Frank Skinner pens Euro 2028 poem for BT

Frank Skinner, co-writer of England’s 1996 anthem Three Lions, has written a new poem to mark BT’s partnership with Euro 2028 in the UK, blending matchday rituals and fan togetherness with a message that mirrors his West Brom support.

Frank Skinner’s latest effort arrives with the same familiar pulse as Three Lions — just tuned to a new tournament, a new moment, and a new set of voices.

On 1 June 2026. it was revealed that. ahead of Euro 2028 on home soil. the comic has written a poem to launch BT’s partnership with the tournament. Skinner. who famously supports West Bromwich Albion. framed the message as something stitched together by care. community and the emotional highs and lows that come with supporting a team.

The poem reads: “If you properly care. then you’re properly there. ” before widening into a roll call of places and football identities: “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.”.

For Skinner. the project was personal — not only because of his own history with football as a language fans recognise instantly. but because he was asked to translate what the game means to supporters now. He said: “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.”.

He added that what came through was a “real sense of togetherness,” insisting that football “doesn’t just entertain us, it connects us.”

That theme runs through the rest of the poem’s framing. Skinner suggested the timing is right as the country looks ahead: “Three decades on from Three Lions. Frank Skinner has written a poem for the UK’s Euro 2022’As we look ahead to Euro 2028 on home soil. it feels fitting to celebrate the way the game brings people closer. whether through a shared chant. a shared screen or a shared moment of joy.”.

BT’s campaign will use the poem to bring together voices from across the UK. aiming to capture what football means now — the emotion. the atmosphere. the matchday rituals. and the moments that connect supporters whether they’re in a stadium. at home. or on the move. The launch comes after a national consumer survey found 75% of fans say they are already excited for Euro 2028 in the UK even before the start of the World Cup.

Claire Gillies, CEO of BT Consumer, said Euro 2028 “will be one of the defining moments for the UK this decade,” and that BT is stepping in as the “Official Telecommunications Partner,” using its networks and technology to power “every moment, wherever fans choose to experience the action.”

Gillies also described the poem as a celebration of football’s ability to bring people together. adding that it reflects “the power of connectivity to unite fans through shared experiences.” She said BT’s focus is on providing the infrastructure and fan experiences that will help deliver a “most connected tournament for the UK. ” pointing to how “every day. millions of customers depend on BT” to do “brilliant things.”.

What ties the announcement together is the insistence. from Skinner through to the BT leadership. that this tournament isn’t just a competition you watch — it’s something you share. The poem’s images of fists punching the air or clenched in despair. set against cities and a club-rooted identity. land with a simple idea: football is communal. and Euro 2028 is being sold as the next big reason for people across the UK to feel connected at once.

Frank Skinner Three Lions Euro 2028 BT partnership West Bromwich Albion England poem consumer survey Claire Gillies