Wembley Stadium to be renamed in Football Association deal with mobile phone company EE

Many of Britain?s best-known sporting venues have sold naming rights deals over the past decade, with Arsenal among the football clubs whose ground is known by the name of its sponsor. The Kia Oval, scene of some of England?s most memorable recent cricketing achievements, has had three different titles since first selling naming rights, by turns advertising an Australian brewer, an insurance company, and now a South Korean car manufacturer.

But neither Twickenham nor Lord?s, the headquarters of English rugby and cricket respectively, have yet sought to rename themselves in exchange for sponsorship.

The FA agreed a similar deal for the FA Cup, which is now officially known as the FA Cup Sponsored By Budweiser.

Wembley has a number of current commercial deals, but not a lead sponsor. These include a deal with Carlsberg as the ?Official Beer of Wembley Stadium? and commercial tie-ups in the food, soft-drink, confectionary and travel categories.

EE itself was renamed in September having previously been Everything Everywhere, a company formed when Orange and T-Mobile merged in 2010.

The FA has been seeking a lead sponsor for Wembley since the stadium was reopened in 2007. The first incarnation of the stadium was opened in 1923, when it was officially called the Empire Exhibition Stadium in a reference to Britain?s then-vast overseas territories, before becoming Wembley Stadium.

Source: http://telegraph.feedsportal.com/c/32726/f/568303/s/27a35ccf/l/0L0Stelegraph0O0Csport0Cfootball0Cteams0Cengland0C9810A0A150CWembley0EStadium0Eto0Ebe0Erenamed0Ein0EFootball0EAssociation0Edeal0Ewith0Emobile0Ephone0Ecompany0EEE0Bhtml/story01.htm

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