Booking.com has extended and expanded its partnership with UEFA, securing rights across a wider portfolio of European national-team competitions through 2029 as the travel platform looks to deepen its connection with football fans travelling to major tournaments.
Under the renewed agreement, Booking.com will remain UEFA’s official accommodation and attractions partner for 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.
The agreement builds on a relationship that has included UEFA EURO 2024 and UEFA Women’s EURO 2025, while significantly broadening Booking.com’s presence across UEFA’s national-team calendar.
A key feature of the new partnership will be the integration of Booking.com into the fan journey. For the UEFA Nations League Finals, UEFA EURO and UEFA Women’s EURO, the company will be incorporated into the ticketing journey, allowing supporters to access travel-related services as they plan trips around matches.
Booking.com will also feature across UEFA’s Event Guide, on-site branding and LED inventory, alongside two digital content and fan-engagement programmes designed to connect supporters with the destinations hosting the competitions.
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 enhancing the experience of fans travelling to our tournaments”
Paul Hennessy, Chief Marketing Officer, Booking.com added, “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.”
The commercial value of the renewed partnership extends beyond traditional sponsorship visibility. By integrating its services into the fan journey, Booking.com can engage consumers at a point when travel intent is already established, creating a direct link between football fandom and travel spending.
The strategy will be particularly relevant for UEFA EURO 2028, which will be hosted across England, Wales, Scotland and Ireland, while the inclusion of UEFA Women’s EURO 2029 in Germany further strengthens Booking.com’s position within the growing women’s football market.
The agreement highlights the evolution of sports sponsorship towards partnerships that combine brand exposure with digital integration, fan services and opportunities for commercial conversion.
