The Football Association (FA) has been searching for a new sponsor for England’s national soccer team. It found one in the telecoms sector, and also a partnership with another well-known British institution.
Since Vauxhall’s previous agreement with England, England has been without a major partner.
The former state monopoly BT will now sponsor all 28 England national team’s. The company’s logo will be on all training kits worn by senior men’s or women’s teams as well as youth futsal, disability, and youth teams.
Customers of BT and EE, its mobile operator, will have access to England tickets and FA events while they wait.
Over five years, the deal is estimated to be worth between PS50-PS60 million.
The men of England are currently in training for the Uefa Nations League Finals, which will be held in Portugal later in the week. Meanwhile, the women’s team is preparing for France’s Women’s World Cup.
Separately, BT extended EE’s sponsorship for Wembley Stadium. EE and Wembley joined forces for the first time in 2014. EE was an independent company at that time. The operator has been using Wembley to showcase its advanced network technologies since then.
EE deployed upgrades to its 4G network in the stadium before anyone else. This significantly increased speeds and capacity. It also hosted the first ever 5G live broadcast of the EE Wembley Cup.
BT states that Wembley will continue this role while it rolls out its 5G network. EE was the first UK carrier that launched 5G last week.
Marc Allera, CEO of EE, stated that the FA has been working with us for six years as part of our partnership at Wembley Stadium. “This ground-breaking deal allows us to extend that relationship from grassroots football to the pinnacle of women’s and mens’s soccer,” he said.
Both parties are very pleased with the deal. The FA gains a new source revenue from a blue chip brand. BT has the opportunity to promote its rebranding efforts and change in strategic direction. As of yet, the new logo is not widely distributed across the company.
Both BT and the FA say they are open to a sponsorship deal that goes beyond the typical model of major sports partnerships. They also have ambitions to use the union to support the FA’s efforts to build the grassroots game and attract a wider audience.
Allera stated, “We are committed to making BT a champion and what better way to do that than by supporting the national game as well as the national teams.” This partnership will impact all areas of football, from grassroots football to communities across the country. We are looking forward to sharing our plans over the next months and can’t wait for it to get underway.”
This vision saw The FA team up with Google Cloud in order to improve data analysis and collaboration among its coaches. It also created a custom application that tracks player data, such as health, form, and other information. Mobile applications are also being used by the organization to improve the administration of the amateur sport.
Craig Donald, FA CIO, said that we have a larger Digital Transformation program. “[It’s] about engagement and simplification-making sure we’re engaging appropriately with fans and working closer without community.