A PROUD MILESTONE IN BRITISH FOOTBALL ⚽️

The United Kingdom and Ireland are ready to host UEFA EURO 2028 (9 June > 9 July 2028)

This is a proud milestone for football across the UK and Ireland, as The Berry helped announce and celebrate the launch of the tournament hosts, through an original, integrated creative campaign that combined socials, PR and OOH, to inspire the nation.

At 8:28pm (20:28), drone shows erupted over the host city stadiums!

Fans, social audiences, onlookers and TV watchers witnessed the synchronised spectacle! The content transcended across socials, broadcast, print and OOH.

The tournament will be the biggest sporting event the UK and Ireland have ever jointly hosted and world-class football is expected to create shared experiences in packed stadiums, fan zones in city centres, pubs and living rooms!

The PR pick up was HUGE, with teams, stadiums, players and influencers sharing the HYPE across socials and online media platforms! This was a unique, original football announcement you literally could not miss.

UK Prime Minister Sir Keir Starmer said:

“UEFA EURO 2028 will be the biggest sporting event ever jointly hosted by the UK and Ireland and, as a lifelong football fan, I know how much international competitions like this matter.  This tournament will bring fans from across Europe to iconic footballing cities like Birmingham and Glasgow, inspire the next generation to lace up their boots, and deliver billions in economic benefits.”

UK Culture Secretary Lisa Nandy added:

“The summer of 2028 will be a massive moment for the whole of the UK and Ireland as we welcome football fans from across Europe. Football reaches people like nothing else – it crosses every boundary, speaks every language, and has the power to bring together communities in ways that other things simply cannot. We are poised to do all we can to make this an unforgettable experience. The legacy starts now, not in 2028. We will be launching activities years before the tournament that will continue long after the final whistle – creating new opportunities for children to get active and healthy in safe spaces, generating exciting moments for communities to unite around their shared excitement, and maximising the potential to boost economies in host cities and far beyond.”