BT broadband customers in the UK are set to receive an unexpected upgrade as BT Mobile prepares to relaunch after halting new sign-ups in 2023. The move marks a reversal of the company's previous strategy of prioritising its EE brand.
Existing BT broadband users will once again be able to access BT-branded SIM deals, though full pricing and plan details have not yet been announced. The company plans to bundle broadband, landline and mobile services under a single package and monthly bill.
CEO Allison Kirkby, who took the helm in 2024, appears determined to restore BT's prominence among UK households. “Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services,” she said at a Wembley event.
The relaunch will pit BT against major providers such as Vodafone and O2, as well as low-cost networks like Giffgaff, Tesco Mobile and SMARTY. Industry analyst Paolo Pescatore described the move as an attempt to stay relevant in a competitive telecoms market, noting that “the challenge now is execution”.
BT also announced it will become the official telecoms partner for UEFA Euro 2028, which will be hosted across Britain and Ireland. Pescatore called the deal “a major proof point — a platform to show scale, relevance and delivery”.
