded its partnership with UEFA, extending its position as official accommodation and attractions partner across a broader range of national team competitions.The agreement will cover the 2027 UEFA Nations League Finals, 2027-28 European Qualifiers, 2027 UEFA European Under-21 Championship, Euro 2028 and Women’s Euro 2029. Financial terms were not disclosed.UEFA executive director of marketing Guy-Laurent Epstein said: “We are delighted to renew our partnership with Booking.com, a long-standing partner of UEFA and a global leader in the travel industry.“Building on the success of our collaboration at UEFA EURO 2024 and UEFA Women's EURO 2025, this partnership now expands across a broader range of UEFA national team competitions, reflecting the strength of our relationship and creating more opportunities to connect with football audiences.”The renewal extends a relationship that has already covered Euro 2020 and 2024, as well as Women’s Euro 2022 and 2025.A key change under the new agreement is deeper integration into UEFA’s ticketing journey. Booking.com will gain visibility during ticket purchasing for the Nations League Finals, Euro and Women’s Euro, helping direct supporters towards accommodation and attractions as they plan tournament travel.The company will also contribute to UEFA Event Guides and activate through two digital content and fan-engagement programmes, alongside traditional sponsorship inventory including LED and on-site branding.That integration gives Booking.com access to supporters at a commercially valuable point in the travel cycle, when accommodation and destination spending decisions are being made.Booking.com chief marketing officer Paul Hennessy said: “Through our renewed partnership with UEFA, we’re helping fans turn the excitement of an international tournament into memorable travel experiences.“From finding a place to stay and discovering local attractions to planning the wider journey, we want to make it easier for everyone to follow their team and experience more of the destinations hosting these tournaments.”The expanded package also gives UEFA another long-term partner across both men’s and women’s properties, strengthening sponsorship continuity around major tournaments while broadening the commercial inventory available across its national team portfolio.Euro 2028 will be staged across eight host cities and nine stadiums in England, Wales, Scotland and Ireland from June 9 to July 9, while Women’s Euro 2029 will be played across eight venues in Germany.