MTV was selected as the main official broadcast partner and granted the exclusive live broadcast rights to all matches of the tournament. In addition, and in order to widen the coverage of the competition, UEFA granted Sport 1, the main sports channel in Hungary, the rights to broadcast all 31 matches on a delayed basis.
The broadcast rights to the UEFA European Football Championships are being sold on a market-by-market basis for the first time in the 46-year history of the tournament. The Sportfive agency is UEFA's exclusive sales agent for the exploitation of European broadcast rights relating to UEFA EURO 2008B.
