The Women’s Euros 2025 was a fantastic opportunity for brands to connect with a fresh audience in a booming sector - that’s exactly what EE demonstrated, with the Squad Socials series of “feel-good football” held throughout the UK during the tournament. The aim was to encourage girls to discover how football can help them build confidence, resilience, and a sense of community, by showcasing various surprising and attractive aspects of the culture for our young guests.

In order to meet very challenging timelines I worked closely with lead agency Havas Play, internal and freelance teams, production partners and various trusted suppliers to turn around a wholesome family-friendly experience in record time. Hosted by Anita Abayomii, creator of the ‘Goal-Diggers’ podcast, each fun-packed chapter featured creative workshops, DJs, freestyling sessions, coaching and interviews with football legends - as well as screenings of the day’s fixture.

Seeing the Lionesses lift the trophy for our final date in Crystal Palace Park was the beautiful culmination, as featured on the evening’s BBC London TV broadcast.