BT to power UEFA EURO 2028 and launches ‘Behind Brilliant Things’ campaign

• Announcing BT’s appointment as the Official Telecommunications Partner of the UEFA European Football Championship 2028™ – to be held across the UK and Ireland in summer 2028.
• Launching a bold new BT brand campaign – ‘Behind Brilliant Things’ – shining a light on the people, technology and networks that power the country every day.
• Introducing a suite of BT products and services designed for customers nationwide - including enhanced products for consumers and stronger cyber security for homes and businesses.

BT Group today announces its appointment as the Official Telecommunications Partner of UEFA EURO 2028™, alongside the launch of ‘Behind Brilliant Things’, its biggest brand campaign this decade. Together with a suite of new BT products and services, today’s announcement reinforces BT’s role in connecting, protecting and supercharging the UK.

The UEFA partnership and brand launch highlight the vital, but often unseen, role BT plays for the UK. BT connects more homes and businesses than anyone else, protects the UK from millions of cyber threats every day, and is investing billions in the UK’s digital backbone to supercharge the country’s growth.  

Standout connectivity partnership: BT appointed Official Telecommunications Partner of UEFA EURO 2028™

Demonstrating that BT is truly ‘Behind Brilliant Things,’ the company announces today that it has been appointed as the Official Telecommunications Partner of the UEFA European Football Championship 2028™ - extending its long-standing support of the national game. 

BT’s world-class network will power every part of this international football tournament: from connectivity at nine stadiums and 24 team base camps, to the complex broadcast operations that will connect a global audience of over two billion fans worldwide.

Unforgettable connected experiences for fans and customers will surround the tournament, from public screenings and eSIM services to enhanced network performance in host cities - allowing fans to enjoy every second of the action.

Allison Kirkby, Chief Executive, BT Group said: 

“UEFA EURO 2028 is a perfect example of a brilliant moment that BT sits behind. It will be an event of national significance that will connect the UK and a global community of fans, leveraging the unique strength of BT’s networks and technologies to deliver unforgettable experiences for fans, customers and the country."

“For 180 years, BT has played a critical role – trusted to connect people, businesses and communities. Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services, so that more of our customers and more of the country can experience and benefit from being connected by BT.”

Guy-Laurent Epstein, Executive Director of Marketing, UEFA said: 

“UEFA is delighted to welcome BT as the Official Telecommunications Partner of UEFA EURO 2028™, bringing on board a true industry leader in the UK. By combining BT’s world-class network and technical expertise with UEFA’s ambition for innovation, we share a clear commitment to enhancing the fan experience in stadia and for viewers worldwide, delivering seamless connectivity and memorable moments throughout the summer of 2028.”

BT’s biggest campaign this decade: Behind Brilliant Things

BT is marking this new chapter for its brand, with the launch of a national campaign, ‘Behind Brilliant Things’. Beginning 8 May across TV, outdoor, press and digital, the campaign celebrates the best of the UK and shines a light on the vital role BT plays.

Featuring BT employees and set to the sound of the BT Speaking Clock, ‘Behind Brilliant Things’ shows how homes, businesses and vital public services stay connected and protected every day, across every corner of the country. From running the emergency services network and helping answer 999 calls, to protecting customers from more than four million scam attempts every single day, the campaign captures the scale, responsibility and pride behind what BT people do.

Enhanced BT products & services for consumers and businesses

BT is introducing a suite of upgraded products and services designed for the millions of consumers and businesses who rely on safe, secure connectivity.

With four million Brits falling victim to digital scams last year, BT is introducing free enhanced cyber threat protection for every residential broadband customer. Its customers can also now benefit from next-generation BT Smart Hub 3 Wi-Fi to keep them connected in all corners of the home, and a redesigned MyBT app making managing their services even easier. With more customers seeing the benefits of bundling services, the company is also introducing a new line up of BT Mobile plans exclusively for its broadband customers.

BT Business is also launching significant upgrades to its offering for small and medium businesses, including connectivity solutions and free advice for businesses to help them respond to changing risks in a digital environment.