2026-05-07 13:31:47
BT has been appointed as the Official Telecommunications Partner of UEFA Euro 2028.
The partnership was announced at a special event at Wembley Stadium on Thursday (07.05.26), alongside the launch of ‘Behind Brilliant Things’, the company’s biggest brand campaign this decade.
The UEFA partnership and brand launch showcases the vital, but often unseen, role that BT plays for the UK.
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 UK’s digital backbone to supercharge the country’s growth.
The company’s world-class network will power every part of the international football tournament that will be staged in the UK and Ireland – from connectivity at nine stadiums and 24 team base camps, to the complex broadcast operations connecting a global audience of over two billions fans worldwide.
Unforgettable connected experience for fans and customers will surround the tournament, from public screenings and eSIM services to enhanced network performance in the tournament’s host cities – allowing fans to enjoy every second of the action.
Allison Kirkby, Chief Executive, BT Group said: “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 fans, customers and the country.
“For 180 years, 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 the country can experience and benefit from being connected by BT.”
Guy-Laurent Epstein, Executive Director of Marketing, UEFA said: “UEFA is delighted to welcome BT as the Official Telecommunications Partner of UEFA EURO 2028, bringing on board a true industry leader in the UK. 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 stadia and for viewers worldwide, delivering seamless connectivity and memorable moments throughout the summer of 2028.”
BT is marking this new chapter for the brand with the launch of the national campaign ‘Behind Brilliant Things’. Beginning from May 8 across TV, outdoor, press and digital, the campaign celebrates the best of the UK and shines a light on the important role BT plays in the country.
Featuring BT employees and set to the sound of the BT Speaking Clock, ‘Behind Brilliant Things’ shows how homes, businesses and vital public services stay connected and protected every day, across every corner of the country.
From running the emergency services network and helping answer 999 calls, to protecting customers from more than four million scam attempts every single day, the campaign captures the scale, responsibility and pride behind what BT people do.
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