 Microsoft Corp. announced a seven-figure sponsorship deal with the owners of London’s iconic Wembley Stadium, home of the England national soccer team. The five-year deal makes Microsoft the stadium’s first “founding partner,” a title the stadium is reserving for only its largest sponsors and which comes loaded with perks.
Wembley will be wired with the latest information technology from Microsoft as it enters the final stages of its $1.3 billion rebuilding.
 In return, Microsoft’s logo will be seen by millions passing through the stadium’s turnstiles when it reopens in May 2006, as the deal allows the company to place 100 branded “plaques” around the stadium. The Redmond, Wash.-based Microsoft will also get a box on the halfway line and exclusive use of the 90,000-seat venue for one day each year.
Barley said that Microsoft was drawn by the challenge of producing the huge technology infrastructure needed by a venue of Wembley’s size as well as the branding opportunity.
Wembley said it hopes to announce three more big-name sponsors soon. Brewer Carlsberg U.K. Ltd. said it is in negotiations about a deal. Wembley declined to comment on reports that it is also holding talks with sports clothing firm Umbro PLC.
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