EE will become the title sponsor of the EE British Academy Film Awards, which take place on Sunday 10 February 2013, replacing sister brand Orange.
EE recently launched the UK’s first superfast 4G mobile and fibre broadband network in 11 UK cities, along with a range of film offers for its customers, including two for one cinema tickets every Wednesday, as well as access to the new EE Film Store, which allows 4GEE customers to download and stream films on the go.
Commenting on the announcement, Spencer McHugh, Director of Brand, EE said: “BAFTA is one of our most treasured and collaborative brand partnerships, and we are excited to announce it as the first sponsorship property for the EE brand – continuing our company’s 16 year relationship with BAFTA. Film is at the heart of what EE will offer customers, from streaming films from our film store over our 4G network to two for one cinema trips every Wednesday, and therefore our BAFTA partnership is ideal to help us communicate the EE brand values. We are working closely with the great team at BAFTA to enhance the experience around the 2013 Awards and look forward to announcing some exciting activity in the coming months.”
BAFTA Chief Executive Amanda Berry added: “We are enormously proud of our long-standing partnership. We share a passion for film and working together we have grown and developed the Film Awards into an exciting and vibrant event with a global audience. We are very excited about the new opportunities we can now explore with EE and look forward to sharing the very best in cinema and engaging with more film fans than ever before.”
The award previously known as the Orange Wednesdays Rising Star Award will now be named the EE Rising Star Award. Created eight years ago in honour of casting director Mary Selway, the award honours a young actor or actress who has demonstrated exceptional talent and ambition and has begun to capture the imagination of the British public. Previous winners include Tom Hardy, Kristen Stewart, Noel Clarke, Eva Green and James McAvoy. The award will remain the only one at the EE British Academy Film Awards to be voted for by the British public.
The EE British Academy Film Awards will be broadcast on the BBC on Sunday 10 February 2013 and will be hosted by Stephen Fry.
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EE is the UK’s most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and is the first company in the UK to provide 4G mobile services alongside fixed-line fibre.
EE is the company that runs the Orange, T-Mobile and EE brands in the UK.
Its 4G service will cover a third of the population by the end of 2012 and its fibre service will cover 50% of the population by the end of the year.
EE’s mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G.
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The British Academy of Film and Television Arts is an independent charity that supports, develops and promotes the art forms of the moving image by identifying and rewarding excellence, inspiring practitioners and benefiting the public. In addition to its Awards ceremonies, BAFTA has a year-round Learning & Events programme that offers unique access to some of the world’s most inspiring talent through workshops, masterclasses, lectures and mentoring schemes, connecting with audiences of all ages and backgrounds across the UK, Los Angeles and New York. BAFTA relies on income from membership subscriptions, individual donations, trusts, foundations and corporate partnerships to support its ongoing outreach work. For further information, visit www.bafta.org .