BT unveils Wales deal as part of multi-year rebrand anchored in Home Nations football

October 8 – The Welsh FA has announced BT as its exclusive lead partner in a deal that will run until 2024.

Sponsor logos cannot be shown on international kits but the BT logo appear on all training kit worn by all men’s, women’s, development and disability teams from November.

The Welsh deal completes a series of BT deals with all the British home nations – England, Northern Ireland, Scotland and Wales – that is part of brand relaunch of the telecoms giant. All deals run through to 2024.

Marc Allera, chief executive of BT’s consumer division, said: “To be the lead partner for Welsh football is a proud moment for BT and supports our ambition to be a national champion across the UK. Our partnership will reach all areas of football, including grassroots football and communities.”

BT’s partnerships aim to connect with every level of the game and in particular to provide grassroots support.  More details of what that will look like will be revealed in the coming months, said a Football Association of Wales (FAW) press release.

At the elite level of the game BT’s involvement will cover qualifiers for the men’s and women’s teams across all four nations for next summer’s Euro 2020 and Euro 2021 finals tournaments.

Jonathan Ford, chief executive of the Football Association of Wales, said: “The FAW are delighted BT will become exclusive Lead Partner of our National teams. We are really excited about this partnership developing with the expertise and services that BT have to offer.”

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