Scottish, Welsh and Northern Irish FAs all sign up with BT

UK telco expands lead partner role to all Home Nation soccer bodies.

8 October 2019 Tom Bassam
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UK telecommunications firm BT has signed a series of deals with the Scottish Football Association (SFA), the Football Association of Wales (FAW) and the Irish Football Association (IFA) to complete a sweep of exclusive lead partnerships with the Home Nations soccer bodies until 2024.

Earlier this year BT announced a five-year deal worth a reported UK£10 million (US$12.7 million) a year with the Football Association (FA), English soccer’s governing body, to sponsor the Three Lions training kit at all levels. The latest announcement extends that deal to all of the teams under the watch of the UK soccer bodies with the exception of Northern Ireland’s women’s teams, who have an existing deal with Electric Ireland. No values have been reported for the contracts.

BT’s partnership with all nations will activate in November with the qualifiers for the Euro 2020 and Women’s Euro 2021 tournaments.

Marc Allera, chief executive of BT’s consumer division, said: “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.”

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

BT has signed a series of deals with the Scottish FA, the FAW and the Irish FA 

UK telecommunications firm BT has signed a series of deals with the Scottish Football Association (SFA), the Football Association of Wales (FAW) and the Irish Football Association (IFA) to complete a sweep of exclusive lead partnerships with the Home Nations soccer bodies until 2024.

Earlier this year BT announced a five-year deal with the Football Association (FA), English soccer’s governing body, to sponsor the Three Lions training kit at all levels. The latest announcement extends that deal to all of the teams under the watch of the UK soccer bodies with the exception of Northern Ireland’s women’s teams, who have an existing deal with Electric Ireland.

BT’s partnership with all nations will activate in November with the qualifiers for the Euro 2020 and Women’s Euro 2021 tournaments.

Marc Allera, chief executive of BT’s consumer division, said: “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.”

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

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