UEFA renews Booking.com partnership for national team tournaments
The Union of European Football Associations (UEFA) has announced a renewal of its partnership with online travel platform Booking.com.
The Dutch company will thus remain the Official Accommodation and Attractions Partner of various national team competitions of the European football–governing body, including the UEFA Nations League Finals 2027, European Qualifiers 2027–28, UEFA European Under-21 Championship 2027, UEFA EURO 2028, and UEFA Women’s EURO 2029.
Booking.com will be integrated into the ticketing process for the UEFA Nations League Finals, UEFA EURO, and UEFA Women’s EURO, as well as enjoy visibility during the ticket-purchase process and make contributions to the Event Guide, offering travelling fans useful information pertaining to the tournaments.
UEFA and Booking.com will also work together on digital content-based sponsorship and engagement programmes, with on-site and LED visibility also part of the agreement for Booking.com.
Guy-Laurent Epstein, UEFA Executive Director of Marketing, 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. Together, we look forward to further enhance the experience of fans travelling to our tournaments.”
Paul Hennessy, Chief Marketing Officer, Booking.com, added:
“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. We look forward to supporting fans across UEFA EURO 2028 and UEFA Women’s EURO 2029.”
