EE in brief
- Rank: #57 of 100 in UK's Most Powerful 100 Brands 2026; #3 of 3 in Telecom.
- WCRC Power Score: 64.76 out of 100.
- Founded: 2010, by Merger of Orange UK and T-Mobile UK (joint venture of France Telecom and Deutsche Telekom).
- Owner: BT Group plc, London, England.
- Leadership: Allison Kirkby, Chief Executive of BT Group.
- Latest revenue: £19.7bn revenue (FY2026, year to Mar 2026, -3.0%), group revenue of BT Group plc, as per company filings.
What makes EE powerful
EE is the brand BT has chosen to lead its consumer business, covering mobile, home broadband and TV. Its network strength is central to that role: BT's 5G customer base grew 10% to 14.5 million in the year to March 2026, 5G+ population coverage rose to 73% from 43%, and consumer postpaid mobile customers increased by 104,000.
EE also benefits from BT's full-fibre build through Openreach, which passed a record 4.8 million premises in the year and now reaches 23 million, more than two-thirds of the UK. That lets EE sell fast broadband and mobile bundles nationally. Backed by a group with £19.7bn of revenue and growing profits, the brand is well placed to cross-sell as the network investment peak passes.
EE's parent BT Group passed a record 4.8 million premises with full fibre in the year to March 2026.
Why EE ranks #57
EE ranks 57th with a WCRC Power Score of 64.76, just behind its parent brand BT and ahead of Ocado. Positioning and recall (68) and product and innovation (68) are its strongest pillars, reflecting 5G growth and its role as BT's lead consumer brand. Digital and financial strength (64) is steady, but trust (62) and sustainability and governance (60) are weaker, as falling group revenue and broadband line losses weigh on it.
The Achilles' heel
EE operates in a crowded, price-sensitive market. BT Group revenue fell 3% in the year to March 2026, consumer broadband and postpaid mobile ARPU both fell 1%, and BT lost 825,000 broadband lines, expecting about 800,000 more losses this year. Rivals such as VodafoneThree and Virgin Media O2 are investing heavily to win share.
The 2026 story
BT Group's May 2026 results showed revenue down 3% to £19.7bn but reported pre-tax profit up 8% to £1.4bn. EE's 5G base grew to 14.5 million and 5G+ coverage reached 73% of the population. BT's full-fibre footprint reached 23 million premises, with a 25 million target by December 2026. Chief executive Allison Kirkby continues to focus the group on EE as its consumer brand while cutting costs.
Pillar profile
Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.
Versus its nearest rivals
Questions people ask
What rank is EE in WCRC's UK's Most Powerful Brands 2026?
EE ranks #57 of 100 in WCRC's UK's Most Powerful 100 Brands 2026, with a WCRC Power Score of 64.76 out of 100.
What makes EE powerful?
A major UK mobile network brand with growing 5G coverage, now also the lead brand for BT's consumer broadband.
What is EE's revenue?
£19.7bn revenue (FY2026, year to Mar 2026, -3.0%), group revenue of BT Group plc, as per company filings.
Who founded and owns EE?
EE was founded in 2010 by Merger of Orange UK and T-Mobile UK (joint venture of France Telecom and Deutsche Telekom). It is owned by BT Group plc and based in London, England.
Who leads EE?
Allison Kirkby, Chief Executive of BT Group.
What is EE's biggest challenge?
Price competition and continued broadband line losses hold back revenue growth.
Also featured in
Key facts
| Brand | EE |
|---|---|
| Company / owner | BT Group plc |
| Headquarters | London, England, United Kingdom |
| Founded | 2010 |
| Founder(s) | Merger of Orange UK and T-Mobile UK (joint venture of France Telecom and Deutsche Telekom) |
| Leadership | Allison Kirkby, Chief Executive of BT Group |
| Latest revenue | £19.7bn revenue (FY2026, year to Mar 2026, -3.0%), group revenue of BT Group plc, as per company filings |
| Sector | Telecom |
| Website | ee.co.uk |
| Home country | United Kingdom |
Sources
- Annual report and published financial results of BT Group plc
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
