EE launches new ad campaign to promote BT Sport offer


Adverts will feature football figures including former England captain Rio Ferdinand, Manchester United manager Jose Mourinho and former West Ham and Spurs boss Harry Redknapp

EE has launched a new ad campaign promoting an offer that will see its pay-monthly contract base get six months free access to BT Sport.

The operator launched the offer this week, with the campaign – entitled ‘Breaking Sports News’ – will air across commercial channels.

The offer is the first integrated deal following BT’s £12.5 billion acquisition of EE, which was completed in January. EE contract and SIM-only customers on consumer and business tariffs will get six months of free access to BT Sport through the BT Sport app.

It will feature the face of EE, Kevin Bacon, as a football pundit alongside ex-England international Rio Ferdinand. They are interrupted by “breaking news” that EE has signed BT Sport for customers, with reactions from some of football’s biggest names including Liverpool manager Jurgen Klopp; Claudio Ranieri, who last season led Leicester to its championship win; and Manchester United boss Jose Mourinho.

The reactions include Klopp saying: “The best word I can say to describe this would be boom!”, and Ranieri exclaiming: “Dilly ding, dilly dong!”

EE MD of digital comms and innovation Max Taylor said: “This is the one of our biggest integrated brand campaigns to date for one of our most exciting customer offers since we launched EE.

“We know how much our customers like watching content on the go – particularly sport – and this offer is a fantastic example of the added benefits our customers get now that we’re part of BT Group. We are always looking at new ways to showcase the quality of our unrivalled superfast 4G network and providing the best content for our customers is an important part of that.”