BT Group ‘connected’ fan experience UEFA EURO 2028™

Article posted by Coliseum, May 26^th, 2026

Image: British Telecom

The leading provider of fixed and mobile telecommunications – the BT Group (UK) – announced recently its appointment as the Official Telecommunications Partner of Union of European Football Associations (UEFA) EURO 2028™.

It will provide unforgettable connected experiences for the fans during the UEFA showcase event.

‘BT’ stated that the telecommunications giant also announced the launch of ‘Behind Brilliant Things’, its biggest brand campaign this decade. Together with a suite of new BT products and services the announcement reinforces BT’s role in connecting, protecting and supercharging the United Kingdom.

The UEFA partnership and brand launch highlight the vital, but often unseen, role BT plays for the United Kingdom. The BT connects more homes and businesses than anyone else, protects the UK from millions of cyber threats every day and is investing billions in the United Kingdom’s digital backbone to supercharge the country’s growth.

London (UK)-based the BT Group is the United Kingdom’s leading provider of fixed and mobile telecommunications and related secure digital products, solutions and services. The BT Group consists of four customer-facing units: Consumer serves individuals and families in the UK, Business covers companies and public services in the UK, International serves multinational organizations headquartered outside the United Kingdom and the overseas public sector customers, Openreach is an independently governed, wholly-owned subsidiary wholesaling fixed access infrastructure services to its customers – over 700 communications providers across the UK.

Nyon (Switzerland)-based the Union of European Football Associations (UEFA) is the governing body of football in Europe uniting 55 national associations and overseeing the promotion, regulation and development of the sport across the continent.

The 2028 UEFA European Football Championship, commonly referred to as the UEFA EURO 2028 or simply EURO 2028, will be the 18^th UEFA European Championship, the quadrennial international football championship for the European teams. It will be co-hosted by England, Scotland, Wales, and the Republic of Ireland and will take place from June 9^th-July 9^th, 2028.

Power Game

‘BT’ further stated that BT’s world-class network will power every part of this international football tournament: From connectivity at nine stadiums and 24 team base camps to the complex broadcast operations that will connect a global audience of over two billion fans worldwide.

Connected Experiences

Unforgettable connected experiences for the fans and the customers will surround the tournament, from public screenings and eSIM services to enhanced network performance in the host cities – allowing the fans to enjoy every second of the action.

Averred Allison Kirkby, Chief Executive, BT Group, “The 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 the fans, the customers and the country. For 180 years the 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 United Kingdom can experience and benefit from being connected by BT.”

Enhancing Fan Experience

Exulted Guy-Laurent Epstein, Executive Director of Marketing, UEFA, “The UEFA is delighted to welcome BT as the Official Telecommunications Partner of UEFA EURO 2028™ bringing on board a true industry leader in the United Kingdom. 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 the stadia and for the viewers worldwide delivering seamless connectivity and memorable moments throughout the summer of 2028.”

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