The UEFA European Championship, one of international soccer’s most anticipated events, is set to benefit from an expanded partnership with hospitality specialist Beyond Hospitality. The agreement extends Beyond Hospitality’s role to encompass the full hospitality program for the UEFA Euro 2028 tournament, which will be jointly hosted across the United Kingdom and Ireland. This builds on an existing relationship that began with the UEFA Champions League final and signals a growing confidence in Beyond Hospitality’s ability to deliver premium fan experiences.
Beyond Hospitality first partnered with UEFA for the 2023 Champions League final, securing a three-season deal to manage hospitality packages for that marquee event. Now, the Manchester-based firm will be responsible for designing, selling, and delivering hospitality experiences at all nine venues hosting matches during Euro 2028. The tournament, featuring 24 national teams, is scheduled to run from June 9 to July 9, 2028, promising a significant economic and cultural impact on the host nations.
Expanding the Fan Experience at Euro 2028
The expanded partnership reflects UEFA’s commitment to elevating the experience for fans and corporate guests attending Euro 2028. Martin Kallen, UEFA Events CEO, emphasized the importance of this collaboration, stating, “Partnering with Beyond Hospitality is an important step towards delivering the most impressive official hospitality programme yet for UEFA Euro 2028. Their creativity and commitment will offer unforgettable experiences for guests at every venue across the UK and Ireland.”
Beyond Hospitality’s role will encompass access to premium seating, exclusive skyboxes, and elite lounges at each of the tournament’s venues. The program will also feature gourmet catering and prime viewing positions, aiming to provide a high-end experience for those seeking more than just a standard match ticket. Hospitality packages will go on sale September 1, 2024, with a pre-sale period beginning next month for existing box holders, according to UEFA officials.
A Rising Force in Sports Hospitality
Beyond Hospitality, founded in December 2023 by industry veteran Jaime Byrom, has quickly established itself as a key player in the sports hospitality sector. Byrom previously led Match Hospitality, the official hospitality provider for FIFA World Cups, and brings a wealth of experience to his latest venture. He expressed his enthusiasm for the partnership, saying, “It’s an honour to be entrusted by UEFA… We look forward to setting a new benchmark in guest experience across our product portfolio and to welcoming fans and corporate guests from around the world to our hospitality spaces in 2028.”
This latest agreement with UEFA follows a recent win for Beyond Hospitality in Germany. Last month, the company was appointed as the premium hospitality packages partner for the German Football Association (DFB), securing a three-year deal that previously belonged to Sportfive. This demonstrates Beyond Hospitality’s rapid expansion and growing influence within the European soccer landscape.
The UK and Ireland Host Cities
The nine host cities selected for Euro 2028 are spread across the UK and Ireland, promising a diverse and exciting tournament. The confirmed venues include: Belfast, Birmingham, Bristol, Cardiff, Dublin, Glasgow, Liverpool, London, and Manchester. The selection of these cities aims to showcase the passion for soccer across the region and provide a memorable experience for fans traveling from around the globe.
The economic impact of hosting Euro 2028 is expected to be substantial. A report commissioned by the bid team estimated that the tournament could generate over £2.6 billion in economic benefits for the host nations, creating thousands of jobs and boosting tourism. The hospitality sector, in particular, is poised to benefit significantly from the influx of visitors.
Looking Ahead: Sales and Delivery
With hospitality packages set to launch in September, Beyond Hospitality is now focused on finalizing the details of its offerings and preparing for the sales process. The company will be leveraging its expertise in event management and customer service to ensure a seamless and enjoyable experience for all guests. The success of the hospitality program will be a key factor in the overall success of Euro 2028, and UEFA is clearly confident that Beyond Hospitality is the right partner to deliver on that front.
The partnership with Beyond Hospitality underscores the growing importance of the fan experience in modern sports. As fans increasingly demand premium offerings and personalized services, organizations like UEFA are investing in partnerships that can deliver those experiences. The Euro 2028 tournament promises to be a showcase for innovation in hospitality, and Beyond Hospitality is at the forefront of that effort.
Fans and corporate clients interested in learning more about UEFA Euro 2028 hospitality options are encouraged to visit the official UEFA website and Beyond Hospitality’s website for updates and information on package availability. The next key date is the start of the pre-sale period for existing box holders next month, followed by the general sale launch on September 1st.
What are your thoughts on the expanded hospitality options for Euro 2028? Share your comments below and let us know what you’d like to see from the official hospitality program.
Related reading
