BT today unveils a new fan-inspired football poem featuring comedian and lifelong football fan Frank Skinner alongside former England international Izzy Christiansen and football legends from across the Home Nations, Rachel Corsie (Scotland), Helen Ward (Wales), and Keith Gillespie (Northern Ireland) ahead of UEFA EURO 2028™.
Created to celebrate BT becoming the Official Telecommunications Partner of UEFA EURO 2028™, the spoken-word piece captures the emotion, pride and matchday rituals that define football fandom in England and across the UK – from packed stadiums and pubs to living rooms and journeys on the move.
Thirty years on from co-writing Three Lions, Frank Skinner collaborated on the new poem using real fan responses and insights from supporters across England, Scotland, Wales and Northern Ireland, creating a tribute to football’s unique ability to unite communities through shared voice, identity and emotion ahead of UEFA EURO 2028™ on home soil.
Former England international Izzy Christiansen joined Frank Skinner and football legends from across the Home Nations to celebrate the passion, togetherness and shared experiences that define football culture in England. Izzy joined Frank alongside Rachel Corsie, Helen Ward and Keith Gillespie at Wembley Stadium connected by EE to perform the poem in a special filmed piece unveiled today.
Frank Skinner, Comedian, Actor, Presenter and Writer, said: “When BT asked me to help capture what football means to fans today, I loved the idea of collaborating on something inspired by supporters themselves. What came through was a real sense of togetherness – that football doesn’t just entertain us, it connects us. As we look ahead to UEFA EURO 2028™ on home soil, it feels fitting to celebrate the way the game brings people closer, whether through a shared chant, a shared screen or a shared moment of joy.”
Izzy Christiansen said: “When I think about football in England now, it’s how much the game has grown and who gets to be part of it. I’ve seen first-hand how the connection between players and fans has changed; it’s closer, more visible, and more inclusive than ever. Whether you’re in the stands or following along wherever you are, that sense of being part of something bigger is what makes it special.”
New research commissioned by BT highlights the excitement already building across England ahead of the tournament. Three quarters of people in England (75%) say they are already excited for UEFA EURO 2028™ to take place in the UK and Ireland, while 73% say tournaments like the UEFA EURO shape the nation’s culture and identity. Nearly half (48%) also say that when they think back to UEFA EURO ’96, the Three Lions anthem is the moment they most associate with the tournament.
As a host nation for UEFA EURO 2028™, England will play a central role in one of the biggest sporting moments in recent history, with Wembley Stadium connected by EE set to bring together fans from across the country and beyond for a truly national and international occasion.
At the heart of the campaign is BT’s ambition to use the power of connectivity to bring people together through shared cultural moments, no matter where they are in the UK. This spirit of connection mirrors the nationwide experiences fans can expect during UEFA EURO 2028™, brought to life through the unifying, fan-inspired poem.
The campaign also builds on BT’s longstanding network leadership and investment across England, including making Wembley Stadium connected by EE the first UK stadium with bespoke 5G+ connectivity. It comes as 62% of UK sports fans say they want technology to enhance the live in-stadium experience.
Ahead of UEFA EURO 2028™, BT will continue to innovate and strengthen its network to deliver new and improved experiences. This includes boosting mobile performance by up to 20% in host cities including London, Liverpool, Manchester and Newcastle, delivering a dedicated 5G+ network slice to tournament training venues, and rolling out new eSIM experiences for fans from across the UK and around the world who want to stay connected with friends, family and all the action at matches and fan parks.
Claire Gillies, CEO of BT Consumer, said: “UEFA EURO 2028™ will be one of the defining moments for the UK this decade. We’re incredibly proud that BT is the Official Telecommunications Partner, using the full strength of our networks and technology to help power every moment, wherever fans choose to experience the action. The poem is a celebration of football’s ability to bring people together and reflects the power of connectivity to unite fans through shared experiences. Every day, millions of customers depend on BT to do brilliant things, and as we look ahead to EURO 2028, we’re focused on providing the infrastructure and fan experiences that will help deliver the most connected tournament for the UK.”
