BT Cellnet signs England team in £5m rugby deal

LONDON BT Cellnet has extended its sponsorship of the England rugby union team in a deal thought to be worth close to £5m over four years.

The company first became team sponsor in 1995 when it signed a £3.5m deal to become England’s shirt sponsor. The new deal takes BT

Cellnet’s sponsorship past the next Rugby World Cup.

Kent Thexton, director of marketing at BT Cellnet, said: ’Our

sponsorship of the England rugby team has been very successful in

driving awareness of our brand to the fast growing mobile market.’

Francis Baron, chief executive of the Rugby Football Union, said: "We

have established a good working relationship with BT Cellnet and its

support of English rugby has been much appreciated."

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content