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EE Set For Commercial Tie-up With Wembley

Thu 29th Nov 2012 | Football Sponsorship

EE, the recently created mobile brand, is reported to be the naming partner of Wembley Stadium.

According to Marketing Magazine, The FA is hoping to raise around £8m a year from a commercial deal with EE reportedly close to signing a deal in the coming weeks.

However, the deal is not expected to see the Wembley name replaced by the corporate sponsor, it is likely to mean that EE will form part of the name, such as "Wembley in association with EE".

Wembley has a number of current commercial deals, but not a lead sponsor. These include a deal with Carlsberg as the "Official Beer of Wembley Stadium" and commercial tie-ups in the food, soft-drink, confectionary and travel categories.

EE was formed in September, from the 2010 merger of Orange and T-Mobile.

A deal between the FA and EE would mark EE's first foray into football. However, its Orange and T-Mobile brands have a heritage in the sport.

T-Mobile has sponsored a number of football teams, including being the current sponsor of Bayern Munich. The Orange brand has been a sponsor of the French football league

The FA declined to comment. EE was unavailable for comment.

Posted by: Aaron Gourley

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