UEFA has announced a series of fan experience initiatives for Euro 2020, starting with the implementation of digital ticketing for specific target groups at every game.
A range of digital services via an app are designed to help fans plan their trips, whether attending the match, organising their travel and accommodation, or sampling what each host city has to offer, will complement the digital match ticket.
The 12-host city event is scheduled to be held from June 12 in Rome until the final at Wembley Stadium, London on July 12.
UEFA Events SA chief executive Martin Kallen, said: “For UEFA Euro 2020, we are creating a new experience driven by the fans. Combining fan insight and the latest in digital technology, our focus is to deliver a personalised experience for every fan.”
The tournament app will allow ticket-holders to access a personal digital travel card, as all fans attending matches will be provided with free public transport.
Kallen continues: “This has been a significant undertaking and we appreciate the support provided by the host cities in making this a reality – unprecedented across so many countries during a final tournament, and a crucial element in encouraging fans to use public transport services.”
The governing body is also partnering with host cities in developing a spectator experience outside of the matches, with each of the host cities to play host to the UEFA Festival.
Kallen said: “The UEFA Festival provides all visitors, families and residents alike, with a mix of entertainment, music, culture and festivity – with each location having a distinct local feel, in line with the unique hosting structure of the finals.
“For the 60th anniversary of the finals, we wanted to ensure that Euro offers something for everyone, to be more inclusive than ever before. For people who do not have a ticket to the game or who want to soak up the festive atmosphere, fan zones in each of the host cities provide a fun place to watch all the action.
“For those fans heading to the stadium, the last kilometre of their journey will include fan marches and a wave of live entertainment performances, all playing a key part in building the atmosphere during the last countdown to kick-off.”