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20th Jun 2024

EE, the lead partner of the Home Nations Teams, are running a Beer Mat campaign in pubs throughout the Euros titled, “Hate. Not In My Shirt”. The mats are part of an integrated PR and marketing campaign that aims to combat all forms of online and offline hate by calling on the nation to be ‘proud supporters’.

A recent YouGov survey commissioned by EE found that three fifths (61%) of the public have personally experienced hate in their daily lives over the last year, with racism (42%) to be the most prevalent form of hate. Furthermore, 6 in 10 (60%) think more can be done to address the issue of societal hate in the UK.

In response to these findings, EE is calling on the nation to stand together and challenge hate in football. The integrated campaign celebrates the moments in the sport that make people proud to wear the shirt, whilst highlighting the behaviour not fit for it.

With pubs set to be busier than usual throughout the tournament, the Beer Mats can be found across all the home nations calling out racism, homophobia, misogyny and discrimination.

“Hate. Not In My Shirt” was created by Saatchi & Saatchi, with media planning, strategy and buying by EssencemediacomX and OOH by Posterscope.

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