The British Academy of Film and Television Arts has announced its annual film awards is to be renamed following the merger of Orange and T-Mobile.
The two mobile networks are now owned by EE, which recently changed its named from Everything Everywhere and now offers the UK’s first 4G mobile data services.
Following the launch of the EE brand, BAFTA’s film awards is to be known as the EE British Academy Film Awards.
The 2013 awards will be broadcast on BBC One on Sunday 10 February 2013 and will again be hosted by Stephen Fry.
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 2 for 1 cinema trips every Wednesday, and therefore our BAFTA partnership is ideal to help us communicate the EE brand values.”
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.”
