Wembley stadium has signed a six-year technology and branding deal with mobile operator EE.
The stadium will not change its name. EE's deal starts with immediate effect, and the first event it will be involved in will be the Capital One Cup Final on 2 March.
The partnership aims to make the stadium the "most connected stadium in the world". Wembley says it will benefit from a 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.
EE is promising a range of technology advances, including mobile ticketing solutions, enhanced mobile network access and super-fast WiFi available for all visitors. 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 now.
The collaborative partnership will be represented in a new composite logo, 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 first team and The FA Cup competition.
Melvin Benn, Wembley chairman, said, “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.
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."