Telecom giant EE has renewed its exclusive lead partnership with the four Home Nations Football Associations and Wembley Stadium in a landmark deal that will see the brand continue to invest in football across the UK until 2028.
The extended four-year agreement will see EE’s logo remain visible on the training kits of the national football teams of England, Scotland, Wales, and Northern Ireland, ensuring the brand’s enduring presence in the heart of the sport. EE will also maintain its position as the title sponsor of Wembley Stadium, a role it has held since 2015, with the iconic venue continuing to be known as “Wembley Stadium connected by EE.”
Building on a Decade of Success
Since EE’s first partnership with Wembley, the stadium has benefited from cutting-edge connectivity, with EE introducing both 4G and 5G networks to enhance the experience for millions of fans. In 2024, mobile data usage at Wembley increased by more than 80% as fans relied on EE’s services to capture and share some of the most memorable moments in sport and music. The partnership has allowed EE to invest in stadium technology and accessibility initiatives, such as sensory rooms for neuro-divergent guests, further reinforcing its commitment to inclusivity.
Pete Jeavons, EE’s Marketing Communications Director, emphasised the company’s long-standing commitment to supporting football’s growth across the UK: “Football is part of the fabric of our nation, so EE is proud to stand beside all four home nations and Wembley – the home of English football – for the next four years. We’ve worked with the Home Nations football associations to use football as a catalyst for change, addressing issues such as racism, misogyny, homophobia, and accessibility, while finding new ways to engage different communities with the sport.”
Championing Women’s and Disability Football
As part of the deal, EE will continue to champion the growth of women’s football across the UK, with a specific focus on supporting grassroots participation and the development of the women’s national teams. EE’s involvement in disability football will remain strong through its title sponsorship of The FA Disability Cup and its ongoing support for the England Para Lions.
James Gray, Commercial Director of the English FA, welcomed the renewed deal, highlighting the importance of continued collaboration: “We look forward to continuing our relationship with EE as lead partner for another four years. We’ve worked together across all levels of football, and I’m particularly pleased to see increased investment in our para teams. With our senior women’s team competing at EURO 2025 and the men’s team beginning their 2026 World Cup qualifying campaign, this deal comes at a pivotal time.”
The extension also brings a renewed focus on esports, with EE becoming a partner of The FA’s eLions, the official esports team of England, marking a significant step in the evolution of the sport.
Expanding the Reach of Football
The impact of the partnership will be felt at all levels of the game, from elite national teams to grassroots initiatives. Through its ongoing support for the FA Playmaker programme, EE will continue to provide free online coaching resources aimed at encouraging more people to get involved in football, whether as players, coaches, or volunteers.
In Scotland, Brendan Napier, Marketing Commercial Director at the Scottish Football Association, expressed his enthusiasm for the partnership renewal: “EE’s commitment has been instrumental in helping our men’s team reach back-to-back EURO finals and boosting the women’s game in Scotland. Their continued support will be a tremendous boost to all levels of the sport.”
For Wales, the partnership comes at a pivotal time with the Cymru Women’s National Team set to make their debut at the UEFA Women’s EURO 2025 finals. Sharon Tuff, Chief Commercial and Engagement Officer at the Football Association of Wales, spoke about the importance of this continued collaboration: “With EE’s support, we are well-positioned to scale up participation for women and girls across Wales, leaving a lasting legacy from our historic first appearance at a major tournament.”
In Northern Ireland, Stephen Bogle, Head of Commercial Operations for the Irish FA, echoed the sentiments of his colleagues, noting that EE’s ongoing support will be crucial in developing the game, particularly for women’s football, and in ensuring greater accessibility at every level.
Looking Ahead
With the renewed partnership set to run through to 2028, EE is poised to continue its pivotal role in shaping the future of football across the UK. From promoting inclusivity to supporting grassroots development and elite competition, this extended deal underscores EE’s commitment to investing in the sport at all levels, while ensuring that the Home Nations football teams and Wembley Stadium remain at the forefront of global sporting innovation and fan engagement.
As part of the agreement, EE will also continue to offer exclusive benefits to its customers, including access to Home Nations match offers and tickets to key events, further cementing its relationship with the millions of football fans across the UK.
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About EE
EE is one of the UK’s largest mobile providers, recognised for offering the country’s fastest and most reliable network. As part of BT Group, EE is dedicated to providing superior customer service and staying at the forefront of technological innovation. From its pioneering introduction of 4G and 5G networks to its customer-first ethos, EE continues to invest in the future, ensuring it remains a key player in the UK’s digital landscape.
