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SBD Global/November 29, 2012/Marketing and Sponsorship

Wembley Stadium To Sign Naming-Rights Deal With Mobile Brand EE

British mobile brand  EE "is set to be the naming partner of Wembley Stadium," according to John Reynolds of MARKETING MAGAZINE. The FA "has been in the market seeking a commercial partner involving the national stadium." It "is hoping to raise around £8M ($12.8M) a year from a commercial deal," and sources said that EE "is close to signing the deal." The agreement "will not mean that the Wembley name is given over to a corporate sponsor, as the FA believes this would alienate fans, but it is likely to mean that EE will form part of the name, such as 'Wembley in association with EE.'" Wembley "has a number of current commercial deals, but not a lead sponsor." A deal between the FA and EE "would mark EE's first foray into football." However, its Orange and T-Mobile brands "have a heritage in the sport" (MARKETING MAGZINE, 11/28).
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