Booking.com has extended and expanded its partnership with UEFA, remaining the governing body’s official accommodation and attractions partner across its national team competitions through 2029.
The renewed agreement covers a broad portfolio of competitions, including the 2027 UEFA Nations League Finals, 2027-28 European Qualifiers, UEFA Under-21 Championship, Euro 2028 and Women’s Euro 2029.
Financial terms of the extension have not been disclosed.
Booking.com expands its role across the fan journey
The new agreement goes beyond traditional sponsorship visibility, with Booking.com set to become part of the fan ticketing journey for the Nations League Finals as well as the men’s and women’s European Championships.
The integration will include visibility during the ticket-purchase process and contributions to the official Event Guide, giving the travel platform access to fans at a point when they are actively planning their attendance.
Booking.com will also activate the partnership through two digital content and fan-engagement programmes, alongside rights including on-site branding and LED visibility.
The approach gives Booking.com multiple touchpoints across the tournament experience, from ticket purchase and trip planning to the event itself.
Partnership now runs across UEFA’s national team calendar
The extension builds on Booking.com’s existing relationship with UEFA, which has included sponsorship of the men’s Euro 2020 and Euro 2024 and the Women’s Euro 2022 and 2025.
Its previous UEFA extension was signed in 2023.
“ 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,” said Guy-Laurent Epstein, UEFA executive director of marketing.
Euro 2028 will be staged across England, Wales, Scotland and Ireland, with eight host cities and nine stadiums from June 9 to July 9, 2028. The Women’s Euro 2029 will take place across eight venues in Germany.
For Booking.com, the extended deal provides a long-term platform to connect its travel proposition with major international football tournaments while moving its sponsorship presence closer to the point where fans make travel and ticketing decisions.