BT has launched a multimillion-pound campaign to revive its consumer brand, bringing back BT Mobile and cyber security products under its own name. After years of prioritizing EE, the telecom group is sponsoring UEFA Euro 2028 as part of CEO Allison Kirkby's strategy to leverage the BT brand's heritage and deep consumer trust in the UK market.

The reversal marks a significant strategic shift from Kirkby's predecessor Marc Allera, who discontinued BT Mobile products three years ago to focus on EE. Research revealed strong consumer recognition of BT, which still serves tens of millions through Openreach's broadband infrastructure. The new BT Mobile offering will target existing broadband customers who value security and reliability.

BT maintains its multi-brand approach with EE, Plusnet, and newly revived BT, targeting different market segments. The relaunch echoes the company's successful 2013 introduction of BT Sport, which revitalized the brand's relevance. Gillies emphasized the distinct identity of all three brands, positioning BT as the trusted provider for customers who prioritize support and reliability above all else.