Booking.com, the online travel booking platform, has renewed and expanded its partnership with European soccer’s governing body UEFA to continue as a sponsor of its national team tournaments through 2029.
The company will retain its designation as the official accommodation and attractions partner across various competitions, including the 2027 UEFA Nations League Finals, 2027–28 European Qualifiers, 2027 European Under-21 Championship, Euro 2028 and Women’s Euro 2029.
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As part of the extended partnership, Booking.com will be integrated into the fan ticketing journey for the Nations League Finals, and the men’s and women’s Euros.
This includes visibility during the ticket-purchase process and contributions to the Event Guide.
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.
The renewal extends Booking.com’s long-standing association with UEFA’s national team tournaments following its partnership with the men’s Euro 2020 and 2024, and the Women’s Euro 2022 and 2025.
The online platform’s last extension with UEFA came in 2023.
Guy-Laurent Epstein, UEFA executive director of marketing, said: “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.”
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. The Women’s Euro 2029 will be staged across eight venues in Germany.
