Everything Everywhere signs up as title sponsor of star-studded 2013 ceremony.
Orange has always had an eye for film, inundating cinema goers with adverts about Orange Wednesdays, while it's repeatedly sponsored the BAFTAs – UK equivalent of the Academy Awards.
However, Orange's time is up and parent company Everything Everywhere will step into the spotlight to give its 4G services more exposure.
The publicity-hungry network has signed up as the title sponsor of the entire 2013 ceremony, which will be referred to as The EE British Academy Film Awards.
EE has also taken over branding of the Orange Wednesdays Rising Star Award to rename the trophy as, you guessed it, the EE Rising Star Award.
Previous winners include Tom Hardy, Kristen Stewart, Noel Clarke, Eva Green and James McAvoy.
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 16 year relationship with BAFTA.
"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."
Orange released the Orange Film Pulse web app for the 2012 awards, aggregating film feedback from Twitter, Facebook and movie sites.
Amanda Berry, BAFTA CEO, added: "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."
The EE British Academy Film Awards will be broadcast on the BBC on Sunday, 10th February 2013 with Stephen Fry on board as presenter.