UEFA seeks innovators for EURO 2028 – Norwegian companies can apply

22 October 2026

UEFA is inviting technology companies, researchers and other innovators worldwide to develop and test solutions ahead of EURO 2028. The programme has a total funding budget of up to £200,000 and focuses on volunteering, inclusion and new forms of audience and community engagement. Norwegian organisations can apply by 15 November.

UEFA is inviting technology companies, researchers and other innovators worldwide to develop and test solutions ahead of EURO 2028. The programme has a total funding budget of up to £200,000 and focuses on volunteering, inclusion and new forms of audience and community engagement. Norwegian organisations can apply by 15 November. For Norwegian and Nordic companies with a solution ready for testing, this is a concrete international opportunity to assess this autumn. The application deadline is 15 November 2026. The programme is open worldwide; Norwegian applicants do not need to be established in a host country. The <a href="https://www.uefa.com/euro2028/news/02a9-219f13c13883-a4835e1486d6-1000--the-uefa-euro-2028-innovation-programme-empowering-volunteers-and-engaging-communities-across-the-uk-and-ireland/">UEFA EURO 2028 Innovation Programme</a> was announced on 30 September as a joint initiative between UEFA and UK & Ireland 2028 Limited, the organisation responsible for local delivery of the tournament. EURO 2028 takes place in the United Kingdom and the Republic of Ireland from 9 June to 9 July 2028. The organisers want to use the run-up to develop and test solutions that create value beyond the final. Better match analysis is not the main challenge here. The focus is on the people around the event. <h2>Volunteers’ skills and new audiences</h2> The first challenge concerns what volunteers take away. Through a major tournament, they develop skills including teamwork, communication and problem-solving. UEFA wants solutions that make those skills visible, demonstrable and portable into employment, sport or community involvement. The organisers are not primarily seeking new courses or training programmes. The call explicitly says they are not looking for training providers. Solutions should give volunteers tangible value throughout their journey and make continued involvement in clubs and community organisations easier. The second challenge is reaching people who do not normally follow major football tournaments. UEFA wants inclusive experiences connecting the tournament with local activities, organisations and communities. Solutions can be digital, physical or a combination. New audiences take priority over existing football fans. Integration is an explicit requirement for digital products. They should operate within UEFA’s existing ecosystem, including its app, website, fan pass and gaming environment, rather than as standalone tools. UEFA also wants straightforward mobile access in under a minute. This is an important product constraint for companies that might otherwise propose a new, separate app. <h2>Up to £200,000 – for the entire programme</h2> Selected innovators may receive funding from a total programme budget of up to £200,000. This is not a guaranteed award to each applicant or project. UEFA decides the allocation and may support one or several projects. Applications should justify their funding needs against the solution’s scope, maturity and expected impact. The programme also offers pilot opportunities and access to relevant testing environments through host cities, national associations, local authorities and other tournament stakeholders. Mentorship, workshops, networking and a presentation of pilot outcomes form part of the programme. Potential further use at UEFA events will be assessed, but participation does not guarantee future contracts. <h2>A product ready for testing, not just an idea</h2> Start-ups and growth companies, cross-industry technology suppliers, academia, research organisations and non-profits can apply. Applicants must have a tangible product or service, with an MVP and/or proven use cases in an operational environment at the time of application. UEFA will assess factors including challenge fit, the team’s ability to deliver, accessibility and scalability. Applicants must also show how lasting impact can be measured. The pilot should work within existing infrastructure rather than create additional operational workload for the organisers. <h2>An export opportunity beyond performance technology</h2> The call matters for Norwegian sportstech because it opens a route into international football without requiring performance or match-analysis technology. Skills recognition, volunteering platforms, accessibility technology and digital communities are potentially relevant areas. So are services using AI for guidance or personalisation, or connecting participants with local activities. These are examples of possible technology categories, not projects pre-approved by UEFA. A solution must still address the specific challenges and criteria. The opportunity therefore also extends to Norwegian companies outside traditional sportstech. For a business with export ambitions, an international pilot can provide valuable learning, connections with event organisers and potential references. Such outcomes must be earned through delivery; they do not automatically follow from acceptance into the programme. <h2>Apply by 15 November</h2> The application period runs from 30 September to 15 November 2026. Evaluation and selection are planned for December, with onboarding in January 2027. Pilot development and testing are scheduled from February 2027 to May 2028. Projects and outcomes will be presented in June–July 2028; the showcase date and location are not confirmed. Assessment of impact and potential further scaling begins in August 2028. For interested companies, the next step is checking whether their solution is mature enough, fits one of the two challenges and can integrate with the organisers’ way of working. <a href="https://www.uefa.com/euro2028/news/02a9-219f13c13883-a4835e1486d6-1000--the-uefa-euro-2028-innovation-programme-empowering-volunteers-and-engaging-communities-across-the-uk-and-ireland/">Read the call and apply through UEFA by 15 November.</a> Illustration of a silver trophy outside a football stadium at sunset. The image is not from EURO 2028.