Booking.com renews partnership with UEFA national team competitions
UEFA announced the renewal and expansion of its partnership with Booking.com, which will continue as the official accommodation and attractions partner across 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 deal includes integrating Booking.com into the fan ticketing journey and the Event Guide, plus two digital content-based sponsorship and engagement programmes.
Impact and considerations
The deal embeds an OTA into ticketing and trip planning for major tournaments, potentially affecting accommodation demand and inventory allocation in host cities. For travel and event organizers, lodging tightness and price swings around events such as UEFA EURO 2028 warrant early attention.
Key points
- UEFA announced the renewal and expansion of its partnership with Booking.com.
- Booking.com will continue as the official accommodation and attractions partner across 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 deal includes integrating Booking.com into the fan ticketing journey and the Event Guide.
- Booking.com will also run two digital content-based sponsorship and engagement programmes and receive rights including on-site and LED visibility.
- UEFA EURO 2028 will take place across nine stadiums in England, Wales, Scotland and Ireland, and UEFA Women's EURO 2029 will be hosted in Germany.
Sources and time
- Primary source
- Booking.com
- Other sources
- 0
- First source publication
- 14 Sept 2026, 20:00
- Page published
- 15 Sept 2026, 00:02
- Last updated
- 14 Sept 2026, 20:00
- Original links
- Booking.com Newsroom：Booking.com renews partnership with UEFA national team competitions (opens in a new tab)Primary source · en · Published 14 Sept 2026, 20:00