Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are available to pre-order on 11 September, iPhone 18 Pro and iPhone 18 Pro Max are available to pre-order starting on 12 September, and iPhone Duo is available to pre-order starting on 16 October

EE will be the first in the UK to offer iPhone Handoff - a new capability that enables customers to seamlessly use two devices with a single mobile number, available later this year

EE, the UK's best network, today announced that it will offer the latest Apple lineup, including iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. Combining Apple's most advanced technology with award-winning connectivity, EE is giving consumers and businesses the best possible experience on the UK's best mobile network, because the ultimate Apple device range deserves the ultimate network.

Customer will be able to pre-order iPhone 18 Pro and iPhone 18 Pro Max on 12 September, with availability beginning 18 September. Pre-orders for iPhone Duo begin on 16 October, with availability beginning 23 October. The new Apple Watch lineup and AirPods 5 are available for customers to pre-order on 11 September, with availability beginning 18 September. For complete pricing and availability details, please visit www.ee.co.uk

In addition, EE will be the first in the UK to support Apple’s new iPhone Handoff feature - a new capability that enables customers to easily switch back and forth between two iPhone models with the same mobile number. Available later this year, iPhone Handoff will provide EE customers with even greater flexibility and convenience across their Apple devices.

By combining Apple's latest innovations with EE's award-winning 5G network, consumers and businesses can enjoy a premium connected experience, whether streaming, gaming, creating content, making work video calls or taking card payments on the go. With the UK’s largest 5G coverage and access to EE's advanced 5G+ network in all major towns and cities, EE delivers fast, reliable connectivity that helps customers get the very best from their devices, wherever they are. Paired with Apple's longest-lasting iPhone battery ever, the new line-up gives customers the freedom to do more, stay connected for longer and make the most of every moment.

Customers purchasing a device from the new iPhone line-up can choose from a range of pay monthly plans that combine the UK's best network with exclusive benefits designed to help them get even more from their device. Customers choosing an eligible plan can also benefit from Fast Lane, EE's dedicated 5G+ lane, which delivers faster, more reliable connectivity when the network is at its busiest. Following the launch of iOS 27, customers on compatible iPhone devices will see a 5G+ indicator when connected to EE's advanced 5G+ network, making it easier than ever to enjoy the full power of EE's fastest mobile experience.

EE is also making it easier and more affordable for existing customers to upgrade to the latest iPhone models. Customers on eligible Flex Pay plans can take advantage of Early Phone Swap, allowing them to upgrade up to a year early, on selected 36- or 48-month plans. Small business customers can also enjoy greater flexibility, with the option to upgrade at any time on selected plans. In addition, EE Trade In offers customers another way to save on the latest Apple line-up, making upgrading even more affordable.

Claire Gillies, CEO Consumer, BT said: “We're proud to bring Apple's latest device line-up to customers on EE and to be the UK’s only launch partner for iPhone Handoff, which will be available later this year. From the breakthrough foldable design of iPhone Duo to huge leaps in pro-level performance and battery life across the iPhone 18 Pro line-up, these are some of Apple's best products yet. By combining these innovations with our award-winning connectivity, we're giving customers access to some of the most advanced connected experiences available today.”

She added: “The ultimate iPhone and Apple Watch range deserve the ultimate network, and that's exactly what EE delivers. Powered by the UK's best network, and with access to Fast Lane, our dedicated 5G+ lane, eligible customers can enjoy faster, more reliable connectivity, even at the busiest times. And with benefits such as Early Phone Swap and EE Trade In, we're making it easier and more affordable than ever for customers to upgrade to Apple's latest products on EE."

Consumers and businesses can pre-order the latest Apple devices now from EE stores, EE telesales and online. For complete pricing and availability details, please visit www.ee.co.uk

The latest iPhone models

iPhone Duo is the first foldable iPhone, featuring a breakthrough design that’s beautiful, versatile, and durable. iPhone Duo opens to a large 7.6-inch inner display for viewing content, gaming, and multitasking, and closes to a compact, pocketable 5.4-inch outer display. Built to last with an innovative hardware design and precision hinge, iPhone Duo is powered by A20 Pro to deliver pro performance and impressive all-day battery life, and offers an advanced camera system, with the folding design unlocking fun new ways to use the camera that aren’t possible on any other iPhone. iOS 27 is also reimagined for the versatile ways users can interact with iPhone Duo. iPhone 18 Pro and iPhone 18 Pro Max offer the new 48MP Fusion Main camera with variable aperture, the most advanced camera Apple has ever made, and new Pro controls let users customise their experience. Powered by A20 Pro, iPhone 18 Pro and iPhone 18 Pro Max deliver huge leaps in battery life and performance. iPhone Duo and iPhone 18 Pro models feature Apple Intelligence1 and Siri AI2, an entirely new version of Siri, rolling out in beta in English with iOS 27, to bring AI capabilities together with a user’s personal context to become an intelligent personal hub with privacy and security at the core. iPhone Duo is available in two refined colours: star white and night sky. iPhone 18 Pro and iPhone 18 Pro Max are available in four elegant finishes: black, silver, glacier, and an all-new burgundy.

iPhone Duo and iPhone 18 Pro models feature eSIM3, offering greater flexibility, better security, and seamless connectivity compared to traditional physical SIM cards. iPhone Duo features an eSIM-only design that saves internal space to maximise battery capacity.

The newest Apple Watch models

Apple Watch Series 12 and Apple Watch Ultra 4 offer the most accurate heart rate sensing in a wearable4. Apple Watch Series 12 and Apple Watch Ultra 4 have been engineered with the new Health Sensing System and S11 chip to offer an enhanced suite of health and fitness features including a new readiness score, higher-frequency heart rate and heart rate variability (HRV) measurements, plus extended workout battery life and faster charging. Both models also offer 5G cellular capabilities. Apple Watch Series 12 is available in 42mm and 46mm sizes in an array of beautiful finishes, including dark bronze, black, light gold, and space grey aluminium; radiant gold and natural titanium; and a stunning ceramic material, in pearl white and night blue. Apple Watch Ultra 4 is available in natural and black titanium.

With watchOS 27, Apple Intelligence comes to the wrist, bringing Siri AI to Apple Watch Series 12 and Apple Watch Ultra 4 with personal context understanding and broad world knowledge.5 Arriving later this year, new Audio Intelligence features roll out in beta in English to help users stay aware of the world around them, catch what they missed, and remember key moments — with user control, privacy, security, and accessibility at the centre of their design6.

AirPods 5

AirPods 5 deliver the industry’s best Active Noise Cancellation (ANC)7 in an open-ear design, powered by a new multiport acoustic architecture and next-generation Adaptive EQ for even more immersive sound. Their breakthrough open-ear ANC removes up to 50 percent more external noise compared to the previous generation, alongside a more natural Transparency mode. Combined with Siri AI and iPhone, AirPods enable users to draw on their personal context and get answers with broad world knowledge, entirely hands-free. Users can also respond to Siri using head gestures or use Live Translation to help connect across languages. For users who want even more, AirPods 5 with Wireless Charging Case adds longer battery life and on-stem volume control.8

EE will offer Apple’s latest products including iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. Customers will be able to pre order iPhone 18 Pro and iPhone 18 Pro Max on Saturday, September 12, with availability beginning Friday, September 18. Pre-orders for iPhone Duo begin Friday, October 16, with availability beginning Friday, October 23. The new Apple Watch models and AirPods 5 are available for customers to pre-order Friday 11 September, with availability beginning Friday, September 18. For complete pricing and availability details, please visit www.ee.co.uk

EE has today announced it is bringing ‘Parents’ Evening’ sessions to the high-street for millions of parents, in time for the back-to-school season. The free, one-to-one bookable appointments have been designed to help families manage young people’s online safety and social media use. The intervention builds on a suite of support already offered to young people, including Safer SIMs and smartphone guidance.

It comes as millions of families across the UK prepare for a return to school this week. EE is setting the stage for a national conversation between parents and teachers about smartphone safety, at a time when it is needed most.

Smartphone ownership is now the norm among secondary school children, with nine in 10 (93%) expected to walk through the school gates with one in their pocket this week. But new research from EE finds parents, teachers and pupils are all expecting fallout from a summer of out-of-school screentime to spill into the classroom this term and are calling for help making the return to routine easier.

Secondary school teachers have a unique perspective on the matter. According to EE’s research, nine in 10 (87%) have seen concentration spans shorten in recent years. A further 85% are seeing issues originating online, from group chat fallouts to late-night scrolling, routinely disrupt lessons and eat into valuable learning time.

It’s a challenge most pronounced in the weeks after the summer holidays. Two in five teachers (39%) say re-establishing phone rules and expectations with pupils in the first few weeks of term is significantly harder than at any other point in the year.

Matthew Burton, Headteacher of Thornhill Community Academy and star of Channel 4's Educating Yorkshire, said: "Establishing good routines after a long summer holiday is crucial. We often see pupils come back to school after six weeks of relative freedom online and land with a bump at their school desk. For teachers, a lot of the first half of term is spent getting pupils to shake those bad habits and refocus on their studies.

“This isn’t about demonising parents for letting kids use smart devices; with the right guardrails they can be an invaluable resource. But as a parent myself I know that the conversations that make the biggest difference happen at the kitchen table, so I wanted this homework sheet to give parents some genuinely useful tips to give their children the best possible start to the new school year."

Parents under pressure

At home, the picture is similar. Nearly three quarters of pupils (72%) say smartphones and social media have led to arguments with their parents this summer, and a third (34%) of parents say the return to school adds further pressure as children readjust after heavier-than-usual screen use.

For parents, the concern is as much about promoting safe use as it is curbing over-use. Almost a third (31%) are concerned that their child is experiencing negative or harmful content online.

More than half (55%) say the pace of technological change is overwhelming, making it difficult to judge whether they are setting the right rules at home. A similar proportion (52%) say dedicated sessions on children's online safety would help them navigate the period.

Claire Gillies, CEO, Consumer at BT’s Consumer Division said: "The digital world brings huge opportunities for young people, but it can also be a source of anxiety for parents. As a parent of a teenager myself, I understand those challenges firsthand. That’s why we’re committed to giving families practical support and trusted advice when they need it most.

“As the UK’s best network for families, we are committed to helping people stay connected with confidence. From our ‘Parents Evening’ sessions to Safer SIMs and smartphone guidance, EE is helping families make informed decisions as children head back to school. We’ve made tens of thousands of appointments available in our stores nationwide, and I encourage parents to take advantage of that support.”

Parents’ Evenings

Throughout September, free half-hour online safety appointments will be available in EE stores nationwide, giving parents one-to-one time with a trained colleague to set up parental controls, review app settings and talk through the questions they are not sure how to ask. The sessions will also be available throughout the academic year, so parents can book in a refresher session every term.

