EE unveils the world's most technologically advanced stadium tour at Wembley

  • New high-tech Wembley tour will launch on Monday 18 July and features the EE SmartGuide to enhance the experience
  • The EE SmartGuide is a bespoke connected device given to each tour participant featuring innovative new content
  • 360 video and augmented reality delivered via the EE SmartGuide will allow visitors to re-live epic stadium moments enhancing the tour experience
  • Visit to purchase tickets for the new tour from 18 July

EE, in partnership with Wembley Stadium, has unveiled the world’s most technologically advanced stadium tour bringing together the unique history of the England’s national stadium with the most advanced mobile technology via the EE SmartGuide.

The innovative Wembley connected by EE tour launches on 18 July and sees the introduction of a world-first digital platform on the EE SmartGuide – a bespoke connected device given to each tour participant. 360o video and augmented reality delivered via the EE SmartGuide will allow audiences to re-live key sporting and music moments whilst exploring the iconic ground.

Thanks to cutting edge Beacon technology, tour participants will be able to receive stats, imagery and video on the handset at select locations within the stadium to enhance the tour experience, including the crossbar from the 1966 World Cup Final, the players changing room and the stadium press room. A 360ovideo feature will overlay footage of live events in the stadium bowl to bring Wembley to life.

Mat Sears, director of communications at EE said: “The partnership between EE and Wembley Stadium has been focused on bringing the best connectivity to the best stadium and our investment in the Wembley tour marks another major step in enhancing live stadium events with the power of technology. From launch, the revamped tech-enhanced tour will further cement the stadium’s position as one of the most connected in the world.”

Gordon Banks, OBE, attending the tour launch, said: “It is incredible to see the evolution of the home of English football. The stadium is hugely impressive and this latest move from EE is the next step in bringing technology closer to live sport. For me, it’s incredible to see some of my favourite memories being enjoyed by so many as part of the Wembley tour.”

Julie Harrington, FA operations director commented: “From England’s glorious World Cup victory in 1966, Ed Sheeran’s three night sold out residency, to the ongoing tradition of The Emirates FA Cup Final - Wembley Stadium has been home to some of the greatest moments in both football and entertainment. We’re thrilled to be launching a brand new Wembley Stadium Tour in partnership with EE to uncover these historical moments and offer a behind-the-scenes experience at the most famous stadium in the world.

With the addition of the new EE SmartGuide, we can now offer a truly immersive and multisensory experience to visitors. This innovative technology will enhance the tour experience and bring the history of the stadium to life, whilst the continued presence of our tour guides will offer a personal touch and charm as visitors explore the stadium. We hope that the improved tour experience will ensure that Wembley Stadium remains a must-see London attraction.”

To purchase tickets for the new tour visit from 18 July.

‘66 Exhibition

The launch of the new connected tour also coincides with the 50th anniversary of England’s World Cup win. As part of the celebrations, Wembley Stadium will showcase the largest collection of 1966 memorabilia with some never before seen items and other iconic pieces including the Jules Rimet World Cup Trophy, as lifted by Bobby Moore, the England Captain, on 30 July 1966, and the ball from the Final.

For more information about EE, please visit

For more information about The FA and Wembley Stadium, please visit

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For more information, please contact M&C Saatchi PR:

Lucy Keogh / / 0207 544 3821

About EE

EE, part of BT Group, is the largest and most advanced mobile communications company in Britain, delivering mobile and fixed communications services to consumers.

EE runs the UK's biggest and fastest mobile network, having pioneered the UK's first superfast 4G mobile service in October 2012 and is the first European operator to surpass 15 million 4G customers. EE's 4G coverage today reaches more than 96% of the UK population, equal to more than 60% of the UK geography. EE plans to extend 4G to 95% geographic coverage by 2020, further than any UK network has ever taken mobile overage.

In the last few years, EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network at the 2014 and 2015 Mobile News Awards; Best Consumer Network at the 2014 & 2015 Mobile Industry Awards; Best Network at the 2014 & 2015 Mobile Choice Consumer Awards, and Best Network at the What Mobile Awards 2014; Fastest Network at the 2014 and 2016 uSwitch Mobile Awards; Best Mobile Network at the 2014 Recombu Awards, and Winners of Best Connected Gadget at the Mobile Choice Consumer Awards 2015.

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