EE launches Yes Boys campaign
EE has launched the Yes Boys campaign in the UK ahead of the 2026 international football tournament.
EE has introduced the Yes Boys campaign in the UK, focused on supporting young boys in navigating online environments through football-related community engagement.
The campaign includes digital resources developed in partnership with internet matters and the home nations football associations, aimed at coaches and parents. A central element is an online learning platform providing guidance on supporting young people’s online experiences.
The initiative is based on research commissioned by EE with Professor Ben Hine, which examined online content consumption among boys aged 11 to 16 in the UK. The findings highlight the frequency of exposure to content related to gender stereotypes, alongside the role of sport and coaching in influencing behaviour and confidence.
The campaign will run alongside the 2026 international football tournament, which takes place in the United States, Canada and Mexico. EE holds partnerships with the football associations in England, Scotland, Wales and Northern Ireland, and continues to use these rights to deliver participation and digital inclusion programmes in the UK.
Marketing activity includes broadcast, outdoor and digital channels, alongside community-based content and partnerships with media platforms to reach football audiences. The campaign forms part of wider activity by telecommunications providers in the UK to address online safety and digital literacy among younger users.
Kelly Engstrom, Brand and Marketing Communications Director at EE, said, “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.”
