Digital screen takeover across city and tram wrap build UEFA EURO 2028 buzz across Manchester

Take-over of over 100 digital advertising screens across Manchester city centre and at the Etihad Stadium heralds start of countdown to UEFA EURO 2028, as special tram wrapped in UEFA EURO 2028 Manchester host city logo also takes to the tracks across the city for next four weeks

The big tournament buzz has begun in Manchester as the countdown to UEFA EURO 2028 UK & Ireland got officially underway last night – a tournament that in just short of three years’ time is set to bring football fans from around the world to Manchester to enjoy world class football and the best-ever UEFA EURO tournament.

The buzz began with a two-minute take-over at precisely 20:28 pm last night of all the digital advertising screens across the city centre – 120 screens in total – and also out at the tournament stadium in East Manchester, as Manchester joined other tournament host cities in coming together to mark the countdown moment and to celebrate the tournament.  And from today travellers on the tram network across the city and beyond may catch sight of a special tournament tram wrapped in UEFA EURO 2028 Manchester host city branding, which will be out and about on the network for the next four weeks.

The UEFA EUROs is recognised as the third largest event in the world, with the UEFA EURO 2028 UK and Ireland tournament expected to draw over 3m visitors into the UK and Ireland and to attract over 5 billion viewers.
As one of only eight host cities to be hosting games during the tournament –  which promises to deliver an unforgettable summer of football in 2028 –  Manchester also has the honour of hosting England’s opening match of the tournament should they qualify directly.

In total, five matches will be played in Manchester at the Manchester City Stadium, attracting over 300,000 fans to the stadium, with up to 40% of them anticipated to be from overseas.

With hundreds of thousands more fans and visitors expected to also visit the city during the tournament, Manchester will be going all out to create a football takeover of the city, with specially set up fan festival sites across the city centre to ensure everyone has the best possible time whilst they’re here.  

The city will also be working with partners in the run-up to the tournament to maximise the wider social benefits of hosting the tournament to local people and to Manchester, and to ensure a lasting legacy for the city.

Key areas that will be part of the plan include better places to play – enhancing investment for grass roots sports clubs through improvements to pitches and facilities; growing the workforce within local communities to support the growth of the game through increasing the number of referees, coaches and volunteers; helping create safer places to play whether that’s in schools, clubs, or parks; and continuing the legacy work established in the city during the Women’s EUROs in 2022 to ensure every girl has equal access to football.

As well as attracting visitors in their hundreds of thousands to Manchester during the tournament, the tournament is also forecast to have a significant economic impact on the city, with initial forecasts suggesting it will have a projected economic impact on the city of over £200m.  

Manchester’s selection as a host city for the tournament owes much to the ongoing investment in facilities and development of the area around the stadium in east Manchester into a world class sports and entertainment campus, both of which played a significant part in the city being able to bid in the first place for host city status in the tournament.

Councillor Bev Craig, Leader of Manchester City Council, said:

“Manchester is known the world over as a great footballing city and we could not be more excited to be welcoming such a prestigious tournament, which is enjoyed by millions of fans around the world, to our city.  We’re a city where football runs deep in our DNA and we’re counting down the days to UEFA Euro 2028.

“As well as our unrivalled love for football, the city brings together an exceptional network of partners who are working tirelessly to ensure a world-class experience for players, fans, and visitors alike.

“It’s important also to acknowledge the ongoing investment in facilities and development of the area around the stadium in east Manchester into a world class sports and entertainment campus – which is what enabled us to put the strongest possible bid in to host the tournament, and ultimately led to us being chosen as one of the tournament’s host cities.  

“As well as enjoying some fantastic football from world-class players at the top of their game right here on our doorstep, we’ll be going all out to maximise the benefits to Manchester of hosting the tournament, and with a projected economic boost to the local economy of over £200m, it’s an absolute win-win for the city and for local residents.”  

Danny Wilson, Managing Director, Manchester City Operations, said:

“Hosting five matches as part of EURO 2028, including England’s opening match should they qualify directly, will be a special moment for the Club, the city, and most importantly – its people.

“Manchester has a proud history of hosting some of the world’s best sporting and cultural events, including the Commonwealth Games in 2002 which kick-started the sports-led regeneration of this area of Manchester.

“Thanks to our work alongside Manchester City Council and the Club’s continued commitment to investing in world-class facilities, we are proud to continue bringing the best of the world to Manchester, and in turn, showcasing the best of Manchester to the world.”