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In a surprise move, it's been confirmed that BT Mobile is making a comeback. This UK network stopped allowing new customers to join its service back in 2023, with BT favouring its EE brand instead. Now, in a major U-turn, this platform is being made available once again, with existing broadband users able to sign up for SIM deals. Details are currently limited, but it seems BT wants to bring its famous name back to UK homes. This comes after a number of years in which its sister company, EE, was the main focus for consumers.

CEO Allison Kirkby, who was appointed to the role in 2024, appears keen to revive the BT name amid concerns it could risk losing recognition among long-time customers.

"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 during an event from Wembley.

BT will now take on bigger network rivals such as Vodafone and O2 along with ever-popular smaller providers like Giffgaff, Tesco Mobile and SMARTY.

Pricing is yet to be announced, but it will see BT offering full connectivity - broadband, landline and smartphone SIM - under one roof and single monthly bill.

"This is a noble effort to stay relevant in a market where connectivity is no longer just about coverage, but resilience, scale and trust," analyst Paolo Pescatore 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."

In more news. BT also announced that it is to become the official telecoms partner for the UEFA Euro 28 football championship to be hosted by ‌Britain and Ireland.

"Brand matters, but it is only one part of a far bigger vision: reconnecting with users, households and businesses," added Pescatore.

"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."