EE agrees six year sponsorship and technology deal with Wembley to improve 4G and Wi-Fi coverage
Mobile operator EE has signed a six year deal with Wembley National Stadium Limited (WSNL) to become the first ever sponsor of England’s national stadium and ensure it benefits from a multi-million pound investment to make it the most connected stadium in the world.
A planned technology roadmap will see mobile ticketing, improved coverage and Wi-Fi connectivity introduced at the stadium, while EE subscribers will receive free exclusive ticketing and marketing offers from late March. There will also be a free iOS and Android application featuring event content and stadium and travel information.
“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,” explains Melvin Benn, Wembley Chairman. “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.”
The stadium’s name will remain unchanged, but will be styled as ‘Wembley Stadium connected by EE,’ while the operator will become an official supplier to the England national football team and the FA Cup.
“Over the coming months, we will announce an exciting programme of upgrades and innovations to the existing infrastructure at Wembley that will ensure the stadium offers visitors a world class spectator experience for many years to come,” says Olaf Swantee, CEO of EE.
The FA, which owns WSNL, chose BT to be the official communications service partner at its national football centre at St George’s Park in Burton-upon-Trent, with the network able to connect to the FA’s headquarters at Wembley.
Rival operator O2 has been the title sponsor of the Millennium Dome since 2007, but EE’s forays into football sponsorship have been less high profile, extending solely to a matchday sponsorship of an Accrington Stanley match last year.
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