The countdown to UEFA EURO 2028 has gained a major commercial milestone, as BT Group has officially been unveiled as the tournament’s first national sponsor and Official Telecommunications Partner.
The agreement, announced at Wembley Stadium, positions the British telecom giant at the heart of one of the world’s biggest sporting events, which will take place across the United Kingdom and Ireland from June 9 to July 9, 2028.
Under the partnership, BT will provide critical connectivity infrastructure across all tournament stadiums, team training bases, and the International Broadcast Centre — the operational hub responsible for distributing live television feeds worldwide. The company will support connectivity services for fans, broadcasters, media organizations, and tournament stakeholders, with the ambition of delivering the most technologically connected UEFA European Championship in history.
The agreement also includes extensive commercial activation rights throughout the UK and Ireland. BT’s brands — BT, EE, and Plusnet — will receive visibility across UEFA digital platforms, fan engagement campaigns, and tournament-related activations. In addition, BT will sponsor UEFA’s national team flag bearer programme during the competition.
Guy-Laurent Epstein, UEFA’s Marketing Director, welcomed the partnership by emphasizing the alignment between UEFA’s innovation ambitions and BT’s advanced telecommunications infrastructure.
“The combination of BT’s world-class networks and UEFA’s innovative ambitions reflects a shared commitment to improving the fan experience both inside stadiums and for viewers around the globe,” Epstein stated.
For BT, the partnership arrives during a broader phase of strategic transformation. Over the last five years, the company has heavily invested in upgrading Britain’s digital and fiber infrastructure, and UEFA EURO 2028 is expected to serve as a global showcase for its technological capabilities.
EE and Plusnet will also play central roles in the activation strategy, helping BT strengthen consumer engagement in an increasingly competitive telecommunications market.
According to BT Chief Executive Allison Kirkby, the tournament represents “an event of national significance” capable of connecting the UK with a worldwide football audience through the strength of the company’s network infrastructure.
UEFA EURO 2028 will be hosted across England, Scotland, Wales, Northern Ireland, and the Republic of Ireland, with the tournament expected to drive significant investment in sports venues, broadcasting systems, and communications infrastructure throughout the region.
For BT, the sponsorship offers more than brand visibility — it provides a global platform to reinforce its position as a leading connectivity provider during a tournament expected to attract billions of viewers worldwide.