Beyond Hospitality has expanded its partnership with UEFA, becoming the Official Hospitality Provider for the UEFA European Championship 2028, set to be hosted across the UK and Ireland. This builds on an existing relationship that began with hospitality packages for the Champions League final, marking a significant win for the Manchester-based company as it continues to establish itself in the premium sports hospitality market.
The expanded agreement grants Beyond Hospitality the rights to design, sell, and deliver hospitality experiences at all nine venues hosting matches during the tournament. The 24-team Euro 2028 is scheduled to run from June 9 to July 9, 2028, promising a substantial opportunity for the firm to showcase its capabilities on a large scale. This partnership underscores the growing demand for premium experiences within major sporting events.
UEFA Events chief executive Martin Kallen emphasized the importance of the 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.”
Jaime Byrom, executive chair of Beyond Hospitality, expressed his enthusiasm, adding, “It’s an honour to be entrusted by UEFA… We glance 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.”
Hospitality Packages to Launch This Year
UEFA Euro 2028 hospitality options will go on sale to the general public on a first-come, first-served basis starting September 1, 2026. A pre-sale period will be offered to existing box holders beginning next month, providing them with early access to secure their preferred packages. The official program will include access to skyboxes and selected elite lounges, featuring premium seating, gourmet catering, and prime viewing positions at top-class venues.
Beyond Hospitality’s recent momentum extends beyond the UEFA partnership. Last month, the company was appointed by the German Football Association (DFB) as its premium hospitality packages partner, securing a three-year deal. This acquisition of rights previously held by Sportfive demonstrates Beyond Hospitality’s rapid expansion within the European football landscape.
The company’s founder, Jaime Byrom, brings significant experience to the role, having previously led Match Hospitality, which held a lucrative contract with FIFA. He established Beyond Hospitality in December 2023, aiming to redefine the standards for premium hospitality experiences in global sports.
Euro 2028 Host Cities and Venues
The UEFA Euro 2028 tournament will be hosted across ten cities in five countries: England, Ireland, Northern Ireland, Scotland, and Wales. Wembley Stadium in London will host both the semi-finals and the final, while Cardiff’s National Stadium will have the honor of hosting the opening match, according to reports from BBC News. The other host cities are yet to be fully detailed, but the selection process highlights a collaborative effort to bring the tournament to a diverse range of locations.
The expansion of Beyond Hospitality’s role with UEFA signifies a growing trend in the sports industry towards enhanced fan experiences and premium hospitality offerings. As major tournaments continue to attract global audiences, companies like Beyond Hospitality are poised to play a crucial role in delivering unforgettable moments for supporters and corporate clients alike.
Looking ahead, the focus will be on the launch of the hospitality packages in September and the continued development of innovative experiences for fans attending UEFA Euro 2028. The success of this partnership will likely shape the future of hospitality programs at other major sporting events.
What are your thoughts on the growing importance of hospitality packages at major sporting events? Share your comments below and let us know what kind of experience you would expect from a premium Euro 2028 package.
