EE launches “Yes Boys” campaign to help build young boys up on and off the pitch

28 th MAY 2026: EE, the UK’s best network, has today launched Yes Boys , a new integrated campaign , ahead of the summer tournament in the USA, Canada and Mexico kicking off on 11th June 2026. As the lead partner of the Home Nations Football Associations, and a leader in digital safety, EE’s latest campaign, Yes Boys , celebrates football communities as a powerfully positive tool against harmful online influences, with EE equipping parents, coaches and young people with the skills to navigate the pressures of growing up online. It follows research carried out by EE in partnership with Professor Ben Hine that found 42% of boys aged 11-16 come across content telling them “men shouldn’t show emotions” or “boys need to toughen up” at least a few times a week. Football can help counteract this negativity however, with 65% of parents saying the sport has had a positive impact on their son’s confidence and identity, and 71% arguing a coach has equal or greater influence over their son’s sense of masculinity than the content he sees online. Real action sits at the heart of the campaign, and with the research showing 85% saying they’d use a free resource that gave them real scripts and advice, EE has partnered with online safety experts Internet Matters to create an invaluable free online learning hub: The Mentor-Badge. Made with support of the Home Nations’ Football Associations, the Mentor-Badge is a free, online resource that features video, written content and practical guidance for coaches to support boys growing up online, helping them to engage with positive, grounded models of masculinity, and directly tackle the negative, damaging impact of the manosphere. Serving as a commitment to help future generations, the Mentor-Badge will be hosted on EE’s website and promoted by the Home Nations to maximise spread and impact, continuing an important, cultural campaign, and doing more for young people in the UK. The above the line creative by Saatchi & Saatchi leads with a 60s film set to Underworld’s 90s classic, ‘Born Slippy’. Placing the toxic effects of the manosphere front and centre, EE’s film contrasts the pull of harmful online influences with the positive role football communities can play on and off the pitch alongside a unifying rallying cry of “Yes Boys!” AV is supported by an OOH campaign born out of football culture: tifos. Made for the fans, by the fans, and created using real supporter imagery to stay true to the traditions of football culture. The tifos have been designed in partnership with sports illustrator Daryl Rainbow, best known for his colourful, insightful work centred on football and youth culture for Adidas and Arsenal. The bright, energetic illustrations feature both fans and players, and alongside the tifos, are displayed across reactive, OOH billboards and social media, bringing authenticity to digital and traditional placements. Digitas extended the campaign to messages ‘From The Boys’ letting young ambassadors tell their stories through always‐on channels designed to engage parents and football communities. Hosted by credible role models, the channel delivers real stories, and practical guidance directly to audiences, creating a trusted, peer-led space that reinforces confidence and positive behaviours in young men, while helping coaches and parents actively counter harmful online influences. By connecting through WhatsApp, EE and Digitas are pioneering the platform in a way that feels trusted and human – taking the conversation directly into the spaces where negative influences can take hold. Instead of simply telling people football is good for teens, it helps them experience the community, keeping young fans and their parents involved. Alongside this, EE is extending the campaign through partnerships and community platforms, led by WPP Sports & Ents, that bring this thinking to life in different ways – including working with organisations like Versus to spark intergenerational conversations around masculinity, and developing community-first spaces such as the LADbible Portal to engage fans and connect them directly to the tournament. EE is further bringing the “Yes Boys” campaign to life through their