The operator will also support the broadcast infrastructure underpinning global coverage of the tournament, which is expected to reach an audience of more than two billion viewers worldwide, a significant test of BT’s network at scale during a sustained, high-profile event.

BT chief executive Allison Kirkby framed the partnership as a demonstration of the operator’s network investment paying off, saying the company had “invested heavily into our networks in recent years” and that EURO 2028 represented an opportunity to show what those assets could deliver.

The announcement comes alongside a broader consumer and brand push from BT, including upgraded broadband products and a new national campaign but the infrastructure mandate at the heart of the UEFA deal is the more consequential story for the industry.

Delivering reliable, high-capacity connectivity across multiple venues simultaneously, while supporting complex international broadcast operations, will put BT’s wholesale network capabilities under sustained pressure over the course of the tournament.

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