14 September: Online travel booking platform Booking.com has renewed its sponsorship of UEFA national team competitions, including EURO 2028 and EURO Women’s EURO 2029.
Booking.com remains the official accommodation and attractions partner in a deal that also includes the 2027 Nations League finals, the 2027–28 European qualifiers and the 2027 European Under-21 Championship.
Guy-Laurent Epstein, UEFA’s chief marketing officer, said: “Building on the success of our partnership at UEFA EURO 2024 and UEFA Women’s EURO 2025, this partnership now extends to a wider range of UEFA national team competitions, reflecting the strength of our relationship and creating more opportunities to connect with football audiences.”
Under the new partnership, Booking.com will be integrated into the fan ticketing journey for the Nations League Finals, EURO 2028 and EURO Women’s EURO 2029. UEFA said this includes visibility during the ticketing process and contributions to the Official Event Guide.
Booking.com will also be activated through two sponsorship and engagement programs based on digital content, along with a range of association rights, including on-site and LED visibility.
Paul Hennessy, Marketing Director, Booking.com, said: “With 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 trip, we want to make it easier for everyone to follow their team and experience more of the destinations that host these tournaments.”
No value was given to the sponsorship.
EURO 2028 will be played in eight host cities and nine stadiums in England, Wales, Scotland and Ireland from 9 June to 9 July 2028. Women’s EURO 2029 will be held in eight venues in Germany.
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