Wembley Stadium signs up EE as first lead brand partner

Wembley National Stadium Ltd (WNSL) has partnered with EE in a six-year deal which sees the digital communications company become the inaugural lead partner for Wembley Stadium.

The six-year partnership, which sees Wembley sign a lead brand partner for the first time in its history, will commence with immediate effect, with the first event at the stadium being the Capital One Cup Final on 2 March. The name of the stadium will remain.

The partnership has been agreed between WNSL and EE on the basis of a shared ambition to make Wembley the most connected stadium in the world. Wembley will benefit from multi-million pound investment in its technological infrastructure over the course of the partnership.

As part of a planned ’technology road map’ to be delivered during the deal, future technological advancements from EE include mobile ticketing solutions, enhanced mobile network access and Wi-Fi available for all. EE customers will benefit from exclusive ticketing and marketing initiatives from late March.

The deal also includes the launch of a free app, the first bespoke app designed for Wembley visitors. The app offers users a dynamic feed of event content as well as stadium and travel information and is available to download on Apple and Android devices.

The collaborative partnership will be represented in a new composite logo, which unites the two organisations. As part of the partnership EE will also become a supplier to the England Men’s Senior Team and The FA Cup competition.

“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 shared experiences,” said Wembley Chairman, Melvin Benn.

Olaf Swantee, CEO at EE added: “We are proud to announce our partnership with Wembley Stadium. At EE, we are always looking for new ways to enhance digital lives across the UK and this deal allows us to extend the same vision and passion to the country’s national stadium. Our the coming months, we will announce a programme of upgrades and innovations to the existing infrastructure at Wembley.”

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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