BT Signs Deal with UEFA for EURO 2028

BT Group has become the official telecoms partner for the UEFA European Football Championship. The competition will be held across the UK and Ireland in 2028.

CEO Allison Kirkby said that BT would power the entire tournament, pointing to its ability to bring the whole nation together through a network powerful enough to deliver not only high-quality broadcasts but also the connectivity and security required for such an event. Coming to the technology, BT said its network will provide connectivity at nine stadiums during the tournament, in addition to 24 team base camps.

It will also offer complex broadcast operations to connect a global audience of 2 billion worldwide and power connected experiences away from the stadiums, such as at public screenings. There are also plans to run eSIM services and network slicing capabilities to provide enhanced services in host cities.

BT used the event at Wembley to showcase what it said is a bold new brand campaign. Called Behind Brilliant Things, BT said adverts on TV, online, and outdoors will feature BT employees and show how homes, businesses, and vital public services stay connected across the country.