T-Mobile renews sponsorship link to England team

T-Mobile is poised to sign a four-year deal with the Football Association, renewing its association with the England team. The move comes as Deutsche Telekom prepares to replace the One 2 One name with T-Mobile.

The firm will tie its name to either the FA's youth, men's or community-based England sponsorship categories.

The deal will build on One 2 One's sponsorship of the Charity Shield - the FA's football season curtain-raiser, as well as being the FA's official telecoms partner.

It joins kit maker Umbro, an 'elite' sponsor and Nationwide, which is to support women's football-based initiatives.

Separately, Next week sees Nationwide kick off its first brand advertising since appointing Leagas Delaney at the end of last year. The ads aim to position the UK's biggest building society as a consumer champion, traditionally the territory of financial services rivals Halifax and Virgin.

The creative execution gives examples of how Nationwide has integrity and emphasises how its mutual status works to the benefit of its members.

The ad is accompanied by Every Breath You Take by The Police and carries the strapline 'Proud to be different'.

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