Tonight’s Tournament launch celebrates the start of the countdown to what will be a festival of football – the largest ever sporting event jointly staged by the co-host nations.
With less than 1000 days to go until the Tournament kicks-off, the launch marks the unveiling of the official UEFA EURO 2028 brand, including the Host Nation and City logos and stadium illustrations.
The brand was revealed in spectacular fashion tonight at exactly 20:28 on the giant Piccadilly Lights screens in the heart of London’s iconic Piccadilly Circus. Simultaneously, all around the UK and Ireland, the new logos were showcased in Host Cities, including on the exterior screens of our stadium.
Under the theme ‘We Speak Football’, the Tournament brand celebrates the fans who express the universal language of football and their love of the game through the famous cheers, chants and sounds that ring around stadia every week.
Following an independent assessment, it is anticipated UEFA EURO 2028 will generate up to £3.6 billion (€4.1 billion) of socio-economic benefits for the UK and Ireland, including job creation, regional prosperity and direct expenditure from international visitors to the Tournament.
Local businesses, suppliers and communities within Host Cities will see direct economic benefits, while dedicated training and volunteering initiatives will enhance skills development and open pathways into employment across the regions.
The UK Government, Scottish Government, Welsh Government and Government of Ireland will collectively invest up to £740m to ensure the event is safe, secure and offers a world-class experience for fans and communities across the UK and Ireland. Investments will additionally be dedicated to social impact initiatives that will extend the benefits beyond the Host Cities before, during and after the Tournament. Social impact plans will be delivered by local stakeholders in each Host Nation to harness the power of sport and culture, bring communities together and inspire positive change.
It builds upon the existing socio-economic impact Tottenham Hotspur Stadium and its increased number of major events has had on one of London’s most deprived communities since opening in April 2019. A recent study by EY found that, through increased events and activities at the stadium, the Club contributes around £900m of gross output to London’s economy, generating an additional £478m of GVA (Gross Value Added) in London.