EE Everybody Needs a Squad

Our campaign, ‘Everyone Needs a Squad,’ highlights the transformative power of being part of a football team. For EE, lead partner of the Home Nations Football Associations, we launched an integrated PR and marketing campaign ahead of the Euros on 2 July 2025. The campaign showcases how football helps equip young girls with confidence, resilience and a sense of community on and off the pitch.

Research conducted with child and adolescent psychologist Dr Sheila Redfern PhD found that being part of a football network from local teams to casual games or online communities can significantly reduce the negative impact of social media on teenage girls’ self-esteem. Informed by these insights, our campaign aims to inspire girls to watch, play and support football throughout the tournament and beyond.