Celebrating UK football fandom for Euro ‘24

Ahead of the summer tournament in Germany, EE launched "Hate. Not In My Shirt" an integrated campaign that celebrated the moments that make people proud to wear the shirt, whilst highlighting the behaviour not fit for it.

IDEA

We transformed EE's social platforms into a movement, rallying fans to redefine what it means to be a proud supporter.

Street-Level Storytelling

Partnering with social media star Harry Pinero, we hit the streets to explore fan culture through real voices. From pre-match rituals to personal football stories, we celebrated the joy, camaraderie, and inclusivity that defines the sport.

Positive Counter-Narratives

For every moment of hate online, we unleashed a wave of positivity through reactive content that amplified messages of support and pride for the game.

Real-Time Engagement

As the tournament unfolded, we tapped into the highs and lows, creating space for fans to share advice and encouragement for the squads.