in-house agency The Exchange, creating an array of dynamic, social‐first content designed to connect with fans and families in the moments that matter most. From on‐the‐ground storytelling in the US to capturing fan culture across England and Scotland, the campaign blends high‐energy matchday content with more intimate conversations around pressure, confidence and support. Through real stories EE highlights the importance of backing young boys on and off the pitch. Supported by initiatives like the Mentor‐Badge, the campaign reinforces a simple message: showing up with support, online and in life, can make a lasting difference. Pitch Marketing Group is leading the earned PR strategy for the campaign, partnering with Professor Ben Hine and commissioning original consumer research to surface the pressures and issues facing boys in 2026. Media interviews with former England star Theo Walcott and youth coach and content creator Josh Paul will bring the findings to life and further amplify the ‘Yes Boys’ messaging. As EE’s partnerships agency, Havas Play has consulted across all aspects of the Yes Boys campaign, providing strategic guidance, facilitating partnership rights and optimising the campaign for a football audience, including all player and Legend talent inclusions. Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network for families, and the lead sponsor of the Home Nations Football Associations, we are uniquely placed to champion young boys and help build them up, on and off the pitch. We know that growing up in an online world is hard for young people, with boys facing unique challenges. Following our 2025 ‘Everyone Needs a Squad’ campaign, which championed the Lionesses and young girls, we are proud to highlight the vital role football plays in tackling negative online influences and building boys’ confidence and resilience through the launch of ‘Yes Boys’. It is the latest step in our ongoing commitment to supporting young people and their families navigate the online world safely and with positivity.” Ben Mooge, Chief Creative Officer, Publicis Groupe UK, said : “EE is committed to supporting the generation growing up in an online world, and this work is all about imbuing their sponsorship with meaning that really resonates. Football is so much bigger than the game itself, it lives and breathes in culture and communities. It has the unique power to nurture and unite young people on and off the pitch, and that’s what we wanted to celebrate – and what better stage to do that on that football’s biggest and brightest.” Rebecca Marshall, Client President, Open Connect at WPP Media, said: “EE has created a campaign that genuinely earns its place in culture during the tournament, celebrating the energy of the game in real time through reactive OOH and social, while also building a platform for positive community. By combining scale with partnerships like Versus, which spark intergenerational conversations and empower young boys, and community-first ideas such as the LADbible Portal, it connects real-time celebration with credible, accessible support for boys, parents and coaches.” As the lead partner of the Home Nations Football Associations, the fully integrated campaign will run throughout the tournament, spanning AV, OOH, DOOH, audio, social, online video, VOD, cinema, partnerships, customer activation and retail, and has been creatively crafted by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi and Digitas, alongside media planning and buying by OpenConnect at WPP Media and OOH agency Posterscope. Pitch PR have commissioned research for the campaign and PR activity, while Havas Play has led on all sponsorship consultancy across all aspects of the campaign. Launching from 25 May, and continuing throughout the tournament, the campaign will run across social, OOH and audio, followed by TV, BVOD, SVOD, and YouTube from 1 June. Online resources including the Mentor-Badge will continue beyond the tournament. Yes Boys is part of EE’s ongoing mission to use the power of connection for good, especially for young people as growing up with phones gets harder. This latest initiative builds on EE’s broader commitment to supporting young people’s wellbeing. Last year, EE launched Safer SIMs – under 