Frank Skinner Reunites with Football Fans for EURO 2028 Campaign
By Sports Correspondent
Frank Skinner has teamed up with former Home Nations football stars for a new fan-inspired poem celebrating football culture ahead of UEFA EURO 2028.
The campaign, launched by BT, features former England player Izzy Christiansen, Wales international Helen Ward, former Scotland captain Rachel Corsie and Northern Ireland legend Keith Gillespie.
The poem was created using comments and responses from football fans across England, Scotland, Wales and Northern Ireland, focusing on the emotions, traditions and shared experiences that surround the game.
It marks BT becoming the Official Telecommunications Partner of UEFA EURO 2028, which will be hosted across the UK and Ireland.
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The launch comes nearly 30 years after Skinner co-wrote the football anthem Three Lions.
He said the new project aimed to reflect the sense of connection football creates between supporters.
“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,” he said.
“What came through was a real sense of togetherness — that football doesn’t just entertain us, it connects us.”
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Research commissioned by BT found 75 per cent of people are already excited about UEFA EURO 2028 taking place on home soil, while 72 per cent believe tournaments such as the Euros help shape the UK’s culture, identity and mood.
The survey also found that almost half of respondents associate Three Lions with the summer of Euro 96.
Alongside the campaign, BT said it plans to improve mobile coverage and fan connectivity across host cities including London, Glasgow, Manchester, Cardiff, Liverpool and Newcastle ahead of the tournament.
Claire Gillies, CEO of BT Consumer, said the company wanted to help deliver “the most connected tournament for the UK”.
The poem has been released on BT’s YouTube channel ahead of the tournament in 2028.