EE has also worked with headteacher and Educating Yorkshire star Matthew Burton, alongside teachers from across the country, to create a free 'homework sheet' for parents. The ten-minute exercise is designed to help parents start the conversation and set up effective parental controls before the new term gets under way.

Appointments are available from today and can be booked online, in-store or over the phone. The free 'homework sheet' can be downloaded online here.

Preparing for the ban

Adding to the uncertainty, is the upcoming social media ban, earmarked for enforcement from Spring 2027. Seven in ten (70%) parents are glad the government has stepped in, but most (60%) are worried that the restrictions will be difficult to enforce.

And their concerns are not unfounded. Almost half (44%) of 11 to 15-year-olds due to be affected by the ban say they have already discussed with their peers how to get around the restrictions, while 56% of 11 to 17-year-olds expect they will switch to different apps once it takes effect.

Concerningly, one in six (16%) parents mistakenly believe the ban is coming into force this week, which may leave up to one million young people unsupervised by their parents online.

Rachel Huggins, CEO of Internet Matters said: “Many parents tell us they feel overwhelmed when it comes to their children’s online safety and that managing children’s screentime can feel like a constant battle. After a summer of changed routines and often increased screen use, the start of a new school year can be an ideal opportunity for families to reset digital habits and expectations together.

“One of the best places to start is with open and honest family conversations.  Taking an interest in children's online lives, discussing why boundaries and balance on screen use are important and making sure they know they won't be blamed if something goes wrong can help create the trust they need to seek support when it matters most.

“The EE homework sheet is a useful way to help parents kick-start those conversations, while EE's Parents' Evenings make it easier for busy families to access practical support on parental controls and online safety settings. Conversations and controls go hand in hand, and together they can help children enjoy the benefits of the digital world safely and confidently.”

EE offers a suite of online safety tools to help families navigate changing online rules, from Safer SIMs, dedicated mobile plans for under-18s, to robust content filters at network level and parental controls on home Wi-Fi. To help spark important conversations about responsible device use, EE’s P.H.O.N.E. Contract, a free resource designed to help parents and children get on the same page about device use dos and don’ts, is available to download here.

Appointments are free to book at https://ee.co.uk/store-finder or in any EE store. The 'homework sheet' can be downloaded here. 

ENDS

Methodology

Research conducted by Opinium (member of the British Polling Council) on behalf of EE among 1,000 UK parents of secondary school children, 1,000 young people aged 11 to 17, and 100 secondary school teachers, between the 14^th and 20^th August 2026.

About the social media ban

The UK government announced on 15 June 2026 that social media platforms will be prohibited from offering services to under-16s, with regulations expected before the end of 2026 and protections coming into force in Spring 2027. Affected platforms include Snapchat, TikTok, YouTube, Instagram, Facebook and X. Messaging services including WhatsApp and Signal are excluded. Enforcement sits with platforms rather than parents or children.

About the homework sheet

Developed with Matthew Burton, Headteacher of Thornhill Community Academy, Dewsbury, Manny Botwe, Headteacher of Tytherington School, Macclesfield, and President of the Association for School and College Leaders, and Chris Tooley, Principal of The Netherhall School, Cambridge. Free to download online, here.

• EE is one of the priority retailers for the extremely sought after XBOX Series X25 Limited Edition console

• Finished in translucent OG green and inspired by one of the most iconic XBOX designs in the brand's 25-year history, the Series X25 Limited Edition combines nostalgic design with the full power of a modern XBOX Series X, arriving in November 2026

• Fans can pre-order the limited-edition products online or at any EE Store across the UK

• In celebration of the launch, EE’s flagship Studio store in Westfield, White City will also showcase a giant XBOX Series X25 installation designed for the ultimate fan photo moment

• To pre-order the XBOX Series X25 Limited Edition, visit: https://ee.co.uk/gaming/xbox

London, 27 August 2026 - EE, the UK's number one network for gaming, has today announced it is one of only three retailers in the UK selected to offer the XBOX Series X25 Limited Edition available for pre-order from today (27^thAugust). The launch marks a landmark moment in gaming history, the 25th anniversary of XBOX, and is another step forward for EE in its journey to becoming the UK’s number one destination for gaming.

Available to purchase from £759 the XBOX Series X25 Limited Edition is a bold reimagining of one of gaming's most iconic console designs. Finished in translucent OG green, a nod to the original XBOX that started it all, it features a new "X" animation that lights up green when you power it on, along with the "XBOX 25" mark that signals its place in the pantheon of gaming hardware.

Joining the console is the XBOX X25 Special Edition controller, which packs 25 years of design into every detail and is available to purchase for £74.99. For the first time, fans can see through the back case and battery door, revealing the classic XBOX logo. Original-colour ABXY buttons bring the past forward, while the green XBOX button calls back to the moment the first green "X" burst onto the scene.

Pre-orders opened today, following the worldwide announcement at Gamescom 2026. With stock limited and demand expected to be high ahead of the console's November 2026 arrival, fans are encouraged to secure their pre-order early at their nearest EE store or at https://ee.co.uk/gaming/xbox.

Experience the XBOX Series X25 Limited Edition at the EE Studio

To mark the launch, EE is bringing the XBOX Series X25 Limited Edition to life at its flagship EE Studio store in Westfield London, White City. From 27th August until mid-September, fans can get up close to a spectacular 2.8-metre-high XBOX Series X25 and controller installation, a larger-than-life centrepiece designed for the ultimate fan photo moment.

The EE Studio, which opened in June 2023, is the UK's largest telco retail space, combining physical and digital experiences to guide visitors through every stage of their connected lives. The store features various experience zones, including a dedicated Gaming Zone which gives fans the chance to get hands-on with the latest gaming experiences.

To further celebrate the launch, customers who pre-order the XBOX Series X25 Limited Edition with EE can enter a prize draw for the chance to win a £500 EE Game Card. To enter, customers should complete the prize draw form via the XBOX Series X25 Product page at https://ee.co.uk/gaming/xbox-x25-competition after pre-ordering. Customers pre-ordering in store should remember to complete the online form too.

Nichola Chandler, Partnerships Director at EE, said: “We know the launch of the XBOX Series X25 Limited Edition is a huge moment for fans of this iconic brand, and EE is proud to be one of only three UK retailers bringing it to them. From pre-order through to play, we're focused on delivering an outstanding experience for gamers.

Combined with EE's award-winning network and broadband connectivity, we're helping customers get the very best from gaming, whether they're downloading the latest titles, playing online with friends or streaming content. It's another major milestone in our journey to make EE the home of gaming in the UK”.

To pre-order the XBOX Series X25 console and XBOX X25 Special Edition Controller, visit https://ee.co.uk/gaming/xboxor head to your local EE store.

For further information, visit: ee.co.uk/gaming

• The Google Pixel 11, 11 Pro, and 11 Pro XL and 11 Pro Fold are now available to pre-order on EE's award-winning network via EE shops, EE telesales and EE.co.uk
• New and upgrading customers can save up to £1,306 on the Pixel 11 Pro XL with EE's introductory offer, which includes 125GB of data, unlimited minutes and texts, plus access to EE's award-winning network
• Those trading in eligible smartphones can also save up to £528 on the new Google Pixel 11 series

12^th August 2026, London: EE today announced that customers can now pre-order Google’s latest smartphone range, the Google Pixel 11 series, through EE shops, EE telesales and EE.co.uk. The Google Pixel 11 series is the perfect accompaniment to EE’s award-winning 5G standalone network, with EE being crowned the UK’s best network by RootMetrics® for a record-breaking 12 years in a row.

The latest Pixel handsets introduce a host of new features, powered by Gemini Intelligence at their core. From the Pixel 11’s striking design and powerful camera, to the Pixel 11 Pro and Pro XL’s eye-catching design, to the ultra-thin yet powerful Pixel 11 Pro Fold, which features a brighter display, a more durable design and effortless multitasking, there’s a device to suit every lifestyle.

Google Pixel 11 Series Pricing

The Google Pixel 11, 11 Pro, 11 Pro XL and 11 Pro Fold are available to pre-order across a wide range of plans immediately from EE, with new and upgrading customers able to save up to £1,306 on the Pixel 11 Pro XL

Other EE price plans include the following 48-month Flex-Pay agreement options, with these offers running from 12^th August until 27^th August.

• The Google Pixel 11 Pro Fold is available for £30 upfront and £50 per month on a 48-month contract – offering a total saving of £1,248
• The Google Pixel 11 Pro XL is available for £30 upfront and £38 per month on a 48-month Flex Pay plan – offering a total saving of £1,306
• The Google Pixel 11 is available for £30 upfront and £33 per month on a 48-month Flex Pay plan – offering a total saving of £712
• The Google Pixel 11 Pro is available for £30 upfront and £47 per month on a 48-month Flex Play plan – offering a total saving of £626

EE Trade-in Offers

Customers who trade in an eligible smartphone in any condition with EE can save up to £528 on a new Google Pixel handset from 12^th August until 1^st September.

Example EE trade-in offers include:

• Trade in an eligible smartphone in any condition and save up to £336 when you buy a Google Pixel 11.
• Trade in an eligible smartphone in any condition and save up to £432 when you buy a Pixel 11 Pro.
• Trade in an eligible smartphone in any condition and save up £528 when you buy a Google pixel 11 Pro XL or Google Pixel 11 Pro Fold.

Google Pixel Watch 5

Customers purchasing a new Google Pixel handset with EE can also add the new Google Pixel Watch 5 at a discounted monthly price from just £16 per month, making it even easier to stay connected.

Customers can take advantage of the following promotional offers:

• Google Pixel Watch 5 45mm is available to add from £18 per month during the from 12^th August until 27^th August
• Google Pixel Watch 5 41mm is available to add from £16 per month during the from 12^th August until 27^th August

Buds Pro 2

Customers ordering a Google Pixel handset with EE on a Pay monthly contract can also claim Google Pixel Buds Pro 2 for £1 from 12^th August until 27^th August. Customers will receive a voucher code 14-30 days post purchase to claim the new Buds Pro 2 for £1. Eligibility applies.

Accessories

Save 30% off phone cases for the Pixel 11 Series when bundling with the new Pixel 11 series, from 12^th August to 30^th September. Additionally, customers can get a 50% discount on all Pixel chargers when bundling with the new Pixel 11 series. Offer ending on 1^st September.

Nichola Chandler, Partnerships Director at EE, said: “The new Google pixel 11 Series gives customers more ways to create, connect and get things done with the power of Gemini Intelligence built in. From capturing incredible photos videos with an advanced Pixel Camera, to using Gemini to simplify everyday tasks and unlock new levels of creativity, the Pixel 11 Series is designed to help people make the most of every moment. Paired with EE’s award-winning 5G network, customers can enjoy fast, reliable connectivity that helps them get the very best from their Google Pixel experience”

For more information on the new Google Pixel 11 series from EE, please visit www.ee.co.uk

Sharon Meadows, Managing Director, Marketing & Commercial, EE

For many of us, our smartphone is one of the most important pieces of technology we own. Whether it's keeping in touch with family and friends, managing our finances, capturing memories or streaming entertainment on the go, we rely on our devices every day.

