BT and Global, the Media & Entertainment Group, have agreed a 10-year partnership to modernize the UK’s legacy payphones and expand digital hubs that serve local communities.
The collaboration will improve connectivity and enable hyper-local advertising across more than 200 towns and cities in the UK. Under the deal, Global will retain responsibility for advertising sales on BT’s street furniture for the next decade.
BT Group’s street furniture includes traditional payphones, ATMs and Street Hubs: digital units offering public Wi-Fi and local communications. Some Street Hubs also extend EE’s mobile network to provide 4G and 5G coverage.
Beginning in 2025, Global will convert up to 2,000 conventional BT payphones and kiosks into new Street Hubs over a ten-year period, and will market and sell advertising across BT’s 959 existing Street Hubs. BT will continue to supply mobile and Wi‑Fi connectivity to these units.
Modern Street Hub 2 units provide secure connectivity at speeds up to 1 Gbps within a 150‑metre radius. They include a dedicated 999 emergency call button, USB ports for free device charging, and touchscreen tablets that display real-time public information from local councils. The units also feature digital screens that create new opportunities for street-level advertising.
BT Street Hubs are already a major component of Global’s high-quality digital roadside advertising inventory, delivering broad reach and scale for outdoor campaigns. Advertisers can buy placements programmatically via DAX, Global’s digital advertising exchange that offers advanced targeting and measurement tools. Global will also continue to broadcast LBC content on the BT screens, keeping local communities informed.
Stephen Miron, Global’s Group CEO, said: “We are delighted to continue our partnership with BT for at least another 10 years. Street Hubs have become increasingly attractive to advertisers because of their striking presence and prime locations on major streets across the UK. Together with BT, we have ambitious plans to significantly expand the Street Hub network and roll out innovative solutions for advertisers. BT has been an excellent partner, and we look forward to developing this relationship over the next decade.”
Bas Burger, CEO – Business at BT, said: “BT’s payphones have been an iconic feature of UK streets, and as communication habits evolve, this announcement represents a further step into the future. There are already nearly 1,000 digital Street Hubs delivering communication benefits to communities across the UK. By combining BT’s resilient connectivity with Global’s expertise in out-of-home advertising, we aim to almost triple that number over the next decade.”
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