BT becomes UEFA EURO 2028 telecommunications partner

BT has been unveiled as the official telecommunications partner of UEFA EURO 2028, marking the first national sponsor announcement for the tournament across the United Kingdom and Ireland.The deal positions BT as the core connectivity provider for a competition that will rely heavily on in-stadia networks, broadcast workflows and always-on fan services.BT will deliver connectivity services at UEFA EURO 2028 stadiums, team base camps and the International Broadcast Centre, providing infrastructure to support tournament operations, media activity and matchday fan experiences.The agreement covers both fixed and mobile network capabilities, with BT targeting what it described as an ambition to make UEFA EURO 2028 the most connected edition yet.UEFA marketing executive director Guy-Laurent Epstein said the partnership links BT’s network capabilities with the governing body’s technology and innovation objectives for 2028.“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.”BT will activate the partnership through BT, EE and Plusnet, widening the commercial reach of the deal across consumer and broadband brands.The rights package includes brand visibility across UEFA EURO 2028 platforms in the UK and Ireland, plus activation opportunities and fan engagement initiatives linked to match venues and official programmes.BT will also present UEFA’s national team flag carrier programme, giving the company an on-pitch association that typically delivers high-frequency broadcast exposure across the month-long tournament.BT Group chief executive Allison Kirkby positioned the agreement as a showcase for the company’s national infrastructure investment and the next phase of its product and brand strategy.Kirby said: "For 180 years, BT has played a critical role in Britain – trusted to connect people, businesses and communities. Over the past five years we have upgraded the UK's digital infrastructure, so our customers, and the country, can do even more when they’re connected to BT. "This new chapter, and the new products we are bringing to market, aim to recognise and realise the many brilliant things that BT makes possible, as we connect, protect and supercharge the UK.“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.”UEFA EURO 2028 will run from June 9 to July 9 2028, with connectivity and digital delivery expected to be central to broadcast production, in-venue services and supporter engagement across multiple host cities.