Having access to the right device shouldn't feel out of reach. Yet as technology continues to evolve, affordability remains an important consideration for many households. As cost-of-living pressures continue, many people are taking steps to better manage their household budgets, with some cutting back on non-essential spending and others shopping around more carefully before making purchases.

That's why we're expanding EE Flex Pay, giving customers greater freedom to choose how they pay for the devices they want. Customers can now choose from 12, 24, 36 or 48-month repayment terms on eligible smartphones, making it easier to access the latest technology in a way that works for their individual circumstances.

Introducing New 48-Month Smartphone Repayment Options

The introduction of a new 48-month device agreement through EE Flex Pay gives customers another way to spread the cost of a smartphone and keep their monthly payments lower.

Whether they're looking to upgrade to the latest flagship device, better manage their monthly spending or find a payment option that works around their circumstances, the expanded range of repayment terms gives customers greater control over how they pay.

What is EE Flex Pay?

EE Flex Pay separates the cost of the handset from the airtime plan, enabling customers to spread the cost of their device over a timeframe that works for them.

Customers who choose a 48-month device agreement continue to benefit from a separate 24-month airtime plan and can settle their remaining device balance at any time.

Even more ways to save on your next smartphone

The expansion of Flex Pay is part of EE's wider commitment to helping customers access great technology in a way that works for them.

Customers can also make upgrading more affordable through EE Trade In, turning old devices into cash that can be put towards a new phone.

The service provides an instant quote, free postage and fast payment, making it easier than ever to give old technology a second life.

For customers looking to save money while making a more sustainable choice, EE's refurbished smartphone range offers high-quality Apple and Samsung devices with pay monthly plans or device agreements and airtime plans. Every refurbished device undergoes a rigorous 53-point inspection and comes with an extended warranty.

Putting customers in control

Whether it's choosing a shorter 12-month repayment term to pay off a device sooner, spreading the cost over 48 months to reduce monthly outgoings, trading in an existing handset or opting for a refurbished device, EE is giving customers more ways to access the devices they want.

EE Flex Pay: At a glance

• EE Flex Pay now offers 12, 24, 36 and 48-month device repayment terms
• Customers can choose the repayment option that best suits their budget and needs
• Device and airtime costs are separated, providing greater flexibility
• Customers on a 48-month device agreement continue to benefit from a separate 24-month airtime plan
• Customers can settle their remaining device balance at any time

Frequently Asked Questions

Does EE offer 48-month smartphone repayment terms?

Yes. EE customers can choose a 48-month repayment term on eligible smartphones through EE Flex Pay.

What repayment terms are available through EE Flex Pay?

EE Flex Pay offers customers a choice of 12, 24, 36 or 48-month device repayment terms on eligible smartphones.

What is EE Flex Pay?

EE Flex Pay separates the cost of the handset from the airtime plan, allowing customers to spread the cost of an eligible smartphone over a repayment term that suits them.

Can customers pay off their device early?

Yes. Customers can settle their remaining device balance at any time.

• EE’s Early Phone Swap gives customers the freedom to get their hands on any new phone a year early, by swapping their old one for a new one at no extra cost.
• Customers can stay ahead with access to the latest flagship devices every year, from the iPhone 17 and Samsung Galaxy S26 Ultra to the Google Pixel 10 Pro XL, all powered by 5G+ on the UK’s best network
• The launch comes as EE introduces new 12 and 48 month Flex Pay contract lengths, giving customers even greater flexibility and choice
   

London, 11th August 2026 – EE has today announced the rollout of Early Phone Swap, available immediately to all customers on its Flex Pay contracts, making it easier than ever to get the latest handsets on the UK’s best network.

Early Phone Swap is now available to nearly one million EE customers, both in-store and over the phone, giving them the freedom to upgrade to any new or refurbished handset a year early at no extra cost. Whether they’ve got their eye on the latest release, are dealing with a damaged device or cracked screen, or their battery just isn’t lasting like it used to, customers can quickly and easily switch to a better phone and enjoy that ‘new phone feeling’, without having to wait until the end of their contract. 

Unlike other providers, customers can use Early Phone Swap to choose any new phone that they fancy. They simply need to pick the handset they want and send their old one back to EE in good working order. If the phone is worth more than the balance left to pay on their device plan, EE will credit the difference to their bank account, so they won’t miss out. 

Buying a handset with EE means customers get much more than just a new device. Whether choosing a brand-new or refurbished phone, customers can spread the cost interest-free with a choice of flexible 12, 24, 36 or 48-month Flex Pay plans to suit their budget. Those opting for a refurbished device can also choose from EE's newly launched 'Very Good' range, offering even more value without compromising on quality. 

Every handset comes with an extended warranty for added peace of mind, while EE's expert support is on hand if anything goes wrong, with repairs available from as little as two hours or fast access to specialist technicians. Combined with 100% UK and Ireland-based customer service teams and more than 400 retail stores within easy reach of almost 90% of the UK population, EE gives customers the confidence that help and support are always close at hand.

The launch of Early Phone Swap comes alongside the introduction of new 12 and 48 month Flex Pay contract lengths, giving customers even more options when choosing a plan that suits their lifestyle and budget. Together, these changes represent a significant step forward in the way EE gives flexibility to its customers, backed by the strength of the UK’s best network.  

Sharon Meadows, Managing Director, Marketing & Commercial, EE said “We know our customers want the very best devices and the freedom to get the phone they really want. Early Phone Swap puts that power firmly in their hands, letting them swap their old phone and get something new every year, on the UK’s best network and at no extra cost.”

“Whether you’re dealing with a cracked screen, a phone that’s past its best or you simply want to get your hands on the latest and greatest handsets, Early Phone Swap makes the whole process simple and straightforward for our Flex Pay customers.”

For more information on Early Phone Swap, visit ee.co.uk/why-ee/early-phone-swap.

• EE has launched all-new Advanced Full Fibre broadband, offering download speeds of 2.3Gbps and 8Gbps, on next-generation XGS-PON technology
• The service delivers broadband speeds up to 222 times faster than standard superfast fibre, and a rock-solid connection with capacity to connect up to 190 of the latest devices simultaneously.
• EE’s Advanced Full Fibre has launched in Guildford, Woking and surrounding areas, with availability set to expand further as Openreach continues its national XGS-PON rollout

EE, the UK's fastest-growing broadband provider, today launched Advanced Full Fibre broadband in Guildford, Woking and surrounding areas, becoming the first major UK provider to offer broadband speeds of up to 8Gbps on next-generation XGS-PON technology.

Following a successful customer trial earlier this year, EE's Advanced Full Fibre is now available for customers in eligible postcodes. With download speeds of 2.3Gbps and 8Gbps available from launch, the service is designed to support increasingly connected households both today and in the future. EE’s Advanced Full Fibre 2.3Gbps plan is available from £54.99 per month, and the 8Gbps plan is available from £74.99 per month.

Built on next-generation XGS-PON technology delivered over the Openreach network, Advanced Full Fibre delivers rock-solid reliability and speeds up to 222 times faster than standard superfast fibre broadband. Designed for the demands of modern households, Advanced Full Fibre supports bandwidth-intensive activities such as 4K and 8K streaming, online gaming, remote working, video conferencing and smart home technology. Its ultra-fast upload and download capabilities also make it ideal for customers who regularly upload large files, create content, back up data to the cloud or rely on seamless video collaboration. With the capacity to support up to 190 of the latest connected devices simultaneously without any drop in performance, Advanced Full Fibre is built not only for the demands of modern households today, but for the connected experiences of tomorrow.

Luciano Oliveira, Director of Product, Home and TV, EE said “Today marks a major milestone for EE as we become the first major UK provider to offer broadband speeds of up to 8Gbps on next-generation XGS-PON technology. As homes become more connected and customers place greater demands on their broadband, we're investing in the technologies that will power the next generation of digital experiences. Advanced Full Fibre combines exceptional speed, reliability and capacity, giving customers the confidence to do more online today while being ready for whatever comes next. We're delighted that households in Guildford, Woking and the surrounding areas are the first to benefit, and we look forward to bringing this capability to more homes across the UK.”

Eligible customers can sign up at ee.co.uk/broadband/advanced-full-fibre

• Samsung’s all-new Samsung Galaxy Z8 Series is available to pre-order on EE from just £47 per month, with savings of up to £528 also available to customers who trade in select Samsung devices
• EE is also offering the new Samsung Galaxy Watch9 and Galaxy Watch Ultra2, with customers able to save up to £18 per month when they buy alongside a new handset
• For the ultimate listening experience, customers who pre order a new handset can claim the Samsung Galaxy Buds4 Pro for just £1

LONDON, July 22nd 2026: EE today announced that Samsung’s all new Galaxy Z8 series, including the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8, is available to pre-order now on EE via EE stores, EE tele-sales and ee.co.uk. 

The new Galaxy Z8 Series comes with a host of new features, ranging from the Galaxy Z Fold8’s wider foldable display the Galaxy Z Fold8 Ultra’s powerful Multi Window functionality and the Galaxy Z Flip8’s FlexCam, making it the perfect accompaniment to EE’s award-winning 5G network.

The latest handsets bring a new era of foldable technology, with immersive displays, enhanced productivity features and new ways to capture and personalise content across the Galaxy Z8 Series .  

EE Samsung Galaxy Z8 Series Pricing

The Galaxy Z8 series is available now to pre-order, with new and upgrading customers able to save up to £1056 on the handsets in addition to any trade-in savings.

Example EE pricing includes the following options:

• Samsung Galaxy Z Fold8 is available from EE for £54per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a total saving of £1056
• Samsung Galaxy Z Fold8 Ultra is available from EE for £59 per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a saving of £1056
• Samsung Galaxy Z Flip8 is available from EE for £47 per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a saving of £768 

SIM-free purchase

The Samsung Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 are also available to pre-order on a SIM-free contract. 

Customers making a SIM-free purchase will even be able to spread the cost of 24 months on 0% finance on the EE marketplace.

Samsung Galaxy Buds4 Pro

For the ultimate listening experience, customers can claim Samsung Galaxy Buds4 Pro for just £1, when purchasing the Galaxy Z8 Series on a PAY Monthly plan from 22 July to 6 August.

Available with the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8, the Buds4 Pro deliver an advanced, more personal listening experience. The new Galaxy Buds4 Pro feature an all-new design, with built-in interactive AI features like real-time translation, AI hands-free gestures and Samsung’s best ever Active Noise Cancellation.

Trade-in offers

Customers who trade in an eligible smartphone with EE can save up to an additional £528 on the new Samsung Galaxy S26 series, when they trade in their old Samsung device, in any condition. 

