UEFA EURO 2028 tournament brand launched in London

UEFA EURO 2028 has been officially launched with events and activations staged across the United Kingdom and Ireland.

The UEFA EURO 2028 match schedule was announced on Wednesday – featuring 51 matches involving 24 teams across 31 days – while the tournament brand was also revealed to fans in spectacular fashion at exactly 20:28 local time on the giant Piccadilly Lights screens in the heart of London’s iconic Piccadilly Circus.

Simultaneously, all around the UK and Ireland, the new logo as well as host city logos were showcased at local events, including light projections on famous landmarks and takeovers of digital screens in city centres.

The UEFA EURO 2028 brand identity is a celebration of what makes football special: emotion, unity, and the joy of shared experience. In the summer of 2028, we will all speak football and the brand identity is an expression of the passion of fans whose voices, chants, and energy bring the game to life.

A replica of the iconic Henri Delaunay Trophy was on display in LondonUEFA via Getty Images

At the heart of the brand is the UEFA EURO 2028 logo, featuring the iconic Henri Delaunay Trophy, a dynamic design that captures the spirit of festivity and connection, brought to life through vibrant colours inspired by the host nations. This brand identity reinforces the message that football is a language that unites the world.

UEFA president Aleksander Čeferin said: "Football is the universal language. It expresses passion, skill, courage, solidarity and respect better than any other, and it constantly reminds us that our differences are exactly what make our sport so beautiful. At UEFA EURO 2028, we will all speak football – loud, clear and united.

"The host nations, where the game first took shape, are eager to welcome millions of fans into legendary stadiums, providing the right stage for a festival of emotions, vividly encapsulated in the design we presented today. The fans will be the beating heart of this tournament. In the way matches are staged – including a new, more convenient kick-off time for the final [18:00 CEST] – and in the services across host cities and stadiums, we want to maximise the fan experience, in the venues and around the world, so more people than ever can fully enjoy what promises to be one of the year’s greatest events."

Giant screens in Piccadilly Circus were lit up during the launchUEFA via Getty Images

Debbie Hewitt MBE, Chair of UK & Ireland 2028 Limited, said: "Today marks a proud milestone for football across the UK and Ireland as we celebrate the launch of UEFA EURO 2028. Working with UEFA and our football and government partners, we will deliver the best-ever EURO. It will be a tournament for the fans and a festival of everything we love about the game – its passion and ability to bring people together.

"We are building an inspiring event – a welcoming, safe and sustainable UEFA EURO that will create lasting community benefits far beyond the pitch. The countdown is truly on now to what will be an unforgettable summer of football."

UEFA EURO 2028 ambassador Michael Owen added: "I think it's very exciting, of course, when the venues get announced. We all know where the games are going to be played and the dates and the different rounds. With it being a home EUROs for us it's pretty exciting."

Former Scotland international and UEFA EURO 2028 ambassador John Collins encouraged everyone to visit his native country, saying: "We want to welcome the rest of the world. In Scotland we don't just have Hampden in Glasgow, we have a beautiful capital city an hour away in the car, and if you go two hours north you've got our beautiful glens and our lochs and our mountains.

"So hopefully it won't just be football fans, it will be families that can come in the summer months and see our beautiful country and experience our wonderful, friendly hospitality."

Finally, ex-Wales captain and UEFA EURO 2028 ambassador Ashley Williams said: "The Wales fans are special, they are the best fans that I've ever played in front of. They're just really accommodating to away teams, they support their team the most and they always get the sense of when their team needs a little boost and out comes the national anthem. We're in it together as a team, as a fanbase. It's really special what Wales have got going."