By Rebecca Stewart

Following the wildly successful 2019 Fifa Women’s World Cup, and against the backdrop of an increase in the viewing and participation of disability sports, BT has unleashed a nuanced and ambitious strategy that will underpin its five-year sponsorship deals with the English, Scottish, Welsh and Irish football associations.

Its marketing team hopes the blueprint will ensure consumers see its brand as one that “breaks down barriers” to playing and supporting the beautiful game.

Last year, the telecoms giant announced a £50m partnership with the FA in England, filling the gap left vacant by Vauxhall two years previous. Since then it’s Read full story ›

Source: The Drum