Example EE trade-in offers include:

• Customers trading in the Galaxy Z Flip3, Z Flip4 or Z Flip5, Galaxy Z Fold2, Z Fold3 or Z Fold4, Galaxy S20, S20+, S20 Ultra, S20 FE, Galaxy S21, S21+, S21 Ultra, S21 FE, Galaxy S22, S22+ or S22 Ultra, or Galaxy S23 FE can save up to £240
• Customers trading in the Galaxy Z Flip6, Galaxy Z Fold5, Galaxy S23, S23+, S23 Ultra, or Galaxy S24 FE can save up to £288
• Customers trading in the Galaxy Z Flip7, Galaxy Z Flip7 FE, Galaxy Z Fold6, Galaxy S24, Galaxy S24+, Galaxy S25 Edge, Galaxy S25 FE, Galaxy S25 128 GB can save up to £336
• Customers trading in the Galaxy S24 Ultra, Galaxy S25 256GB or 512GB, or Galaxy S25+ can save up to £432
• Customers trading in the Galaxy Z Fold7 or S25 Ultra can save up to £528

Samsung Galaxy Watch9 and Galaxy Watch Ultra2 on EE

EE is also offering the new Samsung Galaxy Watch9 and Samsung Galaxy Watch Ultra2, giving customers even more ways to stay connected on the UK's best network, while accessing advanced health and fitness features. When paired with one of Samsung’s latest foldable devices, customers can track key health and fitness metrics and access detailed insights through the redesigned Samsung health app. 

The Galaxy Watch9 helps customers stay on top of their wellbeing with enhanced health tracking features, including heart health, sleep and energy insights powered by Galaxy AI. 

Designed for outdoor adventures, the Samsung Galaxy Watch Ultra2 combines advanced health and fitness tracking with enhanced navigation features. Customers can benefit from Dual GPS navigation for greater accuracy, while the 800mAh battery is designed to support extended workouts, whilst the new Trail Run feature gives turn by turn route guidance, information on upcoming ascents and real time hydration alerts. 

Customers can take advantage of the following promotional offers:

• Samsung Galaxy Watch9 40mm is available from £16 per month, saving £12 per month
• Samsung Galaxy Watch9 44mm is available from £18 per month, saving £12 per month
• Samsung Galaxy Watch Ultra2 47mm is available from £23 per month, saving £17 per month

The Galaxy Watch9 will be available from 22nd July to 6th August, while the Galaxy Watch Ultra2 launch offer will run from 22nd July to 27th August, providing an upsell opportunity throughout the pre-order and launch period.

Nichola Chandler, Partnerships Director at EE, said: “The new Samsung Galaxy Z8 Series gives customers even more ways to create, work and stay entertained, wherever they are. Whether it's capturing amazing content, multitasking on the move or enjoying immersive viewing on the stunning foldable display, the Z8 Series is designed to help people do more with their device. Combined with EE's award-winning 5G network, customers can enjoy fast, reliable connectivity that helps them get the very best from every moment.”

For more information on the new Samsung Galaxy Z8 series devices from EE, please visit www.ee.co.uk

END

EE is today launching an immersive Netflix-inspired sensory booth in its flagship EE Studio, inviting TV and film fans to step into their favourite shows and experience them like never before.

Designed to showcase the huge range of content available to stream on Netflix through EE TV, the pop-up will bring some of the platform’s most popular shows to life. From the heart-pounding mystery of Legends and Will Farrell’s laugh-out-loud comedy The Hawk, to the thrilling competition of WWE Raw, shoppers can choose their own adventure from three genres and be transported straight into the action.

Those approaching the thriller portal will find themselves uncovering mysteries in an eerie hallway covered in crime scene tape.

For some light relief, the comedy door will recreate the atmosphere inside a stand-up comedy club lounge, complete with an on cue laugh track and a gallery wall of some iconic funny moments.

And, for those wanting to get closer to a busy summer of sport, the sports portal will transport shoppers straight into the middle of a stadium, astro turf on the ground and the soft scent of fresh-cut grass in the air.

Emerging from the sensory booth, shoppers can also look forward to exclusive Netflix merchandise.

Asif Aziz, Retail Director at EE, comments: “TV has changed dramatically in recent years, giving people more choice, flexibility and control over what they watch, wherever they are. At EE, we’re always looking for new ways to bring fans closer to the entertainment they love, which is why we are excited to launch this immersive retail experience in our EE Studio and Experience Stores.

"Whether you are into thrillers, comedy or sport, it’s a fun reminder of the must-watch Netflix shows available through EE TV. We encourage TV and film fans alike to come into our store, experience it for themselves and speak to our expert EE Guides about flexible TV packages that are right for them."

Joshua Walker, Director, Marketing Partnerships - Northern Europe at Netflix, said: “This summer, Netflix is packed with feel-good favourites, and through EE TV it’s easier than ever for households to find something to watch together. We’re excited that people get to dive into these worlds in the EE store over the summer as we build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix."

EE TV is designed to offer a flexible TV experience for the busiest homes. EE TV includes flexible content packages and a choice of hardware with the EE TV App on Apple TV 4K, alongside EE’s own set-top box range and a multi-room option. With EE TV, customers can enjoy free-to-air TV, TNT Sports, Sky Channels and Sky Originals, plus every series from HBO Max Basic with Ads with NOW – and seamlessly access apps like Netflix and Apple TV too, which are included with most packages.

They also have the freedom to change their package every month, so they get even better value. Plus, customers who have EE Broadband, EE Mobile and EE TV together will become an EE One customer and get access to exclusive savings for the whole household.

Those wanting a slice of the action can head to the EE Studio in London’s Westfield, White City from 10 am on Saturday, 18th July, through to Wednesday, 22nd July. The Netflix-themed sensory booth will then head over to the West Midlands, with pop-ups taking over EE’s Experience Stores in Birmingham Bull Ring and Merry Hill.

To find out more about EE TV, visit: https://ee.co.uk/tv/partners/netflix

All day on Wednesday 15^th July, EE Pay Monthly, PAYG and SME customers*, will enjoy free data throughout the UK to stay connected during the match – whether streaming the game, messaging friends, checking the latest scores or celebrating every goal online. 

As England's journey in the tournament continues, millions of supporters are expected to tune in from homes, pubs, fan parks and on the move, driving another major spike in mobile data usage after EE customers generated an all-time record peak in traffic during England’s knockout match against DR Congo, which was 42% higher than normal.  

By zero-rating data across its mobile network, EE is ensuring fans can stay connected to the moments that bring people together, wherever they are. 

The initiative follows the launch of EE’s Yes Boys campaign, which shines a light on the growing impact of negative online influences on young boys, and the vital role football plays in building confidence, resilience and positive role models for the next generation. The campaign also forms part of EE's ongoing commitment to supporting young people’s wellbeing. 

Kelly Engstrom, Brand and Marketing Communications Director at EE said: "As proud lead partner of the Home Nations Football Associations, we know the power football has in bringing people together and creating positive moments that inspire the next generation. Through our Yes Boys campaign, we are supporting young people both on and off the pitch – and by offering free data all day, we are helping our customers get closer to the game and the moments that matter most. Whether watching at home, in the pub or following every moment on the move, our customers can count on the UK’s best network to stay connected and get behind England."  

EE will offer free data for its customers in the UK all day on Wednesday 15^th July. If customers have already used up their monthly data allowance, they'll still be able to access mobile data at no additional charge throughout the free data period, ensuring they don't miss a moment of the game. 

*Free data is available on Wednesday 15^th July to all EE Pay Monthly, PAYG and SME consumer customers, not including business plans.  

EE launches EE TV: The Ultimate Flex, a new multi-channel brand campaign showing how households can flex their EE TV package to include Netflix and catch this summer’s unmissable TV hits. From laugh-out-loud comedies and gripping crime dramas to must-watch sport, EE TV customers can enjoy titles on Netflix including Little Brother, Enola Holmes 3, The Hawk and WWE Raw, as well as switch up their sports and entertainment packages monthly. 

The campaign, created by EE’s in-house creative agency, The Exchange, will run across out of home (OOH), radio, social and digital audio and captures the summer holiday juggle, highlighting how households can switch on Netflix through EE TV to find something for everyone. It also highlights how EE TV gives customers better value and control through one simple, easy-to-use service, with the freedom to switch packages each month so they only pay for what they want to watch. 

From 18^th July, EE and Netflix are also bringing the campaign to life in three EE Experience Stores – Studio, London Westfield, Birmingham and Merryfield – inviting customers into a Netflix-inspired sensory booth celebrating the breadth of comedy, crime drama and sport available to watch on Netflix through EE TV. Attendees will also receive exclusive Netflix merchandise. 

Beyond the in-store experience, the campaign extends across interactive social content, experiential activations and EE’s partnership with Heart Radio. Together, they showcase the breadth of entertainment available through EE TV and Netflix, celebrating the freedom for viewers to choose what works for them. 

The media planning and buying for EE TV: The Ultimate Flex was handled by WPP Media’s team OpenConnect, with Posterscope managing the nationwide OOH.  

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “After a long day, there is nothing better than sitting back, switching off and finding something great to watch on TV. At EE, we understand that every household has different tastes and viewing habits that are always changing, which is why we are doing more to make sure EE TV has what they need, when they need it. With flexible packages giving customers access to incredible entertainment – from the best comedies and crime dramas to must-watch sport – EE TV gives customers more choice, flexibility and control over what they watch, all in one simple service.” 

Joshua Walker, Director, Marketing Partnerships - Northern Europe at Netflix said: “This summer, Netflix is packed with feel-good favourites and through EE TV it’s easier than ever for households to find something to watch together. From laugh-out-loud comedies and edge-of-your-seat crime dramas to eye-opening sports documentaries, there’s something for everyone in the family, whatever your mood. We’re excited to build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix this summer and beyond.”

Rebecca Marshall, Client President at OpenConnect, WPP Media, said: “This campaign starts with a reality many households will recognise – everyone wants to watch something different. EE TV’s flexibility solves a genuine viewer tension, and our job was to bring that to life through channels that people are already using to discover their next watch.” 

EE TV is designed to offer a flexible TV experience for the busiest homes. EE TV includes flexible content packages and a choice of hardware with the EE TV App on Apple TV 4K, alongside EE’s own set-top box range and a multi-room option. With EE TV, customers can enjoy free-to-air TV, TNT Sports, Sky Channels and Sky Originals, plus every series from HBO Max Basic with Ads with NOW – and seamlessly access apps like Netflix and Apple TV too. 

They also have the freedom to change their package every month, so they get even better value. Plus, customers who have EE Broadband, EE Mobile and EE TV together will become an EE One customer and get access to exclusive savings for the whole household.  

For more information on EE TV, visit: www.ee.co.uk/tv.  

To find out how to become an EE One customer, visit www.ee.co.uk. 

