BT signs with home nations to boost grassroots football

Multi-year deal will see BT become exclusive lead partner across all four nations

BT has signed a deal to partner with the SFA, FAW and IFA and will aim to develop grassroots football across the country. The deal will last until 2024 and will see all four nations men’s, women’s, youth and disability team wearing training kits sponsored by BT from November.

Earlier this year, the telecommunications company announced a new five-year deal with the Football Association with the new training kit being worn by the England Women’s team at the World Cup and the men’s team at the Nations League Finals.

BT consumer division CEO Marc Allera 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.”

The partnership has been welcomed by the Irish, Welsh, and Scottish FA.