Booking.com renews partnership with UEFA national team competitions

UEFA has today announced the renewal and expansion of its partnership with Booking.com which will see the online travel booking platform continue as the official accommodation and attractions partner across various UEFA national team competitions, including the UEFA Nations League Finals 2027, European Qualifiers 2027–28, UEFA European Under-21 Championship 2027, UEFA EURO 2028 and UEFA Women’s EURO 2029.

This extends Booking.com’s long standing association with UEFA’s national team football following its partnership with UEFA EURO 2020 and 2024, and UEFA Women’s EURO 2022 and 2025.

As part of the renewed partnership, Booking.com will be integrated into the fan ticketing journey for UEFA Nations League Finals, UEFA EURO and UEFA Women’s EURO, helping supporters plan their tournament experience. This includes visibility during the ticket-purchase process and contributions to the Event Guide, offering travelling fans useful information as they prepare for the tournament.

Booking.com will also activate the partnership through two digital content-based sponsorship and engagement programmes, alongside a range of partnership rights, including on-site and LED visibility.

Guy-Laurent Epstein, UEFA executive director of marketing, said: “We are delighted to renew our partnership with Booking.com, a long-standing partner of UEFA and a global leader in the travel industry. Building on the success of our collaboration at UEFA EURO 2024 and UEFA Women's EURO 2025, this partnership now expands across a broader range of UEFA national team competitions, reflecting the strength of our relationship and creating more opportunities to connect with football audiences. Together, we look forward to further enhance the experience of fans travelling to our tournaments.”

The renewed UEFA and Booking.com partnership aims to help fans plan and enhance their tournament travel experience, from accommodation and attractions to the wider matchday journey.

Paul Hennessy, Chief Marketing Officer, Booking.com said: “Through our renewed partnership with UEFA, we’re helping fans turn the excitement of an international tournament into memorable travel experiences. From finding a place to stay and discovering local attractions to planning the wider journey, we want to make it easier for everyone to follow their team and experience more of the destinations hosting these tournaments. We look forward to supporting fans across UEFA EURO 2028 and UEFA Women’s EURO 2029.”

UEFA EURO 2028 will take place across eight host cities and nine stadiums in England, Wales, Scotland and Ireland from 9 June to 9 July 2028. UEFA Women’s EURO 2029 will be staged across eight venues in Germany..