By Anita Muir, Marketing and Commercial Director, EE

Giving EE One customers even more value

Customers increasingly expect more from the brands they trust: not just great products and services, but joined-up experiences that are simple and deliver real value.

With EE One, we have been doing this for the last two years - bringing mobile, broadband and more together to give our customers a better, more connected experience that rewards their loyalty. EE One is a powerful proposition for households who want brilliant connectivity, greater simplicity and more value from the services they use every day.

To date, EE One has brought over a million households who combine EE Mobile and EE Broadband under one account, access to a range of exclusive benefits, including household savings, unlimited data boosts on eligible existing mobile plans, discounts on additional SIM and handset pay monthly plans, and the option to add EE TV - for an even more connected home experience. 

Building on the success of EE One

Today, we’re building on the success of EE One with the launch of EE One Up – our new rewards programme, designed to thank our EE One customers for choosing us to keep them connected at home and on the go.  

Available through the EE App, EE One Up gives our customers access to a fresh set of rewards every week, bringing together must-have experiences, technology offers and everyday treats. It's another way we're rewarding customer loyalty while delivering even more value on top of the benefits they already receive through EE One. 

Turn your Fridays all the way up

Everyone deserves something to look forward to at the end of the week. That’s why, every Friday, EE One customers can unlock a fresh set of rewards across three categories:

• Turn Up Tickets: Customers will have the chance to win tickets to some of the UK's biggest live events, alongside exclusive experiences from our partners. From major concerts at iconic venues such as Wembley Stadium to unique VIP opportunities, EE One Up helps bring customers closer to the moments that matter most.
• Turn Up Tech: Exclusive offers on the latest phones, gaming products, audio technology and more, helping customers access the best technology for less.
• Turn Up Treats: A range of offers and rewards from brands we know our customers love, making everyday moments that little bit better. 

Launching with experiences customers love

EE One Up launches with ‘a collection of rewards designed to help customers make the most of the Summer season. This week, customers can enter for the chance to win tickets to see Bruno Mars, enjoy a summer strawberry treat with an M&S e-gift card - powered by Lifestyle, and receive 15% off tablets in the EE Tech Store.

Alongside these weekly rewards, customers can benefit from double Airtime Rewards every Friday - when shopping with more than 200 participating retailers, including Boots and ASOS. And there's more to come: customers will soon be able to benefit from six months of free access to Readly*, giving them access to thousands of magazines and newspapers.

Ready to turn your Fridays up?

EE One customers simply need to download the EE App and check in every Friday to discover the latest tickets, tech and treats waiting for them.

Supporting our vision for customer value

At its heart, EE One Up is about saying thank you. Every day, millions of customers trust us to keep them connected on the UK’s best network, and we do not take that loyalty for granted. Whether through EE Rewards, which continues to offer great experiences and offers for EE customers, or through the additional benefits available with EE One Up - we're focused on doing more for our customers, giving them more value, more reasons to feel rewarded and more moments that make being with EE feel even better. By strengthening our role as a trusted connector, we're making those connections work harder for the people who matter most: our customers.

EE, the UK’s best network, today confirmed that customers can now pre-order Grand Theft Auto VI, as EE continues its ongoing ambition to become the UK’s number one destination for gaming.

Customers can secure their copy of one of the most anticipated game releases in history from ee.co.uk/gaming, with an exclusive add to plan offer of £5 a month with £13 upfront, available to secure ahead of the game’s highly anticipated launch on 19th November.

See below for a full pricing line-up for the game as well as various console bundles, all available for purchase on ee.co.uk/gaming:

Game Only

• PlayStation 5 GTA VI - £68
• Xbox GTA VI - £68

Buy console and game bundles together to save more

• PlayStation 5 Pro with GTA VI – £808 – Save £49.99
• PlayStation 5 Disc with GTA VI– £588 – Save £49.99
• Xbox Series X with GTA VI – £543 – Save £24.99

EE home broadband is also the perfect accompaniment for gamers wanting the best online experience when playing GTA VI. EE’s Broadband Made for Gamers bundle includes 1.6Gbps download speeds, Xbox Games Pass Ultimate which features 400+ games, as well as Game Mode, designed to allow gamers to maximise their in-home WiFi connection, providing a truly next-level gaming experience.

For further information, customers should visit: ee.co.uk/gaming

Launched nationwide from 19th June, the campaign marks EE’s first bespoke cinema collaboration of this scale. At its heart is a co-created 30-second film, bringing the much-loved Toy Story characters into a modern family context about tech, trust and growing up in a connected world.

The creative, produced by DCM’s creative arm, DCM Studios, playfully explores what happens when the Toy Story gang encounter technology for the first time - seeing screen time through a child’s eyes and using the story as a springboard for conversations about family life online. It connects directly to EE’s Safer SIMs offering, under 18s smartphone plans designed to give families greater control and reassurance online.

Running across DCM’s cinema estate during a major summer of family releases, the campaign places EE at the centre of a shared family moment – reaching parents and children together, in a high-attention environment. Media planning and partnerships was led by OpenConnect at WPP Media, EE’s dedicated media agency team.

Taking the story beyond the screen

The experience continues well beyond the film itself, with EE bringing the Toy Story 5 world to life across the cinema journey:

• Interactive foyer installations, where families can step into the Toy Story 5 world through photo experiences
• On-site EE Guides, offering practical advice and helping parents explore Safer SIMs in cinemas
• Influencer-led content across EE’s social channels, bringing the experience to life for families at home
• Cinema-wide presence across OOH formats, surrounding audiences from arrival through to screening
• Extended reach via YouTube, amplifying the creative beyond cinema audiences

Together, the campaign blends entertainment with practical support, helping EE play a meaningful role in how families navigate life online.

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “As the UK’s best network for families, we understand that while technology is becoming part of family life earlier than ever, for many parents that brings both excitement and uncertainty. This collaboration lets us bring that conversation directly into a space where we know families spend time together, in a way that feels entertaining, relatable and easy to engage with. By connecting the world of Toy Story 5 with EE’s Safer SIMs, we hope to help families have more open conversations about online safety and digital wellbeing.”

Rebecca Marshall, OpenConnect Client President at WPP Media said: “This is what happens when a collaboration is built around something people genuinely care about. By bringing together a much-loved franchise, a premium cinema environment and a useful solution from EE, we’ve created something that resonates with families in a really natural way.”

Jeremy Kolesar, Head of Creative at DCM added: “Cinema is one of the few places where families can enjoy a story, together and without distraction. That makes it a brilliant setting for a partnership like this. Working with EE on this Toy Story 5 inspired campaign, we’ve created something that goes beyond the screen and stays with audiences long after they leave.”

The collaboration with Disney and Pixar’s Toy Story 5 and DCM forms part of EE’s ongoing mission to connect for good, especially for young people as growing up with technology gets harder. It also builds on EE’s broader commitment to supporting young people’s wellbeing, which last year saw EE launch Safer SIMs - under 18s smartphone plans designed around different levels of independence.

For more information, visit: Safer SIMs | Sim Only Phone Plans for Kids & Teens | EE

·       Disney+ is the latest streaming service app now available on the EE TV Box Pro and EE TV Box Edge 

·       EE TV customers with a Disney+ subscription can now seamlessly access a wide range of additional entertainment and live sports from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN   

·       The addition reinforces EE’s mission to be the UK’s most comprehensive destination for live and on-demand content

London, 18th June – EE today announced that the Disney+ app is now available on the EE TV Box Pro and EE TV Box Edge, giving customers seamless access to the popular streaming service. With Disney+ now available, EE TV offers access to a wider range of films, series and originals without the need to switch devices - helping households spend less time searching for something to watch and more time enjoying it.

Disney+ is the streaming home for entertainment from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN. Customers can enjoy a constantly growing library of blockbuster movies, brand new originals, exclusive hit shows and live sports throughout the year, including Disney’s Zootropolis 2, Marvel Studios’ The Fantastic Four: First Steps, Lucasfilm’s Star Wars: Maul – Shadow Lord, The Testaments, FX’s The Beauty and season two of National Geographic’s Tucci in Italy, and can also look forward to upcoming premieres including British comedy-drama Alice and Steve and season five of FX’s The Bear. It has become a staple in many UK homes, appealing to a broad mix of audiences through its depth of storytelling and range of genres.

Subscription Options Through Disney+
Disney+ offers a range of subscription options, giving customers the flexibility to choose a plan that’s right for them. Billing is managed directly by Disney+:

·       Disney+ Standard with Ads – £5.99 per month

·       Disney+ Standard – £9.99 per month / £99.90 per year

·       Disney+ Premium - £14.99 per month / £149.90 per year

Luciano Oliveira, Director of Product, Home & TV, EE, said: “It's our goal to make EE TV a go-to destination for great entertainment, and adding the Disney+ app reinforces that by bringing an even broader mix of much-loved content to the platform. From big new releases to iconic series and timeless family favourites, it gives customers more of what they love, all in one place.”

Disney+ will be available on the EE TV Box Pro and EE TV Box Edge as an app, giving customers the flexibility to sign up and manage their subscription directly through Disney+. 

To find out more about EE TV, visit ee.co.uk/tv

●      Created by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi, Digitas, Publicis Production and LeShop the work runs across AV, Out of Home (OOH), Digital Out of Home (DOOH), Audio, Social, Online Video, Video on Demand (VOD), Cinema and Retail, with media planned and bought by OpenConnect, part of WPP Media.

●      To discover more, visit: Get the edge and stay ahead with 5G+ | UK’s Best Network | EE

EE, the UK’s best network*, has today launched its new brand campaign, Get the Edge. Created by Publicis Groupe UK’s cross-agency team, the work highlights how customers can get ahead with 5G+ on EE, it’s most powerful and reliable form of 5G connectivity*. 

The campaign creative has been led by Saatchi & Saatchi, and launches with a 60s film showing how EE customers can get the edge when it matters most thanks to the reliability and speed of  5G+ on EE. With 5G+ on EE ten times faster than 4G and providing extra battery life compared to standard 5G, the campaign demonstrates how small advantages like this can often make a huge difference.

All taking place during rush hour at a busy UK train station, the creative brings together a teacher fielding a classful of young children on a school trip, music lovers trying to secure coveted gig tickets, and commuters battling to grab the last e-bike, with each scenario showing how, with 5G+ on EE, they can get the edge, even in the busiest of places.

The work also launches across a reactive national OOH campaign featuring multiple visual representations of EE customers getting ahead of the crowds with 5G+. With bespoke regional placements in cities across the UK, regional OOH focuses on a text message narrative, with local references, highlighting the real life, recognisable pain point of messages not delivering on other networks when it matters most.

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most - whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+ on the UK’s best network, we are doing more to ensure our customers get the best connection possible so they never have to miss out again”.

