BT Group joins EURO 2028 as partner

UK-based provider of fixed and mobile telecommunications and related secure digital products, solutions and services, BT Group has announced a new partnership with the UEFA which will see them join as the Official Telecommunications Partner of the UEFA European Football Championship 2028. The partnership was launched with the BR campaign ‘Behind Brilliant Things. BT Group will work towards enhancing customer experiences by launching a host of products and services designed for customers nationwide – including enhanced products for consumers and stronger cyber security for homes and businesses.

Throughout the course of the tournament, BT will deploy their network across the nine stadiums and 24 team base camps and also to the broadcast operations along with providing experiences for the fans through public screenings and eSIM services to enhance network performance in host cities. 

The UEFA Euro 2028 will take place across England, Ireland, Scotland and Wales between June 9 – July 9, 2026 across 8 host cities. 

Guy-Laurent Epstein, Executive Director of Marketing, UEFA, commented,

“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.”

Allison Kirkby, Chief Executive, BT Group, added,

“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 into 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.”