EE and the British Academy Film Awards have signed a deal that will see the brand partnership continue through 2018 and 2019. The annual awards ceremony will continue to be known as the EE British Academy Film Awards, and the EE Rising Star Award, now in its twelfth year, will remain an integral part of EE’s side of the partnership.
Marc Allera, CEO at EE, said ‘Each year we challenge ourselves to continue innovating and pushing the boundaries of what is one of the longest running brand partnerships in our industry, as we aim to bring the magic of the movies a little closer for film fans and our customers. The partnership is extremely important to us as a brand with the reach, talent access and content opportunities it offers us.'
EE has used the event as a test-bed for technical innovations including a 360-degree red carpet show and 4G-enabled EE Fanbots bringing fans and customers closer to the action. EE also created a new Snapchat filter enabling those watching the night’s proceedings the chance to share videos of themselves holding a virtual EE Rising Star Award.
The awards ceremony was originally sponsored by Orange for sixteen years until new parent brand EE launched in 2012. EE became the title sponsor in 2013, and this year’s ceremony, which took place on February 12th, was the fifth year that EE was the headline partner and the first time since becoming part of BT Group.