Telecom firm EE is celebrating the England Lionesses’ Euro 2025 victory with over Spain in Basel yesterday with a message of “togetherness and pride.”

The out-of-home campaign will spotlight the historic success, which sees England win back-to-back Women’s Euros – the first team to do so since Germany in 2013.

Developed by London-based creative agency Saatchi & Saatchi, “WHEN THIS SQUAD WINS, WE ALL WIN” looks to reinforce EE’s commitment to helping girls build confidence on and off the pitch.

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“Congratulations to the Lionesses on their well-deserved win. As lead partner of the Home Nations Football Associations, we’re incredibly proud of the team and everything they’ve achieved – not just in this tournament, but in continuing to inspire the next generation of football fans,” said Kelly Engstrom, brand and demand generation director at EE.

The team’s confidence, resilience, unity and passion on and off the pitch perfectly reflect what our Everyone Needs a Squad campaign is all about. Through this campaign, we’ve championed the role football can play in building confidence and belonging and shown that with the right support behind you – on or offline – anything is possible.”

The campaign forms part of the brand’s role as lead partner of the Home Nations Football Associations, which sees it sponsor the FA, Sottish FA, Welsh FA and the Irish FA (Northern Ireland).