EE has announced a six year deal with Wembley Stadium whereby EE will become the lead brand sponsor (the first time there has ever been one), and Wembley will benefit from EE’s know-how to apparently become the “most connected” stadium in the world.
The deal is effective immediately, and the first big event to take place under EE’s influence will be the Capital One Cup Final this Sunday, 2 March, between Manchester City and Sunderland.
Don’t worry that you’ll be off to “Wembley EE” this weekend to see the big game – or “WemblEEy” even – because there will be no name change, and the famous venue will remain named as it has always been.
EE will pump multiple millions into Wembley to improve its technological infrastructure across a number of fronts, including mobile ticketing services, and of course better mobile surfing, with access to super-fast Wi-Fi being planned for all fans packed into the stadium. Which will take some doing to avoid wireless congestion…
And speaking of tickets, EE subscribers will naturally get perks including early access to ticket sales before they go on release to the public, and indeed promotions giving away freebie tickets.
An app is also being pushed out (naturally) which will give visiting fans updates on the event taking place, as well as information on the stadium and travel details. It’s out now and you can download it for iOS and Android devices.
Olaf Swantee, CEO at EE, commented: "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.”
Wembley celebrated its 90th anniversary last year.