BT announced as lead partner for all four home nations football teams

08 Oct 2019

By: Sport Industry Group

BT has been announced as the new lead partner for the Wales, Scotland and Northern Ireland national football teams, following its existing deal with the FA, making it the lead partner for all Home Nations football teams until 2024.

The deals will see all four nations wear the BT logo on training kits worn by men’s, youth and disability teams, while the women’s teams of all the Home Nations except Northern Ireland will also wear the logo.

The new deals will all begin in November, where Wales, Scotland and Northern Ireland will all play in UEFA EURO 2020 or Women’s EURO 2021 qualifiers while the existing deal with England has been extended.

BT says that the partnerships are part of a broader brand and sponsorship strategy to ‘champion the UK’, which will be revealed in the coming months.

Marc Allera, CEO, BT Consumer Division, said: “To be the lead partner for all four nations across the UK is a proud moment for BT and supports our ambition to be a national champion across the UK. These partnerships will reach all areas of football, including grassroots football and communities across all four nations.”

Ian Maxwell, CEO Scottish FA, added that the National Federation "look forward to a successful and enduring partnership with BT to reinforce Scottish football’s position as the national sport" while Jonathan Ford, Chief Executive of the Football Association of Wales, claimed that “The FAW are delighted BT will become exclusive Lead Partner of our National teams and we are really excited about this partnership developing with the expertise and services that BT have to offer.”            

Northern Irish FA Chief Executive Patrick Nelson, meanwhile expressed his delight to "welcome BT as the title sponsor of our men’s, boys’ and disability teams.  The deal with BT will also allow us to develop the game further at all levels in Northern Ireland and we are confident it will be a positive partnership for both ourselves and BT."