EE – Support. It’s In Your Hands (UK)
Embedded British Sign Language into football sponsorships, making the sport more inclusive for Deaf fans.
Submitted by Havas Play UK
Winner’s Citation
PLATINUM in the 2025 Marketing Makes a World of Difference Awards.
EE’s “Support. It’s In Your Hands” went beyond football sponsorship to change the culture of the game. By embedding British Sign Language into stadiums, broadcasts, and digital learning, EE made football more inclusive for 1.2 million Deaf fans in the UK. With measurable brand lifts, record engagement, and a lasting legacy of staff training and awareness, the campaign proved that accessibility can unite communities and strengthen brands. EE showed that the most powerful sponsorships don’t just put a logo on the pitch—they put people first.
How it Makes a World of Difference
When EE relaunched as the sole consumer-facing brand for BT Group, it needed more than awareness—it needed emotional connection. Football sponsorship offered visibility, but EE chose to use it for inclusion. Recognizing that 1.2 million Deaf people in the UK are often excluded from football culture, EE embedded British Sign Language (BSL) into the game itself. From digital lessons to on-pitch activations, the campaign transformed a sponsorship into a movement for accessibility—making football more inclusive, fans more aware, and EE a brand that stands for meaningful connection.
Jury Lens Evaluation
- Promise Becomes Action: EE’s promise to be the UK’s most personal, customer-focused technology brand came to life in concrete actions that opened football culture to the Deaf community.
- Trust: By collaborating with the Royal Association for Deaf People and involving athletes and influencers, EE demonstrated authenticity and built credibility.
- Growth: The campaign drove an 11% uplift in brand closeness, tripled awareness of EE’s BSL efforts, and strengthened customer pride in the brand.
- Difference: Instead of relying on traditional sponsorship exposure, EE pioneered the integration of accessibility into the fan experience, setting a global example of purpose-led sponsorship.
Results that Make a Difference
- +11% uplift in Masterbrand Closeness among football fans aware of the sponsorship.
- 65% of EE customers felt prouder to be with EE after the campaign.
- 3x more likely for exposed fans to learn a BSL phrase compared to the national average.
- BSL lessons on LearnSmart exceeded engagement benchmarks by 110%.
- 150 Wembley staff trained in Deaf awareness and 100 EE/BT staff funded for training.
- +22% uplift in RAD’s brand awareness with record-breaking social engagement.
