BAFTA awards will henceforth be known as the EE British Academy Film Awards.
You can't buy awards, but when it comes to the BAFTAs you can certainly sponsor them.
The British Academy of Film and Television is switching up its corporate partners for its annual film awards ceremony. That means it's out with telecom company Orange, and in with 4G mobile and broadband network EE.
The overhaul will require some rechristening of BAFTA's hardware. After 15 years with Orange in the title, the ceremony will now be known as the EE British Academy Film Awards. Moreover, its award for best newcomer will now be named the EE Rising Star Award.
The BAFTAs are the U.K. equivalent of the Oscars. EE is a sister company of Orange, so the shakeup is not seismic.
The EE British Academy Film Awards will be broadcast on the BBC on Feb. 10, 2013 and will be hosted by satirist Stephen Fry.