Andy Devaney
With England and Wales gearing up for this summer’s tournament in Switzerland, a new study suggests the most important match isn’t just being played on the pitch – it’s happening in the hearts and minds of teenage girls across the UK. And girls football, it turns out, might just be the most effective way to beat the psychological side effects of growing up online.
According to research commissioned by EE – the lead partner of the Home Nations Football Associations – girls who play or even just follow football are dramatically more confident than their peers.
In fact, 93% of girls involved in football networks say it boosts their confidence, and 69% report a stronger sense of belonging. That’s not a marginal gain. That’s a back-post header in stoppage time to win the game.
The study, co-designed with adolescent psychologist Dr Sheila Redfern PhD, surveyed girls aged 13 to 18. It compared those in football communities with those who weren’t involved at all – no playing, no watching, no casual kickabouts. The differences were striking.
Among girls outside the game, 44% admitted social media had knocked their confidence, and 27% said it had reduced their self-esteem.
But those involved in girls football? They weren’t just surviving – they were thriving. They showed stronger emotional resilience (66% compared to 49%), were more likely to cope with online negativity (72% vs 52%), and felt more able to open up to friends and family about the pressures they faced online.
“Adolescence is a time of significant developmental change… and we’ve seen an increased spike in mental and emotional health problems of adolescent girls, exacerbated due to increased exposure to the online world,” said Dr Redfern.
“The research clearly shows that being in the football community can improve adolescent girls’ self-esteem and confidence at a time in their lives when they are most likely to doubt themselves.”
This isn’t just theoretical. Enter Kelly Smith – England legend, 46 goals in 117 appearances, and now a mother of two. Smith knows first-hand what the game can do.
“Football gave me absolutely everything growing up,” she said. “I wasn’t a confident or outgoing person off the pitch, but as soon as I was playing, I could be myself. It was where I felt most comfortable.”
Smith is front and centre in EE’s Everyone Needs a Squad campaign – a nationwide initiative designed to show girls that football isn’t just about goals and trophies. It’s about support, identity, and resilience in a world that’s often less than kind.
The campaign includes the EE Squad platform, an online hub to help girls build their football tribe. It connects them with local playing opportunities, offers confidence-building content via EE LearnSmart, and shares personal stories from Home Nations players about how football shaped their lives.
Also hitting the ground this July are the EE Squad Socials – in-person events offering a creative, community-fuelled celebration of girls football.
With games, live match screenings, and a chance to meet other young players, these free events are set to roll out across:
- Cardiff – 13th July
- Brighton – 19th July
- London – 27th July
Highbury Wolves Girls player Alicia Simai-Kral, who features in the campaign, summed it up best: “Football has always been my escape from the pressure of social media. Playing with girls’ teams gave me the confidence to be myself, online and offline.”
EE isn’t doing this for PR sparkle. The brand’s on a wider mission to use its tech and platforms to genuinely support the next generation. Whether through age-specific smartphone guidance, or their Phonesmart programme teaching digital resilience, EE is quietly becoming the grown-up in the room when it comes to online youth wellbeing.
Kelly Engstrom, Brand & Demand Generation Director at EE, put it like this: “We know growing up in an online world brings unique challenges and we are passionate about showcasing how this sport can help build young girls’ confidence. ‘Everyone Needs a Squad’ highlights how we are doing more for families… and helping them navigate the online world with positivity.”
And over in Wales, the Football Association of Wales is singing from the same hymn sheet. Sharon Tuff, FAW’s Chief Commercial and Engagement Officer, said: “Football is more than a game – it’s a powerful tool for improving wellbeing and creating a true sense of community.
Cymru’s historic qualification for UEFA Women’s EURO 2025 is a source of inspiration – proof that girls belong in the game and their voices matter.”
So, if you’ve got a daughter, niece, student or sibling glued to their phone and worrying about filters and followers – maybe it’s time to hand them a pair of boots. Girls football could be the most important team they’ll ever join.
For full details on the EE Squad campaign, events, and free ticket info, visit: www.eelearnsmart.co.uk/ee-squad
