Homophobia is a huge issue in football, with research showing that 71% of Brits agree that it’s a problem. 

It’s a problem which EE is addressing in its latest Hope United campaign, which marks the third time the brand’s squad of football superstars have come together to tackle a big societal challenge. The new campaign sees the launch of launch GayVAR, which that aims to tackle the issue of online homophobia within football.

The campaign has been inspired by pitch-side VAR (Video Assistant Referee), that can play back footballing offenses and is used to help make call decisions. GayVAR is intended to act in a similar way, encouraging fans to stop and take a stand to call out homophobic hate and abuse when they see or experience it online. 

The campaign is fronted by former England international Joe Cole and comedian Tom Allen and the pair will host a GayVAR video content series. EE Hope United will be monitoring social media across three Premier League game weeks, with GayVAR content posted in response to specific moments that generate spikes in online homophobic abuse, such as bad individual player performances, bad goalkeeping, dives and losses.

 A series of short videos will highlight the outdated, vile nature of homophobia and will be shared across EE’s social media channels rejecting claims that homophobia is ‘banter’.

Members of the EE Hope United squad, including Rio Ferdinand, Lucy Bronze and Andy Robertson, will also feature in a free online video content series, sharing digital skills to educate users on how to challenge and report online homophobic abuse. 

A supplementary post-match-analysis-style video with Declan Rice will also be released after key Premier League fixtures where he confronts abuse directed both at him and his fellow players.  

Hope United was created by Saatchi & Saatchi, with PR run by Pitch Marketing Group and media buying by Essence. 

“Fans, players, clubs and brands are in such a strong position to put a stop to homophobic abuse, and share the fact that it’s as simple as putting your hand up and saying ‘that’s not ok’. Football should be for everyone and this is the key message everyone should share.” says Lou Englefield, Campaign Director, Football v Homophobia.

The campaign is the third iteration of EE’s Hope United campaigns, this time in partnership with Football v Homophobia (FvH), an international initiative that exists to challenge discrimination based on sexual orientation, gender identity and expression at all levels in football.

The launch of GayVAR has been created following research commissioned by EE that revealed almost three-quarters (71%) of Brits agree homophobia is a problem in football. A figure which rises to nine in 10 among LGBTQ+ respondents. Nearly half of respondents found that social media exacerbates the issue. While many have witnessed or experienced homophobic abuse online, worryingly, few speak out against it; more than one in four (27%) witnesses of homophonic abuse took no action. The GayVAR campaign, therefore, aims to help support, equip and empower members of the public to recognise and take action against homophobia.