EE announced as Title Sponsor for the British Academy Film Awards in 2013

EE is to become the title sponsor of the EE British Academy Film Awards, which take place on Sunday, 10th February 2013, replacing sister brand Orange.

The 2013 ceremony is to be Known as the EE British Academy Film Awards, whilst the Rising Star Award will now be mamed the EE Rising Star Award.

EE recently launched the UK's first superfast 4G mobile and fibre broadband network in eleven UK cities, along with a range of film offers for its customers, including two for one cinema tickets every Wednesday, as well as access to the new EE Film Store, which allows 4GEE customers to download and stream films on the go.

Commenting on the announcement, Spencer McHugh, Director of Brand, EE said: "BAFTA is one of our most treasured and collaborative brand partnerships, and we are excited to announce it as the first sponsorship property for the EE brand – continuing our company's sixteen year relationship with BAFTA.

"Film is at the heart of what EE will offer customers, from streaming films from our film store over our 4G network to two for one cinema trips every Wednesday, and therefore our BAFTA partnership is ideal to help us communicate the EE brand values. We are working closely with the great team at BAFTA to enhance the experience around the 2013 Awards and look forward to announcing some exciting activity in the coming months".

BAFTA Chief Executive Amanda Berry added: "We are enormously proud of our long-standing partnership. We share a passion for film and working together we have grown and developed the Film Awards into an exciting and vibrant event with a global audience. We are very excited about the new opportunities we can now explore with EE and look forward to sharing the very best in cinema and engaging with more film fans than ever before".

The award previously known as the Orange Wednesdays Rising Star Award will now be named the EE Rising Star Award. Created eight years ago in honour of casting director Mary Selway, the award honours a young actor or actress who has demonstrated exceptional talent and ambition and has begun to capture the imagination of the British public. Previous winners include Tom Hardy, Kristen Stewart, Noel Clarke, Eva Green and James McAvoy. The award will remain the only one at the EE British Academy Film Awards to be voted for by the British public.

The EE British Academy Film Awards will be broadcast on the BBC on Sunday, 10th February, 2013 and will be hosted by Stephen Fry.