Mobile operator reported to have signed a deal with the Football Association for it to have its name incorporated into the national stadium’s name
EE has signed a deal with the Football Association (FA) under which Wembley Stadium will be renamed to incorporate it.
According to a report in The Daily Telegraph today, negotiations between the two have concluded in a deal that will see the stadium known as ‘Wembley Stadium in association with EE’, ‘Wembley Stadium supported by EE’ or something similar.
The FA had made clear during discussions with potential sponsors that naming rights of the kind that may have seen the venue rebranded as the ‘EE Stadium, for example, were not for sale. Such deals that have gone through include Manchester City FC’s ground the Etihad Stadium, Arsenal FC’s ground the Emirates Stadium and English cricket ground The Kia Oval.
The newspaper reported in September the FA was exploring sponsorship opportunities for Wembley and was aiming to raise around £8 million a year from it.
The FA has been looking at this since the stadium opened in 2007 following a refurbishment that cost just under £800 million.