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BT signs as Lead Partner of home nations football teams

Telecommunications giant BT has expanded its presence within British football by agreeing to become the Lead Partner of all four Home Nations football teams.

The five-year deal adds Wales, Scotland and Northern Ireland to the company’s existing partnership with the FA which has seen the telco sponsor the England football team since June 2019.

The partnership will see the BT logo feature across the front of all the nations men’s, women’s, youth and disability teams training kit from November this year.

The Northern Ireland’s women’s team is excluded, because it has an existing training kit partner.

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BT has indicated that the partnerships will involve a focus on developing grassroots football.

Ian Maxwell, Scottish FA chief executive, said: “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.”

Patrick Nelson, chief executive of the Irish FA, said: ‘’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.’’

Further details on the agreement will be released in the coming months. BT’s new brand and sponsorship strategy focuses on championing the brand in the UK.