BT signs on as lead partner of England football teams

04 Jun 2019

By: Sport Industry Group

BT has been unveiled as the exclusive lead partner of all 28 England national football teams through a wide-ranging sponsorship deal with the FA.

The five-year deal also names BT as the exclusive lead partner of Wembley Stadium. Through its sponsorship of the England national teams, BT’s logo will appear on training kit worn by all squads.

EE will also retain its position as the main sponsor of Wembley. The venue will continue to be officially known as Wembley Stadium connected by EE.

Wembley and EE will continue their ambition to ensure the stadium is the best connected in the world, and that fans can enjoy an enhanced 4G and 5G mobile experience and fast Wi-Fi.

England’s men’s and women’s teams have begun wearing BT-branded training kit ahead of their respective UEFA Nations League Finals and FIFA Women’s World Cup campaigns.

As part of the agreement, BT activations will launch at St. George’s Park and Wembley, with the company also set to work with football clubs in communities across England. Additionally, BT and EE customers will benefit from exclusive England match offers and tickets to FA events.

More details about the wider aims of the partnership are set to be revealed in the coming months as part of BT’s new brand and sponsorship strategy.

Marc Allera, Chief Executive of BT’s consumer division, said: “Announcing our partnership with England and the FA is such a proud moment for all of us at BT. We have worked with the FA for six years as part of our partnership with Wembley Stadium to connect even more fans with the national game, and this ground-breaking deal sees us extend that from grassroots football all the way to the pinnacle of the women’s and men’s teams.

“We’re committed to making BT a national champion, and what better way than backing the national game and the national teams. This partnership will reach all areas of football, including grassroots football and communities up and down the country. We look forward to revealing our plans in the coming months and we can’t wait to get started.”

Mark Bullingham, FA Chief Commercial & Football Development Officer, said: “We are delighted BT will be our new Lead England Partner, encompassing our 28 England men’s and women’s senior teams, development teams, futsal and disability teams. Furthermore, I’m thrilled we have also extended our long-standing partnership with EE who will continue as principle partner of Wembley Stadium. We look forward to working with BT and EE over the coming five years, continuing our commitment to developing the game and bringing our fans and teams closer together. 

“This is a great start to an exciting week for England football, with the Lionesses starting their World Cup campaign and the men’s senior team in the finals of the Nations League. I’m really pleased that alongside Barclays and Boots this year, we can add BT to our growing portfolio of commercial partners.”

The FA won the Leadership in Sport Award, Communications Award and Film Content Award at the BT Sport Industry Awards 2019.