Wembley Stadium Unveils Groundbreaking Partnership With EE

Wednesday, 26, February, 2014

EE's Olaf Swantee and Wembley's Melvin Benn

Wembley Stadium and EE have today announced that the UK’s most advanced digital communications company has become the inaugural lead partner for Wembley Stadium. The ground-breaking 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 March 2. The historic and world-renowned 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 – ensuring it sits alongside the most technologically advanced stadiums across the globe for years to come. Wembley will benefit from multi-million pound investment in its technological infrastructure over the course of the six-year partnership to offer visitors the best possible ‘sofa to seat’ experience.

As part of a planned ‘technology road map’ to be delivered during the six-year deal, future technological advancements from EE include mobile ticketing solutions, enhanced mobile network access and super-fast 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 new app offers fans a dynamic feed of event content as well as stadium and travel information and is available to download on Apple and Android devices from today.  

The collaborative partnership will be represented in a new composite logo – unveiled today – which unites the two organisations. This partnership will be referenced across all channels for both parties as Wembley Stadium connected by EE. As part of the partnership EE will also become a supplier to the England Men’s Senior Team and The FA Cup competition. 

Melvin Benn, Wembley Chairman, said: “We have been looking for the right partner to help us make sure that Wembley maintains its reputation for being one of the best sport and entertainment venues on the planet. 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 and unforgettable shared experiences. 

“Wembley Stadium marked its 90th anniversary in 2013 and this partnership shows that we’re looking to the future and ensuring that we fulfil our ambition to offer inspiring memories, whilst bringing innovation to the stadium at a much faster rate and providing services that are at the forefront of consumer engagement and technology.”

Olaf Swantee, CEO at EE, said: "We are extremely 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 ground-breaking deal allows us to extend the same vision and passion to the country's national stadium. Over the coming months, we will announce an exciting programme of upgrades and innovations to the existing infrastructure at Wembley that will ensure the stadium offers visitors a world class spectator experience for many years to come.”

Peter Daire, FA Group Head of Sponsorship, said: “I’m delighted that we have secured EE as Wembley Stadium Lead Partner. We have diligently taken our time, in collaboration with Wasserman, in sourcing a technology brand that shares our enthusiasm and commitment and EE will help to make the Wembley fan experience the best it can be”.

Further details of the partnership and enhanced visitor experience will be announced in due course.