London is alive with anticipation as the final preparations unfold ahead of tonight’s official launch of UEFA Euro 2028.
At the heart of it is Piccadilly Circus, where branding crews, hospitality planners and global media teams are making sure the blown-up vision of a pan-European football festival is visible, audible and tangible.
From the iconic lights of the West End reflecting tournament graphics to fan zones being constructed along Shaftesbury Avenue and Regent Street, London is buzzing.
As the clock ticks down, stadiums, tech platform teams, and corporate hospitality operators are synchronising their operations for the kickoff phase. Tonight’s launch signals the commercial ramp-up, the global broadcast roll-out and the guest-experience architecture.
Dublin will, of course, be hosting matches as part of the tournament, and there will be launch events here as well.
A high-profile delegation from UEFA, led by President Aleksander Čeferin, is scheduled to meet the British Prime Minister this afternoon, underscoring the tournament’s political and economic weight.
We will have coverage of the launch overnight.
Image Credit: UEFA
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