The company's bid to establish itself across the sport is the first concerted effort by a mobile brand to tap into the cream of British football. It has already sealed deals to become the mobile operator of choice for Manchester City and Chelsea and is close to deals with other Premiership and Championship clubs.
The operator plans to partner up to eight clubs through which it will offer mobile content such as video highlights and SMS alerts. It will also offer tailored phones to each club, with personalised content and special tariffs. Mark Hird, Orange's head of multimedia relations, said the phones would be sold only as part of exclusive agreements with the club's retail operations.
The benefit for Orange will come initially from marketing rights at stadia.
Long term, revenue will be generated by the provision of paid-for content.
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