Last night, the Lionesses stormed to victory in Basel becoming champions of Europe once again. With millions of fans tuning in across the UK to witness the historic victory, thousands of young girls will have been watching and now dreaming of their own future in the beautiful game – something which, according to research by EE, the lead partner of the Home Nations Football Associations, can play a crucial role in supporting their mental health and emotional wellbeing.
Data from YouGov shows that in the years following the Lionesses 2022 European win, the number of girls actively participating in football has continued to flourish with nearly one in three (32%) girls aged between 6-17 years old having played the sport in the last year. Following the defence of this title, it can be assumed the effect will be similar again.
The results go far beyond the football pitch; recent EE research as part of its ‘Everyone Needs a Squad’ campaign showed that 93% of girls aged 13–18 who play or watch football say the sport gives them more confidence with those playing football also more likely to develop strong emotional resilience (66%) than their counterparts (49%) that don’t.
Even before the thrilling final yesterday, the monumental resilience shown by the players throughout the tournament has had its own impact. EE’s brand-new EE Squad digital hub has had significant engagement receiving thousands of visits over the last month.
Ahead of the tournament, EE unveiled new research conducted in partnership with leading adolescent psychologist, Dr Sheila Redfern PhD, revealing how football can play a crucial role in supporting teenage girls’ mental health and emotional wellbeing.
The findings shine a light on the protective power of being part of a football network – whether that’s through playing, watching or simply being part of a wider fan community – especially as girls navigate the pressures of growing up in an increasingly online world.
Key findings include:
- 93% of girls aged 13–18 who play or watch football say the sport gives them more confidence
- Girls who are involved in football are also more likely to develop strong emotional resilience (66%) than their counterparts (49%), with nearly three quarters (72%) well equipped to cope with negative online experiences.
- 68% say they feel more confident after spending time playing football
- 57% feel they can learn positivity from football
In contrast, girls who are not involved in football are significantly more likely to report negative impacts from social media, including decreased self-esteem and confidence.
This research formed part of EE’s Everyone Needs a Squad campaign – a nationwide initiative calling on girls across the UK to get involved in football, however that looks for them. Whether it’s joining a local team, having a kickabout with friends, or being part of the fan community, the campaign champions football as a powerful tool to boost mental wellbeing and resilience in real life.
Kelly Engstrom, Brand & Demand Generation Director at EE said: “Congratulations to the Lionesses on their well-deserved win. As lead partner of the Home Nations Football Associations, we’re incredibly proud of the team and everything they’ve achieved – not just in this tournament, but in continuing to inspire the next generation of football fans.
The team’s confidence, resilience, unity and passion on and off the pitch perfectly reflect what our Everyone Needs a Squad campaign is all about. Through this campaign, we’ve championed the role football can play in building confidence and belonging and shown that with the right support behind you – on or offline – anything is possible.”
Everyone Needs a Squad 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. It builds on EE’s broader commitment to supporting young people’s wellbeing. Last year, EE launched age-specific smartphone guidance to help parents navigate healthy tech habits, recommending simpler devices for younger children and promoting gradual, responsible smartphone use as they grow. Alongside this, EE expanded its PhoneSmart platform to equip both teens and parents with the tools and knowledge to stay safe and confident online.
To discover more, please visit https://eelearnsmart.co.uk/ee-squad/
