BT Mobile is back from the dead

BT Group has officially revived its BT Mobile brand as part of a major refresh of its UK consumer offerings.

The announcement was made on Thursday (7 May 2026) at an event at Wembley Stadium, where BT confirmed its role as the Official Telecommunications Partner of UEFA EURO 2028, which will be hosted across the UK and Ireland.

The revived BT Mobile service will launch as a simple, no-frills option aimed squarely at BT’s existing broadband customers.

It will offer basic 30-day rolling SIM-only contracts with capped data allowances. Customers wanting handset bundles or unlimited data plans will still be directed to EE.

This marks the return of a consumer mobile brand under the BT name after it was effectively phased out in favour of EE several years ago.

The move is designed to give BT broadband households an easy, low-commitment mobile add-on without overlapping with EE’s premium positioning.

A refreshed multi-brand strategy

BT said it is moving away from the 2022 simplification drive, which had seen EE become the main consumer brand while BT focused more on enterprise and global services.

Under new CEO Allison Kirkby, the group has shelved parts of that plan to avoid alienating loyal (particularly older) customers and is now embracing a clearer multi-brand approach:

• BT – Core heritage brand for broadband, landline and now mobile bolt-ons.
• EE – Flagship for premium mobile, handset deals and unlimited data.
• Plusnet – Remains focused on basic, no-frills broadband and landline services.

The refreshed strategy will be backed by BT’s biggest marketing campaign in a decade, the group said.

Starting on Friday (8 May ), BT will roll out the ‘Behind Brilliant Things’ campaign across TV, outdoor, press and digital platforms.

The ads will lean heavily on BT’s British heritage, featuring the iconic BT Speaking Clock (launched in 1936) and the classic red telephone box, while showcasing how BT powers everyday connectivity, supports emergency services and blocks millions of scam attempts daily.

The campaign coincides with BT’s new UEFA EURO 2028 partnership.

As official telecoms partner, BT will provide connectivity at stadiums and team base camps, deliver fan experiences such as public screenings and eSIM services, and commit to major network upgrades.

BT has promised a 20% performance boost to its mobile network in host cities (London, Glasgow, Manchester, Cardiff, Newcastle) and nationwide by 2028, using advanced Ericsson RAN Coordination technology.

It is also developing eSIM services for international and domestic roamers.

“UEFA EURO 2028 is a perfect example of a brilliant moment that BT sits behind,” said Allison Kirkby, Chief Executive of BT Group.

“It will be an event of national significance that will connect the UK and a global community of fans, leveraging the unique strength of BT’s networks and technologies to deliver unforgettable experiences for fans, customers and the country.”

Kirby added that the group has invested heavily in its networks in recent years.

“This is now the moment to invest even further in our brands, products and services, so that more of our customers and more of the country can experience and benefit from being connected by BT.”

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