Ben Mooge, Chief Creative Officer, Publicis Groupe UK, said: “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out. 5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”

The fully integrated campaign spans AV, OOH, DOOH, audio, social, online video, VOD, cinema, customer activation and retail, and has been creatively crafted by a cross-agency team from Publicis Groupe UK, including Saatchi & Saatchi and Digitas, who handled digital content that will go live throughout the summer. Media planning and buying was from OpenConnect, EE’s dedicated team at WPP Media.

Rebecca Marshall, OpenConnect Lead at WPP Media said: “‘The ‘Get the Edge’ campaign is built around moments we all recognise, with EE bringing the benefits of 5G+ to life in those times and places where it’s most needed. By showing up in these spaces, the campaign makes that advantage feel immediately relevant.”

5G+ on EE has been designed to provide customers with stronger mobile internet connections, faster download and upload speeds, and improved video calling, especially in busy locations and at peak times. It also provides extra battery life compared to standard 5G and is ten times faster than 4G, meaning customers can get closer to the front of the queue than the back. Plus with EE’s range of unlimited data plans, as well as Safer SIMs - under-18s smartphone plans designed around different levels of independence - customers can stay in control and ahead when it matters most.

To discover more, visit: Get the edge and stay ahead with 5G+ | UK’s Best Network | EE

• EE has announced its support for independent production company, Fact Not Fiction Films, to support ‘A Girl Called Alice’, a new 15-minute short drama that brings the realities of organised phone theft to life on screen

• Over 100,000 phones were stolen in London alone in 2024, and approximately 75% of stolen devices moved overseas to be resold in countries where UK network blacklisting does not apply

• EE works closely with law enforcement, including the Metropolitan Police Service, to combat the issue, with customers able to visit ee.co.uk/mobile-safety to find practical guidance on keeping their device safe and secure

London, 17 June 2026 – EE today announced its support for ‘A Girl Called Alice’, a new short film produced by award-winning independent production company Fact Not Fiction Films. The partnership reflects EE’s ongoing commitment to helping customers stay safe and highlights the growing urgency of mobile phone theft, an issue that resulted in more than 100,000 handsets stolen in London alone last year.

Set against the streets of contemporary London, the 15-minute crime drama follows Alice, a young woman with a reputation as one of the city’s most skilled phone thieves. When she is challenged by a notorious gang leader to prove her abilities, a police operation quietly begins to close in, exposing the scale and structure of the criminal networks behind everyday handset theft. 

The scale of the problem extends far beyond individual loss. According to analysis from the Metropolitan Police, approximately 75% of stolen phones are quickly moved overseas and resold in countries where UK network blacklisting does not apply, fuelling a global criminal market. The Metropolitan Police and the Mayor of London have called on device manufacturers to “design out” phone theft, with the Met commissioner calling for government legislation if tech firms don’t take urgent steps to prevent stolen phones from being resold and reused.

EE, the UK’s best network, is an official partner of the film and has contributed to its production. The EE brand features in the closing credits alongside a direct link to ee.co.uk/mobile-safety, where customers can access practical guidance on protecting their handset. EE already works closely with the Metropolitan Police Service to tackle organised crime related to mobile theft, and when a customer reports a device as lost or stolen, EE immediately blocks the SIM across all UK networks. If reported within 24 hours, EE also caps any unauthorised call, data or text charges, ensuring victims are not left with unexpected bills.

Malcolm Cubitt, Director of Product, Mobile, EE, said: “Mobile theft is both upsetting and disruptive, which is why EE is proud to support this short film. By backing this project, we hope to raise awareness about the impact of these crimes and highlight the importance of staying vigilant. EE works closely with law enforcement, including the Metropolitan Police Service, to help combat organised crime related to mobile theft, while also supporting customers to keep their phone safe with practical advice on ee.co.uk/mobile-safety.”

EE is also a member of industry body Mobile UK, which has called for a system-wide approach, including technical changes by device manufacturers, to render stolen devices unusable anywhere in the world. Additionally, EE customers can visit ee.co.uk/mobile-safety for practical guidance on activating phone locks, registering their device, reporting theft promptly, and understanding what protections are already in place. Customers can take steps to protect their devices from theft with EE’s advice on protecting your mobile and data, which includes:

• Staying alert when using your handset in public - shielding the screen when unlocking your device, watching out for distractions and avoiding carrying your device in open bags or easy-to-reach pockets

• Using your phone’s built-in security features - setting a strong PIN, password or biometric lock and enabling Find My Device so you can track, lock or wipe your device if it’s lost or stolen

• Back up your data regularly – using iCloud or your Google account to back up your phone automatically so your information and data is backed up

• Keep your apps and info secure – use strong, unique password for important apps like banking or digital wallets and turn on biometric login where available. Avoid using autofill or keychain features for sensitive apps and enable multi-factor authentication that doesn’t rely on your phone or email.

• Register your phone – add your device to immobilise, the UK’s free property register, to help police return your device if it’s lost or stolen

EE also recommends keeping a note of your device’s make, model and IMEI number, which can be retrieved from your settings or by dialling *#06# from the keypad.

This comes in addition to existing services that EE offers to protect its customers from crime, such as EE Scam Guard - a network-level protection tool that automatically identifies and blocks suspected scam calls before they reach a customer's handset, with no action required on their part. EE also provides spam text filtering at the network level, and dedicated security controls through the My EE app, allowing customers to manage their account safety and report suspicious activity quickly and easily.

‘A Girl Called Alice’ is set to have its world premiere at the Raindance Film Festival, Europe’s biggest independent film festival, in Leicester Square on 20 June 2026. It will then be entered into film festivals across the UK before being made available free of charge to cinema chains. The trailer is available to watch here: agirlcalledalice.com

ENDS

Notes to Editors

EE customer mobile safety advice: ee.co.uk/mobile-safety  

About the film: ‘A Girl Called Alice’ (2026) is a 15-minute crime drama produced by Fact Not Fiction Films and directed by Tristan Loraine. Starring Tegan Muggeridge, Antonio Aakeel (Apple TV+’s Slow Horses, Tomb Raider, BAFTA-winning Three Girls) and Edwin De La Renta (Apple TV+’s Ted Lasso, The Informer). World premiere: Raindance Film Festival, Leicester Square, London, 20 June 2026. Trailer: vimeo.com/1171395344.

About Fact Not Fiction Films: Award-winning UK independent production company founded in 2006. The company produces high-quality short films, documentaries and features, with five productions having been Academy Award contenders and broadcasts on platforms including National Geographic and Discovery Channel. Previous public information films have tackled mental health, identity theft, bullying and breast cancer. For more information visit factnotfictionfilms.com.

About EE

EE is the UK’s best network, offering superfast mobile and broadband connection to millions across the UK. With an ambition to be the country’s most trusted connector of people, EE’s network and services keep consumers connected and entertained.

EE’s 4G, 5G and 5GSA speeds cover more than 90% of the UK, while EE’s super reliable broadband is available at more than 99% of UK premises, with guaranteed speeds to keep people streaming, gaming, watching TV and connecting to the things that matter most.

EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Best Network for Consumers at the Mobile Industry Awards for the last four years since 2022. 

EE is committed to offering first class service in the industry and has nearly 400 stores across the UK. In 2023, EE launched its new experiential retail strategy opening its flagship EE Studio and Experience stores nationwide. The innovative approach to retail in the telco industry has seen EE receive multiple awards of recognition including Retailer of the Year at the Mobile Industry Awards in 2024 and 2025, and Best New Store for the EE Studio at the Retail Week Awards in 2024.

EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025.  

EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. 

Follow us on:  

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If you have a young person in your life, the question of how to keep them safe online is likely never far from your mind. Technology and the internet can be a powerful force for good, but there are real risks, too.

At EE, we believe that making the most of connectivity means being informed about both the benefits and challenges of being online. We’ve made it our mission to support families navigating the digital world safely, through guidance designed to help them create healthy habits and set boundaries that work for their needs.

Young voices weigh in on a social media ban

“I’d introduce new restrictions for really young kids, who are just being introduced to technology”; the words of Michael, a Year 11 student reacting to the proposals for an U16 social media ban currently moving through the halls of Westminster. His words, calling on platforms to “stop the cycle”, are a timely reminder that, if we want to make the online world safer for young people, we must start by listening to their views. At the same time he highlights importance addressing these challenges before young people build habits dependent on social media.

Our response to the Government’s Growing up in the online world consultation

Ahead of submitting our response to the Government’s consultation, we assembled our EE Youth Council for a candid discussion. We talked about the realities of growing up online, and the legislative changes that could help young people have safer experiences on social media.

At EE we have long-standing commitment to helping families take control of their online safety. In 2024, we were the first telecom provider to introduce age-based smartphone guidance and, in 2025, the first major network to introduce dedicated smartphone plans for under-18s, Safer SIMs.

Alongside our plans, we introduced in-store online safety appointments with our expert EE Guides, offering personalised support on everything from setting up a child’s first phone, to adapting parental controls as they grow up. To further encourage conversations around responsible smartphone ownership, we launched The P.H.O.N.E. Chat, a comprehensive guide designed with insights from experts at Internet Matters, children and their parents.

Growing up with social media: the benefits, risks and young people’s vision for change

“Parents think social media is just sitting there watching videos, and that’s it,” said Belicia, Year 11, but for the six young people joining the roundtable, aged 11 to 17, social media is not seen in black and white terms.

They see technology as a force for good, helping them connect with family and friends, enhance their learning and discover new interests.

At the same time, they acknowledge the harms they navigate daily, from chasing validation through likes or comments, to auto-play features exposing them to upsetting content, to never really knowing who they are interacting with online.

We agreed that responsibility for safer online spaces cannot rest solely on young people and their families or teachers. Platforms must be held accountable for the design choices that have led young people to encounter harms in the first place and protect future generations from facing the same challenges.

The Youth Council was unanimous in believing a social media ban should be a last resort. Instead, they advocated for age-based restrictions that gradually ease as young people learn to handle the responsibility of digital independence.

Some great suggestions included young users being asked to provide their parents’ contact information for consent when creating social media accounts, or barring children from higher-risk features, like connecting with strangers or being added to mass group chats. 

Creating age-appropriate experiences is a key priority for EE, and the main ambition behind our tiered Safer SIMs plans and smartphone guidance for under-16s.

The roundtable reinforced our belief that online safety shouldn’t be just about restricting access, but about helping to prepare young people for the moment when they are old enough to explore the internet freely, without their parents’ supervision.

In a show of disarming maturity, the Youth Council reflected on Australia’s social media ban and recent reports suggesting three in five young people have found ways to work around those restrictions¹. Rather than accept defeat, the Council argued there would still be meaningful benefits for the two in five who do not.

