The Football Association (FA) has extended its deal with EE as the lead partner of Wembley Stadium, with a continued commitment to maintain its claim to being the best-connected stadium in the world.
The four-year contract extension announced today (Wednesday) with the telecommunications business also maintains lead partner status for all England 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.
EE last renewed its sponsorship of Wembley in June 2019 as part of a wide-ranging five-year partnership between its then parent company, BT, and the FA. Through today’s announcement, Wembley will retain its official title of Wembley Stadium connected by EE.
Since the partnership began in 2015, an estimated 15 million fans have benefited from EE’s purpose-built connectivity, with mobile data usage at the stadium increasing by more than 80% 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, said: “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 10 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.”
We have extended our deal with @EE as the lead partner of all England teams and @WembleyStadium until 2028
— The FA (@FA) January 29, 2025
Pete Jeavons, marketing communications director at EE, added: “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.”
EE’s partnership will be activated across Wembley and St. George’s Park, the FA’s national football centre. EE customers will continue to enjoy benefits as part of the partnership including England team match offers and tickets to FA events.
Earlier this month it was confirmed that NFL action will return to Wembley Stadium in 2025 after the London venue agreed a one-year extension to its hosting rights deal.
Wembley’s last deal signed with the Jacksonville Jaguars was in 2020 for four years, meaning it was effectively out of contract following this season’s game, which saw the Jaguars defeat the New England Patriots 32-16 on October 20.
