EE and Wembley confirm ‘ground-breaking’ sponsorship

EE is to become Wembley Stadium’s first lead brand sponsor in a six-year deal that will see it invest millions of pounds into pushing its mobile network in the absence of securing the naming rights.

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EE will invest millions into promoting its mobile network and technology through its sponsorship of Wembley Stadium.

The multi-million deal will see both parties promote it as the “Wembley Stadium connected by EE” through a new logo (see above).

It means the name of the stadium will remain the same with the network provider looking to drive its association to the football brand through mobile ticketing solutions, improved mobile network access and super-fast Wi-Fi at the stadium.

The deal also includes the launch of the first bespoke app developed for the stadium’s visitors. Spectators will be able to access content linked as they watch matches as well as receive updates on stadium and travel news.

Additionally, EE customers will benefit from exclusive ticketing and marketing initiatives from late March.

Melvin Benn, Wembley Chairman, says the tie-up will help the brand tap into demand from greater wi-fi access and branded content in stadiums during live events.

He adds: “We have been looking for the right partner to help us make sure that Wembley maintains its reputation for being one of the best sport and entertainment venues on the planet. As stadia around the world become increasingly more technologically advanced, EE is the perfect partner to assist us in fulfilling that goal, giving event owners and their fans the best possible and unforgettable shared experiences.

A partnership between the two has been suggested as a possibility since as far back as 2012.

The FA has been on the hunt for a new lead commercial partner for the stadium since the new Wembley Stadium was opened in 2007. The stadium has several commercial deals, but no lead sponsor. These include Carlsberg, Coca-Cola and Betfred.

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