BT scores sponsorship deal with home nations football teams
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BT has signed a five-year deal to sponsor all four home nations teams as it bolsters its marketing ties with English football.
The telecoms giant has netted a series of deals to become the exclusive lead partner of all four teams until 2024, while its newly-revamped logo will appear on the teams’ training kits from November.
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It comes after BT signed a multi-year deal with the Football Association (FA) in June worth roughly £50m, which saw it become the sponsor of all 28 England football teams.
As part of the deal, BT-owned mobile network EE also renewed its sponsorship of Wembley stadium.
Marc Allera, chief executive of BT’s 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.”
BT will be hoping the tie-up puts its brand centre stage at next summer’s Euro 2020 competition, with qualifying matches kicking off in November.
But the company said its partnership also has a focus on investment across grassroots, women’s and disability football.
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“The partnership is designed to ensure BT’s commitment is visible at all stages of international football – from the men’s, women’s and disability national teams to youth national teams,” said Ian Maxwell, Scottish FA chief executive.
The deal excludes the Northern Ireland women’s team, which has an existing partner.
Main image credit: BT