The governing bodies of English, Scottish, Welsh and Northern Irish football have renewed each country’s national teams’ partnership with telecommunications firm EE.
England’s Football Association (FA), the Scottish Football Association (SFA), Irish Football Association (Irish FA) and the Football Association of Wales (FAW) have all approved four year renewals with EE.
EE branding will remain on the training kits of the men’s and women’s national football teams of England, Scotland, Wales and Northern Ireland. It will also sponsor the Scottish national youth team, the English FA Disability Cup and England’s Para Lions disabled football team.
In the case of the England partnership EE’s deal also includes a stadium element. The company is set to continue as the title partner of Wembley Stadium and continue to provide 4G and 5G services to the stadium.
“We look forward to continuing our relationship with EE as lead partner for four more years,” said James Gray, Commercial Director at England’s FA.
“Over the years, we have worked collaboratively with EE across all levels of football, and I am particularly delighted to see an increased investment in our para teams.
“This is great news ahead of an important year which includes our senior women’s team competing at EURO 2025 and the men’s team starting their 2026 World Cup qualifying campaign under new head coach Thomas Tuchel.”
EEs Home Nations push
EE has been a partner of the national teams of the Home Nations – the four constituent countries making up the UK – for the past four years. The partnerships have included extensive marketing during tournaments involving these teams.
This has afforded EE a lot of visibility during the FIFA World Cup and UEFA Euros. It also ensures that the company maintains visibility across the UK and across different dividing lines of football loyalty, even when rival home nations clash.
Brendan Napier, Commercial Director of Scottish Football Marketing, the Scottish FA’s marketing venture, cited EE’s partnership over the past four years as ‘incredibly beneficial’ to Scottish football across all levels.
“EE reinforcing their commitment to Scottish football through this four-year renewal is a tremendous boost to all levels of the game – from our senior national teams, right down to grassroots football,” he said.
“The renewed partnership will help us in our objectives to continue to grow the national game and make it accessible to all who want to participate, thereby cultivating the amazing social, mental and physical benefits that our wonderful sport has to offer for as wide a group as possible.”
The partnership renewal comes at a pivotal time in British football, with the government pushing forward legislation to regulate the sport in England including by creating a national football watchdog.
Meanwhile, three of the UK’s four Home Nations – minus Northern Ireland – and the Republic of Ireland are preparing to host Euro 2028. The cross border tournament will likely bring with it substantial marketing opportunities, and each FA will be keen to capitalise on any changes to generate additional commercial revenue.