One of the most thought-provoking moments in our discussion came when the Youth Council was asked what they would do if they were shaping the UK’s online safety policy. Their answers were selfless, focusing on how to spare future generations from the potential harms of social media:    

1. Break the cycle: learn from teens’ experiences today and develop safety policy with future generations in mind
2. Limit exposure to social media: set a 10pm curfew across all platforms to encourage better sleep and wellbeing
3. Introduce a social media license: require users to demonstrate responsible online behaviour before being permitted access to social media platforms
4. Bring parents on board: better equip parents to understand online risks and set boundaries tailored to their child’s needs

Young people understand better than anyone how social media shapes their friendships, wellbeing, confidence and identity. Nearly half (45%) of secondary school-age children turn to their friends with questions about online safety², highlighting how much young people rely on each other to navigate risks. Their experiences should not sit on the sidelines of policymaking; they should help to guide it. This is our core tenet at EE.

The Youth Council spoke thoughtfully about wanting future generations to experience a safer online world, with clearer boundaries and healthier expectations from the outset. At EE, we remain committed to doing our part in developing the solutions to make this future possible.

UK football fans are gearing up for a very different summer of football, with late‑night kick‑offs set to change how, when and where people watch, according to new research from EE, the lead partner of the Home Nations Football Associations. The tournament, hosted across the United States, Canada and Mexico, will bring late evening and overnight matches. As a result, over 80% of fans in the UK say the timing will affect how many matches they watch live.

Many fans are already planning to adapt their viewing. A quarter say they will mainly watch the biggest matches live, such as their team’s games or knockout rounds, while others expect to watch fewer live games overall or rely more on highlights and updates.

At the same time, fans are clear about what matters most: seeing the big moments as they happen. More than four in five (82%) say they would be frustrated if a stream cut out and they missed a key moment like a goal, and nearly a quarter (23%) say it would spoil the match completely.

Almost eight in ten (79%) are concerned about the ‘roar before the score’, saying they would be upset if they found out about a goal before seeing it on their own screen - whether through notifications, group chats or simply hearing people nearby celebrating. Delays are just as painful, with 93% saying it is important that live matches are shown with as little delay as possible.

This matters even more as viewing habits evolve. While this summer’s football action remains a TV event for most, younger fans are watching and following differently. Among 18–24s, only 30% expect to use traditional broadcast TV, with more turning to social media (43%) to get updates or highlights to keep up with the matches.

With late kick-offs pushing more fans to catch up, avoiding the result has become part of how people will follow them. More than three quarters (76%) of fans say they will take steps to avoid finding out the result before catching up on action they have missed - from avoiding social media and news apps, to muting notifications or staying away from their phones entirely.

The basics of the viewing experience still come first. Fans rank no buffering, no delays and better picture quality as the most important factors when streaming live sport, well ahead of more advanced features like alternative camera angles, real‑time stats or personalised highlights.

Late-night kick-offs could also change where people watch. While major tournaments have traditionally been social occasions, fewer fans expect to watch in pubs or fan zones for this tournament, with more opting to stay at home. Even so, the shared experience remains important: a third of fans regularly use a second screen while watching live sport, whether to check other scores, talk to friends or follow reactions online.

And with many fans relying on streaming and mobile updates, two thirds (66%) say a reliable mobile or broadband connection will be extremely or very important to their experience of watching the matches

Greg McCall, Chief Security and Networks Officer at BT, which operates the EE network, said: “This summer’s tournament is one of those rare moments that captures the imagination of football fans across the UK, bringing people together through a shared passion for the game. Whether fans are watching at home, with friends or in the pub, witnessing the action live matters enormously. EE’s research shows that even short delays or interruptions can frustrate fans and take away from those unforgettable moments - and missing a goal isn’t just annoying, for many it ruins the match. With millions prioritising the live moments and many fans switching between streams, clips, social feeds and group chats, seamless, reliable connectivity has never been more important. Our leading fixed and mobile networks help keep fans connected to the action and to each other.”

As lead partner of the Home Nations Football Associations, EE has also launched its new Yes Boys campaign, shining a light on the growing impact of negative online influences on young boys, and the vital role football can play in helping them build confidence, identity and resilience both on and off the pitch. The campaign marks the latest step in EE’s ongoing commitment to helping young people navigate the online world with confidence and positivity.

This follows EE being recognised as the UK’s best network for more than 12 years. In that time EE has become the first operator in the UK to launch Wi-Fi 7 and 5G, providing the most reliable connectivity in more places than anyone else, helping ensure fans can stay close to the action at home or on the move.  

ENDS

Notes to editors:

Methodology

The survey of 2,000 UK consumers was conducted by Sapio Research with interviews carried out online May 2026.

Ahead of this summer’s tournament in the US, Canada and Mexico, new research from EE, the lead partner of the Home Nations Football Associations,, in partnership with Professor Ben Hine, reveals the scale of harmful online influence shaping boys’ attitudes and behaviour and the vital role football can play in helping them build confidence, identity and resilience both on and off the pitch.

The study found that 4 in 10 boys (42%) aged 11-16 encounter harmful messages such as “men shouldn’t show emotion” and “boys need to toughen up” on a weekly basis, with 1 in 7 (14%) saying it happens daily. As a result, 7 in 10 (71%) say they feel overwhelmed by the confusing and often contradictory pressures they face online.

This influence is not going unnoticed at home either, with two fifths (42%) of parents saying they have heard their son use language or phrases they didn’t recognise and worry it may have come from negative online sources. 

Despite this concern, many parents feel unequipped to respond. Over three quarters (77%) admit they are concerned about the influence of online content on their son’s attitude or behaviour, while over half (54%) say they have not actively sought guidance because they feel out of their depth. Meanwhile, 8 in 10 (80%) say they would welcome more practical support and advice on how to have conversations about harmful online content.

The research was conducted in partnership with Professor of Applied Psychology, Ben Hine, whose work focuses on the gendered experiences of men and boys, and reveals just how widespread and influential this content has become. 

Ben Hine, Professor of Applied Psychology, commented: “In an increasingly complex digital world, boys are exposed to a constant stream of online content, some of which promotes harmful, outdated and restrictive ideas about masculinity. Over time, repeated exposure to these messages can shape how boys see themselves and how they believe they are expected to behave.

What this research highlights is the importance of positive, real-world environments in counteracting it. Spaces like grassroots football – where boys can connect with trusted adults and peers – play a critical role in supporting healthy identity development, emotional expression and resilience.”

As lead partner of the Home Nations Football Associations and the UK’s best network, EE has launched its new Yes Boys campaign. The campaign shines a light on the growing impact of negative online influences on young boys, and the vital role football can play in helping them build confidence, identity and resilience. It features managers and players from across the Home Nations including Thomas Tuchel, Bukayo Saka, Harry Kane, Marc Guehi, Declan Rice, Steve Clarke, Andy Robertson, Ché Adams, Jack Hendry, Billy Gilmour, Brennan Johnson, Harry Wilson, David Brooks, Trai Hume, Isaac Price and Shea Charles.

The positive power of football

EE’s research also highlights the powerful role football can play in helping boys navigate online pressures and build a stronger sense of self.

Among boys who regularly play football, two thirds of parents (65%) say the sport has had a positive impact on their son’s confidence and identity. 

The research also shows that trusted adults in football - particularly coaches - are among the most influential role models in boys’ lives, with 71% of parents whose sons play sport arguing a coach has equal or greater influence over their son's sense of masculinity than the content he sees online.

Crucially, over two thirds (69%) of boys say seeing professional footballers speak openly about mental health, pressure and vulnerability makes them feel more comfortable with their own emotions - reinforcing the importance of visible, positive role models in the game.

The data also reveals that coaches themselves are open to additional learning and support. Over three quarters (78%) of coaches say a boy has confided something personal to them, completely unrelated to football, that they suspect the boy hadn't told a parent or teacher, and almost all those same coaches (95%) say their role is increasingly about supporting mental and emotional wellbeing.

In response, EE has launched the Mentor Badge, an online resource providing practical tools for role models and parents to help them support boys on and off the pitch. The Mentor Badge, which has been developed in partnership with online safety experts, Internet Matters, and with support from the Home Nations’ Football Associations, features football coach and content creator, Joshua Paul, and includes video, written content and practical guidance for coaches to support boys growing up online, helping them to engage with positive, grounded models of masculinity, and directly tackle the negative, damaging impact of the negative online content.

To bring the campaign to life, EE has partnered with former England international and dad of two young boys, Theo Walcott, who understands firsthand the importance of positive environments and role models in shaping young people’s lives.

Theo Walcott, former England player and dad of two young boys, said: “Growing up in football, I saw how powerful the environment around the game can be in building confidence and character. Now, as a dad, I’m even more aware of the pressures boys face, especially online. Football gives boys a space to express themselves, build resilience and learn from positive role models. That’s why Yes Boys is so important in helping the next generation grow with confidence.”

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network for families, and the lead partner of the Home Nations Football Associations, we are uniquely placed to champion young boys and help build them up, on and off the pitch. We know that growing up in an online world is hard for young people, with boys facing unique challenges. Following our 2025 ‘Everyone Needs a Squad’ campaign, which championed the Lionesses, Cymru national team and young girls, we are proud to highlight the vital role football plays in tackling negative online influences and building boys’ confidence and resilience through the launch of ‘Yes Boys’. It is the latest step in our ongoing commitment to supporting young people and their families navigate the online world safely and with positivity.” 

Yes Boys is a new integrated campaign that forms part of EE’s ongoing mission to use the power of connection for good, especially for young people, as growing up with phones gets harder. This latest initiative builds on EE’s broader commitment to supporting young people’s wellbeing. Last year, EE launched Safer SIMs - under-18s smartphone plans designed around different levels of independence - and online safety appointments, available in all EE stores nationwide. Alongside this, EE’s PhoneSmart platform equips both teens and parents with the tools and knowledge to stay safe and confident online. 

For more information, visit: EE Yes Boys | Backing Home Nations Football This Summer 

Millions of people attending the UK’s biggest events and festivals this summer will be able to benefit from a significant boost to their mobile connectivity, with fewer dropped calls, less buffering and more reliable signal, after EE revealed its 5G+ network will be activated at more than 25 major events – including BST Hyde Park, Isle of Wight Festival, Reading and Leeds Festival, the Formula One® British Grand Prix at Silverstone, the 2026 Commonwealth Games in Glasgow and many more. ¹

At the same time, people and businesses in more than 30 towns across the UK have been given a major signal boost as EE expands its 5G+ network ahead of the busy summer season.

These upgrades come as EE’s new nationwide advertising campaign, which launches today, highlights how customers can get the edge with 5G+, which is EE’s most powerful and reliable form of 5G connectivity.

5G+ has been designed to provide customers with stronger mobile internet connections, faster download and upload speeds, and improved video calling, especially in busy locations and at peak times.

By deploying 5G+ connectivity on its temporary mobile sites at festivals and events, EE is helping improve how attendees stay connected to friends and family, as well as how businesses engage with their customers – even in remote event locations or when the mobile network is at peak demand as thousands of people try to call, chat, and stream at the same time.

