EE and FAW renew lead partnership agreement 

EE will continue to be the exclusive lead partner of the Football Association of Wales and the other Home Nations football teams until 2028.

The four-year extension will see the EE logo continue to appear on all training kits worn by all Cymru men’s and women’s national teams up until 2028.

Through the partnership EE has assisted the FAW to elevate the game and positively impact society across the country. This latest announcement will mean that EE will continue to invest in all levels of football with a specific focus on growing the women’s game. 

Pete Jeavons, Marketing Communications Director at EE said: “At EE, we pride ourselves on our longstanding partnerships with the UK’s leading cultural institutions, investing in the things that matter most to our customers.

“Since the partnership began, we have worked with the Home Nations football associations to use football as a catalyst for change, addressing important societal issues such as racism, misogyny, homophobia and accessibility in football, while coming up with innovative new ways to encourage different communities to take up the sport.”

Sharon Tuff, Chief Commercial and Engagement Officer at the FAW added: “We are delighted to continue our partnership during this exciting and transformative time for football in Wales. 

“Under Rhian Wilkinson, our Cymru Women’s National Team are one of only two home nations to qualify for this summer’s UEFA Women’s EURO 2025 finals. This will be our very first appearance at a major tournament and Cymru will be looking forward to making history by rapidly scaling up participation for women and girls across Wales as part of that legacy. 

“With the injection of optimism and renewed vigour under Craig Bellamy, our Cymru Men’s National Team are determined to qualify for a third FIFA World Cup in 2026 and we will continue to use on pitch success to inspire the joy, health and wellbeing of Wales, and look forward to collaborating with EE to create more cohesive communities and better outcomes for people through football in Wales.” 

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