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."