FA renews EE deal
January 29, 2025
The FA has extended its deal with EE as the lead partner of all England football teams and Wembley Stadium.
The four-year extension will see the EE logo continue to appear on all training kits worn by the England senior men’s and women’s squads and all development and para teams up until 2028. EE has also signed to continue as lead partner of the other Home Nations football teams in Northern Ireland, Scotland and Wales.
Pete Jeavons, Marketing Communications Director at EE, commented: “At EE, we pride ourselves on our longstanding partnerships with the UK’s leading cultural institutions, investing in the things that matter most to our customers. Since the partnership began, we have worked with the Home Nations football associations to use football as a catalyst for change, addressing important societal issues such as racism, misogyny, homophobia and accessibility in football, while coming up with innovative new ways to encourage different communities to take up the sport. 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, continuing to invest in the sport at all levels to engage communities across the country.”
Wembley Stadium will also retain its official title of Wembley Stadium connected by EE. Since the partnership began in 2015, an estimated 15 million fans have benefitted from EE’s purpose-built connectivity, with mobile data usage at the stadium increasing by more than 80 per cent in 2024.
Having been the first mobile network to bring both 4G and 5G connectivity to Wembley Stadium, the extended deal will see the network’s brand retained across the stadium with a continued commitment to invest in new technology at the venue.
Mark Lynch, Stadium Director at Wembley Stadium connected by EE, added: “We are delighted to continue our long-standing partnership with EE which will ensure Wembley Stadium retains its status as one of the best-connected stadia in the world. Over the last ten years EE has continually demonstrated its commitment to invest in developments across the stadium including the 5G network and our two sensory rooms, which are hugely popular with neuro-divergent guests, who might otherwise not be able to attend large-scale events. The new agreement will bring more benefits to all our guests over the next four years and enable us to deliver an improved customer experience for all.”
EE will continue to support disability football through its title sponsorship of The FA Disability Cup and the England Para Lions. EE will also become a partner of The FA’s eLions – England’s official esports team.
The FA’s Commercial Director, James Gray, said: “We look forward to continuing our relationship with EE as lead partner for four more years. Over the years, we have worked collaboratively with EE across all levels of football, and I am particularly delighted to see an increased investment in our para teams. This is great news ahead of an important year which includes our senior women’s team competing at Euro 2025 and the men’s team starting their 2026 World Cup qualifying campaign under new head coach Thomas Tuchel.”