Frank Skinner, the comedian and lifelong West Bromwich Albion fan who co-wrote the iconic 1996 anthem 'Three Lions', has returned to his poetic roots to celebrate the upcoming Euro 2028 tournament. Skinner has written a new poem to launch BT's partnership as the Official Telecommunications Partner for the championship.
The poem's message
The poem, which captures the essence of football fandom, includes the lines: 'If you properly care, then you're properly there,' and 'Belfast, Cardiff, Edinburgh, West Bromwich, ready to cheer, to revere and pay homage to our teams and our dreams, our fists punching the air or clenched in despair.' Skinner explained his inspiration: 'When BT asked me to help capture what football means to fans today, I loved the idea of collaborating on something inspired by supporters themselves. What came through was a real sense of togetherness - that football doesn't just entertain us, it connects us.'
A tribute to fan culture
Three decades after 'Three Lions', Skinner's poem brings together voices from across the UK to reflect the emotion, atmosphere, matchday rituals, and moments that connect supporters whether they are in a stadium, at home, or on the move. The launch coincides with a national survey revealing that 75% of fans are already excited for Euro 2028 in the UK, even before the World Cup begins.
Claire Gillies, CEO of BT Consumer, said: 'Euro 2028 will be one of the defining moments for the UK this decade. We're incredibly proud that BT is the Official Telecommunications Partner, using the full strength of our networks and technology to help power every moment, wherever fans choose to experience the action. The poem is a celebration of football's ability to bring people together and reflects the power of connectivity to unite fans through shared experiences.'
BT aims to provide the infrastructure and fan experiences to deliver the most connected tournament for the UK, building on its role in connecting millions of customers every day.
