• Opening its doors this weekend, the EE 5G Superstore is the first of its kind, and will be available for fans to experience during the up-and-coming England Men’s International fixtures against Switzerland and Ivory Coast
  • Fans that visit the 5G powered superstore will be handed a smartphone to explore and purchase official England matchday merchandise, with an opportunity to take a selfie with Trent Alexander-Arnold’s virtual avatar
  • All proceeds from the EE 5G Superstore will be matched by a donation to Alzheimer’s Society, The FA’s Official Charity Partner

25th March 2022, London: EE invites football fans to experience the EE 5G Superstore at Wembley Stadium; a world first 5G powered augmented reality shopping experience guided by an avatar of England and Liverpool FC star, Trent Alexander-Arnold.

Opening for the England international friendlies against Switzerland and Ivory Coast on Saturday 26th March and Tuesday 29th March respectively, fans will be able to browse and purchase official England matchday merchandise through the magic of augmented reality.

Powered by EE’s 5G network, football fans will be handed smartphones allowing them to explore the virtual superstore, seamlessly view the AR football shirts from every angle and zoom in to minute details at the touch of their fingertips before making their purchase and leaving with their kit.

All proceeds from the EE 5G Superstore will then be matched via a donation to the Alzheimer’s Society. The charity is the FA’s official charity partner with the England vs. Switzerland fixture on Saturday 26th March dedicated to them to help raise funds and awareness for the cause.

Throughout the store, there will be a series of markers that fans can scan to view the kit, bringing it to life in a way that has never been seen before. As they walk through the store and experience the magic of AR first-hand, they will then be greeted by a virtual Trent Alexander-Arnold who will talk them through the Superstore showcasing the new England home shirt and directing fans as to how to make their way through the experience.

Shoppers will complete the AR experience at EE’s 5G Superstore by posing for a selfie with a virtual Trent Alexander-Arnold before they head into Wembley Stadium connected by EE to enjoy the game. 

England and Liverpool FC star, Trent Alexander-Arnold, said: “Being scanned at the volumetric studio to create my 5G powered avatar was like something from a sci-fi film. It was a really cool experience, and the final result looks great! I loved being turned into an avatar and seeing first-hand how augmented reality can create new experiences for fans, and I can’t wait to see it brought to life by EE 5G ahead of the Switzerland and Ivory Coast friendlies”.

Pete Jeavons, Marketing Communications Director at EE, said: “The EE 5G Superstore is an exciting new shopping experience that provides a glimpse into the future of retail. The possibilities 5G technology offers are endless and what better way to drive this forward than by working with our long-standing partners at the FA and Wembley Stadium to give England fans the chance to buy their kit in a new and innovative way”.

EE is the lead partner of Wembley Stadium, making it the most connected stadium in the world. Since the partnership kicked off in 2014, EE has introduced many forward-thinking technological advancements including EE’s publicly available 5G network, unlocking new capabilities, so customers are always a step ahead and fans are always connected.


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About EE

EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 and launched the UK’s first 5G network in May 2019.

EE has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and being named the UK's best network every year since 2014 for the following awards: The Mobile Choice Awards, The Mobile Industry Awards and by RootMetrics®.

As well as offering mobile services to consumers and small and medium businesses, EE also provides home and business broadband using both 4G and fixed line connections.

EE is committed to being number one for service in the industry and has nearly 600 shops across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.

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