As the countdown begins to this summer’s major international football tournament across the United States, Canada and Mexico, new research from EE has revealed the growing impact of harmful online content on young boys and the important role football can play in building confidence, resilience and emotional wellbeing.
The study, conducted in partnership with Professor Ben Hine, found that 42% of boys aged 11 to 16 encounter harmful messages online every week, including suggestions that “men shouldn’t show emotion” or that “boys need to toughen up”. Alarmingly, 14% say they see this type of content every day.
According to the findings, 71% of boys feel overwhelmed by the conflicting pressures they experience online, highlighting growing concerns around the influence of digital content on young people.
Parents Concerned About Online Influences
The research suggests many parents are noticing the effects of online content on their children.
More than three-quarters of parents surveyed (77%) said they are worried about the influence of online content on their sons’ attitudes and behaviour. Meanwhile, 42% reported hearing their children use unfamiliar language or phrases that they suspect originated from negative online communities.
Despite these concerns, many parents feel unsure about how to address the issue. Over half (54%) admitted they have not actively sought guidance because they feel out of their depth, while 80% said they would welcome practical support on discussing harmful online content with their children.
Football’s Positive Impact on Confidence and Identity
While the findings highlight growing challenges, the study also points to football as a powerful force for good.
Among boys who regularly play football, 65% of parents said the sport has positively influenced their son’s confidence and sense of identity. Additionally, 71% of parents whose sons participate in sport believe coaches have as much – or even more – influence on their child’s understanding of masculinity than the content they encounter online.
The research further found that 69% of boys feel more comfortable discussing their emotions after seeing professional footballers speak openly about mental health, pressure and vulnerability.
Professor Hine explained that positive real-world environments are increasingly important in helping young people navigate digital challenges.
“Spaces like grassroots football – where boys can connect with trusted adults and peers – play a critical role in supporting healthy identity development, emotional expression and resilience.”
EE Launches ‘Yes Boys’ Initiative
In response to the findings, EE has launched its new “Yes Boys” campaign, designed to highlight the role football communities can play in helping boys develop confidence and resilience while countering harmful online influences.
The campaign features several high-profile figures from across the Home Nations, including Thomas Tuchel, Harry Kane, Bukayo Saka, Declan Rice, Andy Robertson and Brennan Johnson among others.
Former England international Theo Walcott, who fronts the campaign, said football can provide young boys with a supportive environment where they can build confidence, develop resilience and learn from positive role models.
Introducing the Mentor Badge
A key part of the initiative is the launch of the Mentor Badge, a free online resource developed in partnership with Internet Matters and supported by the Home Nations Football Associations.
The platform provides practical guidance, videos and educational resources to help coaches and parents support boys both on and off the pitch. Topics include leadership, language, body image and healthy online behaviours.
Research also found that 78% of coaches have had a young player confide in them about personal issues unrelated to football, while 95% believe their role increasingly involves supporting emotional and mental wellbeing.
Building on EE’s Digital Safety Mission
The Yes Boys campaign forms part of EE’s wider commitment to helping families navigate the digital world safely.
Recent initiatives include Safer SIMs, smartphone plans designed specifically for under-18s, alongside online safety appointments available in EE stores nationwide and the PhoneSmart platform, which provides digital safety resources for parents and teenagers.
Kelly Engstrom, Brand and Marketing Communications Director at EE, said the campaign is the latest step in the company’s mission to support young people growing up in an increasingly complex online environment.
For more information about the campaign and the Mentor Badge resource, visit EE Yes Boys
