UEFA Euro 2028: Beyond Hospitality Lands Official Hospitality Rights

UEFA has deepened its commercial ties with Beyond Hospitality, extending their partnership to encompass the hospitality program for the 2028 European Championships, which will be jointly hosted by England, Scotland, Wales, and the Republic of Ireland. The move builds on an existing relationship that began with hospitality packages for the UEFA Champions League final.

Beyond Hospitality, a Manchester-based firm founded in December 2023 by former Match Hospitality executive Jaime Byrom, will be responsible for the design, sale, and delivery of hospitality experiences across all nine venues hosting matches during the tournament. This includes access to skyboxes and elite lounges, offering premium seating, gourmet catering, and prime viewing positions.

The 24-team tournament is scheduled to run from June 9 to July 9, 2028. UEFA anticipates offering over three million match tickets, exceeding the number available at any previous European Championship.

Martin Kallen, UEFA Events’ chief executive, emphasized the significance of the partnership, stating, “Partnering with Beyond Hospitality is an key 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 echoed this sentiment, adding, “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.”

Sales for UEFA Euro 2028 hospitality packages will commence on a first-come, first-served basis on September 1, 2026. A pre-sale period will be offered to existing box-holders beginning next month.

This expanded collaboration with Beyond Hospitality comes on the heels of the company securing a similar deal with the German Football Association (DFB) last month. Beyond Hospitality was appointed as the DFB’s premium hospitality packages partner through a three-year agreement, taking over responsibilities previously held by Sportfive.

Byrom’s experience at Match Hospitality, where he oversaw the organization’s most significant contract with FIFA, positions Beyond Hospitality as a key player in the sports hospitality market. The firm’s rapid growth since its inception reflects a growing demand for premium experiences at major sporting events.

The UEFA Euro 2028 tournament represents a significant opportunity for the UK and Ireland to showcase their footballing infrastructure and attract international visitors. The tournament is expected to generate substantial economic benefits for the host nations, and the enhanced hospitality program, managed by Beyond Hospitality, aims to elevate the experience for fans and corporate clients alike.

The selection of Beyond Hospitality underscores UEFA’s commitment to delivering a world-class event, not only on the pitch but as well in the surrounding fan experience. The firm’s focus on creativity and commitment to quality aligns with UEFA’s vision for Euro 2028, promising an unforgettable tournament for all involved.

With the match schedule already announced – the tournament kicking off at the National Stadium of Wales in Cardiff on June 9th and culminating in the final at Wembley Stadium on July 9th at 5pm BST – preparations are well underway to ensure a seamless and enjoyable experience for attendees. The focus now shifts to maximizing the potential of the hospitality program, with Beyond Hospitality poised to play a central role in delivering that ambition.