England’s national stadium announced on Wednesday that advanced British digital communications company EE has become its lead partner.
The partnership will run for six years, starting with immediate effect. The first event at the EE-sponsored stadium will be the Capital One Cup Final on March 2.
This is the first time Wembley – one of the biggest brands in football – has signed a lead brand partner in its 90-year history. The partnership will be represented by a new logo, but the world-renowned name of the stadium will remain unchanged.
Wembley National Stadium Ltd said the partnership has been agreed on the basis of an ambition to make Wembley the most connected stadium in the world – ensuring it sits alongside the most technologically advanced stadiums across the globe for years to come.
Melvin Benn, chairman of Wembley said “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.”
Wembley will benefit from multi-million pound investment in its technological infrastructure over the course of the six-year partnership to offer visitors the best possible experience. The deal also includes the launch of Wembley’s first bespoke app, which offers fans a dynamic feed of event content as well as stadium and travel information.
Olaf Swantee, CEO at EE, said "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.”
Future technological advancements to come from EE over the six-year deal include mobile ticketing solutions, enhanced mobile network access and high speed Wi-Fi available for all. EE customers will benefit from exclusive ticketing and marketing initiatives from late March.
“I’m delighted that we have secured EE as Wembley Stadium Lead Partner,” said Peter Daire, FA Group head of sponsorship. “We have diligently taken our time, in collaboration with Wasserman, in sourcing a technology brand that shares our enthusiasm and commitment and EE will help to make the Wembley fan experience the best it can be.”
The partnership adds to Wembley’s existing sponsorship agreements with Carlsberg, Betfred, Walkers, Coca-Cola, Mars and National Express.