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EE launches 'mentor badge' to support boys both on and off the pitch

Telecommunications company EE launched the Mentor Badge, developed with Internet Matters, to help grassroots coaches support boys' emotional wellbeing. With 95% of coaches saying such support is central to their role, the program translates elite-level leadership into everyday coaching practice.
New research from EE reveals 42% of boys aged 11 to 16 face damaging online stereotypes weekly, including pressure not to show emotion. Meanwhile, 71% of parents believe a coach holds as much or more sway over their son's sense of masculinity than online content does.
Professional footballers speaking openly about pressure and vulnerability makes 69% of boys more comfortable with their own emotions. Footballer Harry Kane and coach Thomas Tuchel offer real-world lessons in emotional intelligence through their leadership on and off the pitch.
The Mentor Badge provides practical guidance including "Challenge language, not character" and "Redefine leadership." Every module incorporates expertise from science and psychology to equip coaches with tools helping boys build resilience both on and off the pitch.
Coaches can access these resources through the "EE Yes Boys" campaign, which counters negative online influences shaping boys' attitudes. The initiative helps young players build confidence, identity, and resilience in the changing room and beyond.

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