BT signs with all home nations to boost grassroots football as the new lead partner of England, Scotland, Wales and Northern Ireland
- BT signs multi-year deals with the SFA, FAW and IFA to become the exclusive lead partner across all four nations
- BT secured a five-year lead partner deal with The FA in June and will now champion all Home Nations, with specific focus and investment across grassroots, women’s and disability football
- The new BT logo to appear on Home Nations training kits from November.
BT has signed a series of deals to become the exclusive lead partner of all Home Nations football teams until 2024. The partnership with all four nations will see the BT logo appear on training kit worn by Men’s, Women’s, Youth and Disability Teams from November*.
Earlier this year BT announced a new five-year deal with The FA with new BT branded training kit worn by the England Women’s team at the World Cup and the Nations League Finals for the England Men’s Team.
Extending BT’s partnership with The FA, BT will now support all UK Home Nations, partnering with the SFA, FAW and the IFA. BT’s partnership with all nations will start in November when the men’s and women’s teams will be aiming to cement their place at next summer’s Euro 2020 and continue the qualification process for Euro 2021 tournaments respectively.
More details about the broader ambitions of the partnerships will be revealed in the coming months and is part of a wider new BT brand and sponsorship strategy, to champion the UK.
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: “We look forward to a successful and enduring partnership with BT to reinforce Scottish football’s position as the national sport. 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.”
Jonathan Ford, Chief Executive of the Football Association of Wales, said: “The FAW are delighted BT will become exclusive Lead Partner of our National teams. We are really excited about this partnership developing with the expertise and services that BT have to offer.”
Patrick Nelson, Irish FA Chief Executive, said: “We are delighted to welcome BT as the title sponsor of our men’s, boys’ and disability teams. The deal with BT will also allow us to develop the game further at all levels in Northern Ireland and we are confident it will be a positive partnership for both ourselves and BT. We are confident BT’s support will be of immense benefit to the association as we strive to promote, foster and develop football for all in Northern Ireland.”
*Currently excludes Northern Ireland Women’s team who have an existing partner.
BT’s purpose is to use the power of communications to make a better world. It is one of the world’s leading providers of communications services and solutions, serving customers in 180 countries. Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to its customers for use at home, at work and on the move; broadband, TV and internet products and services; and converged fixed-mobile products and services. BT consists of four customer-facing units: Consumer, Enterprise, Global and Openreach.
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