18s smartphone plans designed around different levels of independence – and online safety appointments, available in all EE stores nationwide. Alongside this, EE’s PhoneSmart platform equips both teens and parents with the tools and knowledge to stay safe and confident online. ENDS Campaign assets For more information, please contact: Harriet Flook | Communications Manager harriet.flook@publicisgroupe.com About EE EE is the UK’s best network, offering superfast mobile and broadband connection to millions across the UK. With an ambition to be the country’s most trusted connector of people, EE’s network and services keep consumers connected and entertained. EE’s 4G, 5G and 5GSA speeds cover more than 90% of the UK, while EE’s super reliable broadband is available at more than 99% of UK premises, with guaranteed speeds to keep people streaming, gaming, watching TV and connecting to the things that matter most. EE’s mobile network continues to receive extensive recognition including UK’s best overall network by RootMetrics® every year since 2014, as well as being named Best Network for Consumers at the Mobile Industry Awards for the last four years since 2022. EE is committed to offering first class service in the industry and has nearly 400 stores across the UK. In 2023, EE launched its new experiential retail strategy opening its flagship EE Studio and Experience stores nationwide. The innovative approach to retail in the telco industry has seen EE receive multiple awards of recognition including Retailer of the Year at the Mobile Industry Awards in 2024 and 2025, and Best New Store for the EE Studio at the Retail Week Awards in 2024. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025. EE is part of BT Group’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. Follow us on: Facebook at: www.facebook.com/ee Twitter at: www.twitter.com/ee YouTube at: www.youtube.com/ee LinkedIn at: www.linkedin.com/company/ee-uk About Publicis Groupe UK: Publicis Groupe UK is a marketing and digital transformation business, with 7,500 people working across 29 companies. The agencies include Saatchi & Saatchi, Leo Burnett, Publicis Sapient, Zenith, Starcom, Digitas, MSL, Taylor Herring and Epsilon. Around the world, Publicis Groupe has operations in more than 100 countries employing more than 108,000 people. Publicis Groupe is listed on the Paris Stock Exchange. About Havas Play UK: At Havas Play, we live in the space between traditional advertising and media, creating work that’s connected through culture and powered by partnerships. We believe in the power of the remarkable to deliver distinction and measurable impact for our clients – some of the most recognised brands in culture, including adidas, Asahi, BBC, EE, Footlocker, HSBC, Jet2, JBL, Renault, and World Rugby. Our specialisms include: Partnerships – rights holders, brand-to-brand, talent, influencer, and creator collaborations; Social – strategy, production, and community management; Experiential – activations and stunts, programmed experiences, live and hybrid events; and Content – brand films and production. Havas Play has been recognised five times in six years as one of Campaign’s Best Places to Work, as Sport Business Agency of the Year, and as Campaign Brand Experience Agency of the Year 2025 (Bronze). We operate globally with 19 offices world-wide. About OpenConnect & WPP Media OpenConnect is EE’s bespoke WPP team, responsible for strategic media planning and buying. WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com. CREDS EE Brand & Communications Director: Kelly Engstrom Head of Brand Advertising: Jules Wilkin Brand Campaign Manager: Simon Reynolds Media Manager: Laura Stone Sponsorship Manager: Gary Bansor Sponsorship Manager: Olivia Worth Saatchi & Saatchi Chief Creative Officer, Publicis Groupe UK: Ben Mooge Executive Creative Director: William John Associate Creative Directors: George Coyle, Sam Simmonds, Josh Steele Head of Integrated Production: Rachel Solomon Associate Executive Producer: Rosie Nolan Junior Producer: Josh Clark, Jessica Watkins Homeyard Managing Partner: Eilidh McGregor Business Lead: Dyfed Thomas Account Manager: Ciara McCarthy Head of Strategy: Will Moore Senior Planner: Bridget Moyle Digitas Executive Creative Director – Ben Clapp Senior Art Director – Tom Charter Senior Copywriter – Ivo Lazarov Senior Designer – Tim Vukcevic Designer – Sarah Goodman Senior UX Designer – Dilesh Lalloo Experience Director – Jason Michael Senior Project Manager – Cat Penn Business Partner – Jess Brennan Business Director – Sean McKenna Strategy Partner – David Hofmeyr Strategy Director – Harry Bunnell Account Director – Emma Lycett Senior Account Manager – Leslie Boateng Senior Account Manager – Jessica Muhl Proteus team – Web Build Partnerships & Activations Agency: Havas Play Managing Partner: Tom D’Arcy Business Director: Jessica Ramsey Senior Account Director: Louise Burns Account Director: Elliott Dillon Senior Account Manager: Tara Stuff Account Manager: Emma Treasure Account Executive: Daniel Osinoiki Creative Studio (Design & Artwork): Publicis Production Head of Design: James Crickmore Lead Designer: Simon Hadassi Senior Designer: James Goodwin Davies Designer: Conor MacLeay Senior Designer: Shona Macleod Lead Motion Designer: Marco Balducci Senior Motion Designer: Blake Hart-Wilson Senior Creative Artworker: Dean Vuckovic Senior Creative Artworker: Darren Rolfe Senior Creative Artworker: Katie Luong Project Manager: Adrian Reilly Project Manager: Jessica Hall Pitch PR: Executive Creative Director: Lee Price Head of PR: Deborah Villiers Account Director: Brandon Tourle Senior Account Manager: Harry Gibson Senior Account Manager: Katie Williams Media Agency: OpenConnect, WPP Media Client President: Rebecca Marshall Chief Strategy Officer: David Wilding Head of Planning & Strategy Open Connect: Anna Martorana EE Client Lead: Meghan Weatherill Media Planning Business Director: Dima Marotti Media Planning Manager: Sami Khawaja Posterscope Rowan Gillette-Fussell – Posterscope, senior planning & buying executive Tom Murrihy – Posterscope, Planning & Buying Director Dan Bayford – Posterscope, OOH Partner Production Company: Object & Animal Directors: Hugh Mulhern & Aria Shahrokhshahi Executive Producer: Dom Thomas Executive Producer: Laura Hegarty Producer: Malachy Mcanenny Production Manager: Ele Baldwin Production Assistant: Hannah Lockwood & Harriet Salmon O&A Runner: Loui Underwood DOP: Jaime Ackroyd & Kai Blamey Additional Photography: (DOP Thomas Tuchel shoot): Jack Exton Service Production Company: Sugar Free TV Exec. Service Producer: Michelle O’Brien Local Producer: Eleanor Stonehouse Local Production: Glyn Davidson Production Assistant: Jill Milne Cast Coordinator: Craig Bruce Production Runner: Adam Lloyd -Jones Location Manager : Joe Wearing 1st AD: George Nelson & Rob Butter 2nd AD: Catherine Kinson Focus Puller: Trevor Henen & Jon Scaife Camera Assistant: Charlie Bradlaugh & Molly Kay Cowell Playback Operator: Ben Hawkes & Duncan Lees Sound Recordist: Matthew Groark & Robbie Johnson Camera Van Driver: Aidan Dyson and James Saxelby Key Grip: Marc Sheriff 2nd Grip: Tom Graham Assistant Grip: Kane Hardy DIT: Chris Battensby VFX Supervisor: Pete Smith Gaffer: Danny Griffiths & Joe Macdonald Electrician: Jack Buxton, Jack Skipper, Wes Smith Rigger: Paul Mackinson Production Designer: Sasha Hilton Prop Master: Sullivan Cayless Props: Ren Cavalloro, David Hayden, Billy Sellers, Scott Thomas, William Toss Stylist: Susie Coulthard Wardrobe Assistant: Denis Bushell & Liz Johnson Makeup Artist: Alice Dodds Hairdresser: Beth Robson HMU Assistant: Abigail Turner & Ellen Moore Casting: Martin Gibbons Casting Player Days: Gaffer: Sam Alberg Gaffer: Ross Grainger 1st AC: Barney Batchelor, Theo Berman, Chris Starkey 2nd AC: Jack Ainsworth, Bruce Carmichael, Tom Watson Spark: Alistair Bury, Chris Stones, Ollie Poole, Simon Kelly Sound: Richard Entezari & Dougie Fairgrieve Playback: Sergio Mangas Camera Car Driver: Paul Thompson Edit House: The Assembly Rooms Edited by: Sam Rice Edwards & Jack Foster Edit Assistant; Bruna Mandredi Edit Producer/Head of Production: Phoebe Armstrong-Beaver Sound House: Factory VFX: Time Based Arts Senior Producer: Matt Squires Colour: Pundersons Garden Colourist: John O’Riordan Asst: Alex Cameron Colour Producer: Grace Conway Colour House: Pundersons Gardens CG Post Production: ELMNTL @elmntl.studio CG & AI Lead: Phil Roberts @raidzer0 Exec Producer: Greg White @roux_greg Producer: Katie Gillard @gillardkatie