BT has built on its professional relationship with the English FA by signing a partnership with all UK home nations in an attempt to boost grassroots football.
The deal, which involves England, Scotland, Wales and Northern Ireland, sees BT become the exclusive lead partner of the nations until 2024. As a result, the BT logo is set to appear on the training kits worn by Men’s, Women’s, Youth and Disability Teams as from November.
Ian Maxwell, Scottish FA Chief Executive, discussed the deal: “We look forward to a successful and enduring partnership with BT to reinforce Scottish football’s position as the national sport.
“The partnership is designed to ensure BT’s commitment is visible at all stages of international football – from the men’s, women’s and disability national teams to youth national teams. It will also help the Scottish FA in its objective to inspire future generations of national team players and supporters.”
The move comes after BT announced a new five-year deal with The FA that saw BT branded training kits worn by the England Women’s team and the England Men’s team over the summer at the Women’s World Cup and the Nations League Finals respectively.
Jonathan Ford, Chief Executive of the Football Association of Wales, added: “The FAW are delighted BT will become exclusive Lead Partner of our National teams. We are really excited about this partnership developing with the expertise and services that BT have to offer.”
Extended details surrounding the partnerships is yet to be revealed however, with all four countries competing for a place at Euro 2020, BT looks set to receive an increase in brand exposure should the home nations achieve qualification.
Patrick Nelson, Irish FA Chief Executive, stated: “We are delighted to welcome BT as the title sponsor of our men’s, boys’ and disability teams. The deal with BT will also allow us to develop the game further at all levels in Northern Ireland and we are confident it will be a positive partnership for both ourselves and BT. We are confident BT’s support will be of immense benefit to the association as we strive to promote, foster and develop football for all in Northern Ireland.”
Northern Ireland’s women’s team is excluded from the deal as the side has an existing partner.
Marc Allera, Chief Executive of BT’s Consumer Division, concluded: “To be the lead partner for all four nations across the UK is a proud moment for BT and supports our ambition to be a national champion across the UK. These partnerships will reach all areas of football, including grassroots football and communities across all four nations.”
