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...