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BT to sponsor all four home nations as it ramps up football marketing


By John McCarthy, Opinion Editor

October 8, 2019 | 3 min read

BT has partnered with all UK home nations by signing deals with the Scottish, Welsh and Northern Irish football associations, building upon its existing partnership with the English FA.


BT sponsors all four home nation as football sponsorship accelerates ahead of Euro 2020

Earlier this year, the telecoms giant secured a £50m FA deal that it claimed was more than "just a branding exercise". It told The Drum this grassroots, women’s and disability football deal was helping put BT back at the heart of communities.

Now with the extension, it becomes exclusive lead partner across all four nations in a five-year deal lasting until 2024. Furthermore, the recently rebranded BT logo will appear on home nations' training kits from November.

Each nation is vying for a place at Euro 2020 where BT is expecting a boom of exposure on the condition of qualification.

Marc Allera, chief executive of BT’s consumer division, said: “To be the lead partner for all four nations across the UK is a proud moment for BT and supports our ambition to be a national champion across the UK. These partnerships will reach all areas of football, including grassroots football and communities across all four nations.”

Ian Maxwell, Scottish FA chief executive, said: “The partnership is designed to ensure BT’s commitment is visible at all stages of international football – from the men’s, women’s and disability national teams to youth national teams. It will also help the Scottish FA in its objective to inspire future generations of national team players and supporters.”

The deal excludes Northern Ireland's women’s team who have an existing partner.

Earlier this year, BT told The Drum how it will use the FA's home, Wembley Stadium, for which its mobile brand EE is 'connectivity partner' delivering 4G, 5G and wi-fi.

Hinting at where these partnerships could go, Pete Jeavons, marketing director for its consumer division, said: "The ability to own and create a connected stadium is unique within the UK.

"Being able to have a permanent presence somewhere that people can experience us is hugely important."

The latest move comes after Zaid Al-Qassab departed the chief marketing role in June for a spot at Channel 4. Al-Qassab’s role at BT was unclear following a shake-up of its marketing team in April, which resulted in the consolidation of marketing teams across its EE and BT brands.

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