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As the UEFA Women’s EURO tournament continues in Switzerland (through July 27), EE – lead partner of the Home Nations Football Associations – is highlighting the positive power of the game on teenage girls’ wellbeing. In its new Everyone Needs a Squad campaign, EE shines a light on how football is helping teens build resilience and confidence in the face of mounting social media pressures.
The campaign is backed by a recent national survey of girls aged 13-18 from EE in collaboration with leading child and adolescent psychologist Dr Sheila Redfern PhD. Findings maintained that being part of a football network – through a local team, casual play or online communities – can significantly reduce the negative impacts of an increasingly complex digital world. The research shows that 93% of girls who play or watch football report a boost in self-confidence, while nearly seven in ten (69%) say the sport gives them a sense of belonging. Over half (57%) feel a general sense of positivity thanks to football.
In stark contrast, among those not involved in the sport, 44% say social media has negatively affected their confidence, with 27% admitting it has damaged their self-esteem. Football also appears to build stronger emotional defenses: 66% of girls involved in the sport report higher resilience compared to just 49% of their non-footballer peers. Almost three-quarters say they feel better equipped to handle negative online experiences. Three in five also feel comfortable opening up to friends and family about social media pressures – a sign that football’s supportive community fosters open communication.
“Adolescence is a time of significant developmental change; including neurological, psychological, physical and social changes that shape long-term wellbeing. In recent years, we have seen an increased spike in mental health problems… exacerbated due to increased exposure to the online world,” said Dr Redfern.
“Football gave me absolutely everything growing up. I wasn’t a confident or outgoing person off the pitch but as soon as I was playing, I could be myself and show what I could do; it was where I felt most comfortable,” said Kelly Smith, England national football legend and mother of two. “Being part of a community is so important when it comes to building confidence and the resilience young people need to navigate the world. For me, there’s no community more powerful than the football family, and I really hope as many girls as possible get to feel a part of that.”
The EE Squad digital platform is designed to help teenage girls explore and grow their own football communities. From connecting girls to local opportunities to offering confidence-building content via EE LearnSmart and sharing stories from Home Nations players, the platform shows girls that they’re not alone.
Offline, the campaign includes EE Squad Socials – in-person events where girls and their families can gather, play and celebrate football together. These free events took place in Cardiff and Brighton earlier this month, with the last taking place in London on July 27. Each event offers a mix of football activities, creative workshops, live match screenings and opportunities to meet other young fans.
Everyone Needs a Squad is rooted in EE’s wider mission to “use the power of connection for good,” building on their commitment to youth wellbeing. In the past year, the company introduced age-specific smartphone guidance for parents and expanded its “PhoneSmart” platform to help teens and families stay safe and confident online. Now, with Everyone Needs a Squad, EE is turning a summer of sport into a season of support, showing teen girls that the football family is one of the strongest teams they can be part of.
Photos: EE
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