UEFA appoints BEYOND Hospitality for EURO 2028 official hospitality programme

UEFA has appointed BEYOND Hospitality as the Official Hospitality Provider for UEFA EURO 2028, awarding the company responsibility for both sales and delivery of the tournament’s premium hospitality programme.BEYOND will design, market and sell ticket-inclusive hospitality packages globally, and deliver the experiences across all nine venues in the United Kingdom and Ireland.Martin Kallen, CEO of UEFA Events S.A., said: “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.”Jaime Byrom, executive chairman of BEYOND Hospitality, said: “It’s an honour to be entrusted by UEFA with the Official Hospitality programme for EURO 2028 in our home region.“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.”The programme will include access to all skyboxes and selected elite lounges, with premium seats, catering and upgraded viewing positions across the host venues.Hospitality products will be available to buy online and through BEYOND’s sales network, with a pre-sale window for existing box holders at venues beginning in April 2026.General sales are scheduled to open on a first-come, first-served basis from September 1, 2026.UEFA EURO 2028 will be played across nine venues, with the tournament set to kick off on June 9, 2028 at the National Stadium of Wales in Cardiff.The final is scheduled for July 9, 2028 at Wembley Stadium in London.