Bulgaria’s Euro 2028 Bid: Legacy, Logistics, and Lessons from a Regional Dream

Khoshnaw Rahmani, Jadetimes Staff

K. Rahmani is a Jadetimes news reporter covering sport.

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Image Source: Denis Balibouse

In the early 2020s, Bulgaria joined Greece, Romania, and Serbia in a bold regional initiative to co-host the UEFA Euro 2028 and the 2030 FIFA World Cup. Known as the Craiova Group bid, this Southeastern European alliance aimed to showcase regional unity, infrastructure development, and football heritage on the global stage. While the bid ultimately did not succeed — with UEFA awarding Euro 2028 to the UK and Ireland — Bulgaria’s involvement marked a significant chapter in its sporting diplomacy and long-term football strategy.

The Craiova Group Bid: Vision and Structure

• Announced: February 2019, during a ministerial summit in Sofia

• Participants: Bulgaria, Greece, Romania, and Serbia

• Bid scope: Joint hosting of UEFA Euro 2028 and FIFA World Cup 2030

• Organizing body: The Craiova Group, a regional cooperation platform focused on youth, sports, and infrastructure

• Stadium plan: 16 venues across 14 cities, with each country contributing multiple stadiums meeting UEFA and FIFA standards

The bid emphasized regional cooperation, post-transition development, and the symbolic power of football to unite diverse cultures.

Bulgaria’s Role and Proposed Venues

• Lead cities: Sofia, Plovdiv, Varna, Burgas

• Flagship stadium: Vasil Levski National Stadium in Sofia, with proposed upgrades to meet UEFA’s 50,000+ seat requirement

• Secondary venues: Botev Stadium (Plovdiv), Ticha Stadium (Varna), and Lazur Stadium (Burgas) were considered for group-stage matches and training facilities

• Infrastructure plans: Bulgaria proposed transport upgrades, hospitality expansions, and digital ticketing systems to align with UEFA’s hosting criteria

UEFA’s Hosting Criteria and Final Decision

• Requirements:

  • 1 stadium with 60,000+ seats

  • 2 stadiums with 50,000 seats

  • 4 stadiums with 40,000 seats

  • 3 stadiums with 30,000 seats

  • Strong human rights commitments and sustainability plans

• Final hosts: In April 2023, UEFA selected the United Kingdom and Ireland as co-hosts for Euro 2028, citing readiness, infrastructure, and legacy planning

• Bulgaria’s assessment: While praised for ambition and regional cooperation, the bid faced challenges in stadium capacity, political coordination, and long-term guarantees

Historical Context: Bulgaria and UEFA Tournaments

• Euro appearances: Bulgaria has qualified for the UEFA European Championship twice — in 1996 and 2004

• World Cup legacy: Bulgaria’s golden generation reached the semifinals of the 1994 FIFA World Cup, led by Hristo Stoichkov

• Hosting history: Bulgaria has hosted youth tournaments and club competitions but has never hosted a senior UEFA or FIFA event

• Infrastructure evolution: Since the 2000s, Bulgaria has invested in stadium renovations, youth academies, and regional sports hubs, though gaps remain in meeting elite tournament standards

Timeline of Key Events

• 1994: Bulgaria reaches World Cup semifinals in the USA

• 2007–2015: Major stadium renovations begin in Sofia and Plovdiv

• February 2019: Craiova Group bid announced in Sofia

• 2020–2022: Bid development, feasibility studies, and diplomatic coordination

• April 2023: UEFA awards Euro 2028 to UK–Ireland; Bulgaria’s bid ends

• 2025: Bulgaria continues infrastructure upgrades and prepares for youth-level UEFA events

Regional Impact and Lessons Learned

• Diplomatic cooperation: The bid strengthened ties between Bulgaria, Greece, Romania, and Serbia, creating a model for future cultural and sporting initiatives

• Public engagement: The proposal sparked national debate on sports funding, urban planning, and Bulgaria’s international image

• Legacy projects: Despite the bid’s failure, several proposed upgrades — including stadium renovations and transport links — remain in progress

• Strategic shift: Bulgaria is now focusing on hosting youth tournaments, improving domestic league standards, and preparing for future bids with narrower scope

Comparative Analysis: Why the UK–Ireland Bid Prevailed

• Stadium readiness: All proposed venues met UEFA’s capacity and safety standards without major renovations

• Political stability: The UK–Ireland bid offered unified governance and long-term guarantees

• Football heritage: With deep-rooted football cultures and global fan bases, the hosts presented a compelling legacy narrative

• Commercial viability: UEFA projected higher revenue and sponsorship opportunities in Western Europe

Bulgaria’s Football Future

• Youth development: The Bulgarian Football Union (BFU) is investing in grassroots programs and regional academies

• Domestic league: Efforts are underway to improve competitiveness, club management, and fan engagement

• International partnerships: Bulgaria continues to collaborate with UEFA and neighboring federations on training, officiating, and tournament logistics

• Next steps: Potential bids for UEFA youth championships, club finals, or co-hosting smaller regional events

Bulgaria’s Euro 2028 bid may not have secured hosting rights, but it marked a strategic milestone in the country’s sporting evolution. Through regional cooperation, infrastructure planning, and diplomatic outreach, Bulgaria demonstrated its ambition to play a larger role in European football. As the country refines its approach and builds on lessons learned, the dream of hosting a major tournament remains alive — reshaped, recalibrated, and ready for the next opportunity.