BT broadband users are in for a surprise upgrade as the company announces the return of BT Mobile for existing customers. After halting new sign-ups in 2023 to focus on its EE network brand, BT is now reversing course to strengthen its long-established brand.
BT Mobile Returns
UK homes connected via BT Broadband will soon be able to access BT-branded SIM deals once again. The move signals a strategic shift under CEO Allison Kirkby, who took over in 2024 and aims 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," Kirkby said at an event at Wembley.
Competition and Bundles
The relaunch places BT in direct competition with major providers like Vodafone and O2, as well as low-cost networks such as Giffgaff, Tesco Mobile, and SMARTY. Although pricing is yet to be announced, BT plans to offer broadband, landline, and mobile SIM services together under one package and monthly bill.
Industry Reaction
Industry analyst Paolo Pescatore described the move as an attempt to stay relevant in a competitive telecoms market. "This is a noble effort to stay relevant in a market where connectivity is no longer just about coverage, but resilience, scale and trust," he told Express.co.uk. "The challenge now is execution. Ambition is one thing, but proving the network can support real-world demand at scale is what will ultimately determine success."
Euro 2028 Partnership
BT also revealed it will become the official telecoms partner for the UEFA Euro 2028 tournament, hosted across Britain and Ireland. "Brand matters, but it is only one part of a far bigger vision: reconnecting with users, households and businesses," Pescatore added. "The UEFA Euro 2028 deal is a major proof point — a platform to show scale, relevance and delivery. Sport is one of the few things that can still unite a nation. It cuts through, creates shared moments and builds the kind of emotional attachment that few other platforms can match."
