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When is a name not a name? Well, when it's associated with the most famous football stadium in the World - Wembley.
According to the The Daily Telegraph the Football Association are considering renaming Wembley Stadium in a controversial move that has alreday outraged fans.
So, Wembley is looking for a lead partner and there have been reports it is close to signing a deal with phone giant EE (EE was formed when Orange and T-Mobile merged in 2010) that would see the national stadium renamed 'Wembley Stadium in association with EE'.
An FA spokesman said: "There are no naming rights available for Wembley Stadium and there is nothing to report about any rights deals being signed with any company at present."
The proposed deal is worth a reported £2million-a-year,which all things considered, seems preety cheap by top line sponsorsip levels.
The FA has history,having agreed a similar deal for the FA Cup, which is officially known as the FA Cup Sponsored By Budweiser.
The row seems set to rumble on.