As part of a long-standing commitment to support culturally important events in all parts of the UK, EE will be making 5G+ available at major regional showcases, such as the Belladrum Tartan Heart Festival in Kiltarlity, the Devon County Show, and the Royal Welsh Show in Builth Wells where it has delivered permanent 5G+ connectivity for enhanced mobile performance all-year round.

Connecting communities and the country with 5G+

With customer usage of 5G+ increasing by more than 11% between March and April, EE is continuing to rapidly expand the coverage of its most reliable mobile technology to meet demand and ensure the benefits of 5G+ connectivity continue to be felt by communities and businesses in every corner of the UK.

5G+ on EE is now available to 75% of the UK population, with these latest upgrades meaning the technology covers more than 44 million people in England, over 2.1 million people in Wales and 3.3 million people in Scotland, as well as nearly one million people in Northern Ireland.

Many more places across the UK have recently benefitted from EE’s free connectivity boost ahead of the summer, including market and seaside towns and destinations popular with tourists:

“The summer has arrived and as our town centres and tourist hotspots get busier, staying connected with fast, secure and reliable mobile coverage has never been more important. 5G+ on EE has been designed to deliver exactly that, so whether you’re video-calling your friends from a packed festival crowd or just keeping in touch with your family while you’re shopping in the high street, switching to 5G+ means you can benefit from a more dependable connection,” said Greg McCall, Chief Security and Networks Officer at BT – which connects EE, BT and Plusnet customers.

“We continue to build on our commitment to give customers access to the most reliable connectivity on the UK’s best mobile network. By investing in these latest 5G+ upgrades, we’re ensuring we’re on track to deliver our ambition to bring the UK’s highest quality 5G+ connectivity to 99% of the population by the end of March 2030,” he added.

EE expands UK-first rollout of ARC

As part of BT’s £40 billion investment in upgrading the UK’s network infrastructure this decade, EE customers are also benefitting from the roll out of ARC (Advanced RAN Coordination), a cutting-edge technology that enables mobile sites close to each other to dynamically share capacity in real time, instantly boosting network performance – particularly download speeds – by up to 20% without the need for additional masts.

After already making ARC live for customers in Edinburgh, Manchester and London, the technology is now improving the everyday mobile experience for EE customers in the busiest areas of Liverpool, Sheffield, Cardiff, Glasgow, Newcastle, and Leeds as part the UK’s first rollout of the technology.

All EE 5G customers are able to benefit from the improvements ARC is providing, however 5G+ customers will see the biggest boost to their network speeds and performance on their devices.

5G+ gives customers the edge when it matters most

With EE’s 5G+ network now being used by a growing number of people and businesses, the operator’s new advertising campaign launches nationwide today, highlighting how the reliability and capacity benefits of 5G+ help give customers the edge in everyday life; whether that is booking their next event tickets while at a festival stage or sliding in to bag the last e-bike on the commute home, with 5G+ customers can stay ahead when it matters most.

For more information on how to start benefitting from 5G+, head to www.ee.co.uk/why-ee/5g-on-ee

To check if EE’s 5G+ network is available in your local area, please visit: www.ee.co.uk/help/mobile-coverage-checker

-ENDS-

Notes to editors:

¹ Events where EE is deploying or has already deployed 5G+ this summer, include: All Points East, BBC Radio 1’s Big Weekend 2026, Belladrum Tartan Heart Festival, Big Feastival, Boomtown, BST Hyde Park, Creamfields, Devon County Show, Download Festival, Eisteddfod, Formula One® British GP At Silverstone, Game Fair, Goodwood Festival Of Speed, Hillhead 2026, In It Together Festival, Isle Of Wight Festival, Kendall Calling, Latitude Festival, Lost Village, Leeds Festival, Parklife Festival, Reading Festival, Royal Ascot, The Royal Welsh Show, Ynot Festival, and the 2026 Commonwealth Games.

Full list of smartphones, tablets, laptops and devices which are compatible with EE’s 5G+ network can be found here. Customers with 5G+ compatible devices, SIMs and plans will be able to access EE’s 5G+ network.

UK’s best network claim based on the RootMetrics® UK RootScore® Report: H2 2025. Tested at locations across the UK with the best commercially available smartphones on 4 national mobile networks across all available network types. Your experiences may vary. The RootMetrics award is not an endorsement of EE. Visit ee.co.uk/claims for more details.

• Ahead of this summer’s football tournament, EE, lead partner of the Home Nations Football Associations, has launched Yes Boys, an integrated PR and marketing campaign designed to help young people navigate the online world with confidence and positivity.

• The campaign pairs a hard-hitting film and OOH born out of fan culture including authentic tifos featuring real fans, with bespoke online digital resources and tools to help coaches and parents: the Fan Feed and Mentor-Badge.

• Yes Boys was created by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi and Digitas, with media planning by OpenConnect at WPP Media and OOH agency Posterscope, PR run by Pitch Marketing Group, and EE x Home Nations partnership consultancy led by Havas Play.

• For more information, visit: EE Yes Boys | Backing Home Nations Football This Summer 

EE, the UK’s best network, has today launched Yes Boys, a new integrated campaign , ahead of the summer tournament in the USA, Canada and Mexico kicking off on 11th June 2026. 

As the lead partner of the Home Nations Football Associations, and a leader in digital safety, EE’s latest campaign, Yes Boys, celebrates football communities as a powerfully positive tool against harmful online influences, with EE equipping parents, coaches and young people with the skills to navigate the pressures of growing up online.

It follows research carried out by EE in partnership with Professor Ben Hine that found 42% of boys aged 11-16 come across content telling them “men shouldn’t show emotions” or “boys need to toughen up” at least a few times a week. Football can help counteract this negativity however, with 65% of parents saying the sport has had a positive impact on their son’s confidence and identity, and 71% arguing a coach has equal or greater influence over their son's sense of masculinity than the content he sees online. 

Real action sits at the heart of the campaign, and with the research showing 85% saying they’d use a free resource that gave them real scripts and advice, EE has partnered with online safety experts Internet Matters to create an invaluable free online learning hub: The Mentor-Badge. Made with support of the Home Nations’ Football Associations, the Mentor-Badge is a free, online resource that features video, written content and practical guidance for coaches to support boys growing up online, helping them to engage with positive, grounded models of masculinity, and directly tackle the negative, damaging impact of the manosphere. Serving as a commitment to help future generations, the Mentor-Badge will be hosted on EE’s website and promoted by the Home Nations to maximise spread and impact, continuing an important, cultural campaign, and doing more for young people in the UK.

The above the line creative by Saatchi & Saatchi leads with a 60s film set to Underworld’s 90s classic, ‘Born Slippy’. Placing the toxic effects of the manosphere front and centre, EE’s film contrasts the pull of harmful online influences with the positive role football communities can play on and off the pitch alongside a unifying rallying cry of “Yes Boys!”

AV is supported by an OOH campaign born out of football culture: tifos. Made for the fans, by the fans, and created using real supporter imagery to stay true to the traditions of football culture. The tifos have been designed in partnership with sports illustrator Daryl Rainbow, best known for his colourful, insightful work centred on football and youth culture for Adidas and Arsenal. The bright, energetic illustrations feature both fans and players, and alongside the tifos, are displayed across reactive, OOH billboards and social media, bringing authenticity to digital and traditional placements.

Digitas extended the campaign to messages 'From The Boys' letting young ambassadors tell their stories through always‑on channels designed to engage parents and football communities. Hosted by credible role models, the channel delivers real stories, and practical guidance directly to audiences, creating a trusted, peer-led space that reinforces confidence and positive behaviours in young men, while helping coaches and parents actively counter harmful online influences. By connecting through WhatsApp, EE and Digitas are pioneering the platform in a way that feels trusted and human - taking the conversation directly into the spaces where negative influences can take hold. Instead of simply telling people football is good for teens, it helps them experience the community, keeping young fans and their parents involved.

Alongside this, EE is extending the campaign through partnerships and community platforms, led by WPP Sports & Ents, that bring this thinking to life in different ways - including working with organisations like Versus to spark intergenerational conversations around masculinity, and developing community-first spaces such as the LADbible Portal to engage fans and connect them directly to the tournament.

EE is further bringing the “Yes Boys” campaign to life through their in-house agency The Exchange, creating an array of dynamic, social‑first content designed to connect with fans and families in the moments that matter most. From on‑the‑ground storytelling in the US to capturing fan culture across England and Scotland, the campaign blends high‑energy matchday content with more intimate conversations around pressure, confidence and support. Through real stories EE highlights the importance of backing young boys on and off the pitch. Supported by initiatives like the Mentor‑Badge, the campaign reinforces a simple message: showing up with support, online and in life, can make a lasting difference.

Pitch Marketing Group is leading the earned PR strategy for the campaign, partnering with Professor Ben Hine and commissioning original consumer research to surface the pressures and issues facing boys in 2026. Media interviews with former England star Theo Walcott and youth coach and content creator Josh Paul will bring the findings to life and further amplify the 'Yes Boys' messaging.

As EE’s partnerships agency, Havas Play has consulted across all aspects of the Yes Boys campaign, providing strategic guidance, facilitating partnership rights and optimising the campaign for a football audience, including all player and Legend talent inclusions.

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network for families, and the lead sponsor of the Home Nations Football Associations, we are uniquely placed to champion young boys and help build them up, on and off the pitch. We know that growing up in an online world is hard for young people, with boys facing unique challenges. Following our 2025 ‘Everyone Needs a Squad’ campaign, which championed the Lionesses and young girls, we are proud to highlight the vital role football plays in tackling negative online influences and building boys’ confidence and resilience through the launch of ‘Yes Boys’. It is the latest step in our ongoing commitment to supporting young people and their families navigate the online world safely and with positivity.”

Ben Mooge, Chief Creative Officer, Publicis Groupe UK, said: “EE is committed to supporting the generation growing up in an online world, and this work is all about imbuing their sponsorship with meaning that really resonates. Football is so much bigger than the game itself, it lives and breathes in culture and communities. It has the unique power to nurture and unite young people on and off the pitch, and that’s what we wanted to celebrate - and what better stage to do that on that football’s biggest and brightest.”

Rebecca Marshall, Client President, Open Connect at WPP Media, said: “EE has created a campaign that genuinely earns its place in culture during the tournament, celebrating the energy of the game in real time through reactive OOH and social, while also building a platform for positive community. By combining scale with partnerships like Versus, which spark intergenerational conversations and empower young boys, and community-first ideas such as the LADbible Portal, it connects real-time celebration with credible, accessible support for boys, parents and coaches.”

As the lead partner of the Home Nations Football Associations, the fully integrated campaign will run throughout the tournament, spanning AV, OOH, DOOH, audio, social, online video, VOD, cinema, partnerships, customer activation and retail, and has been creatively crafted by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi and Digitas, alongside media planning and buying by OpenConnect at WPP Media and OOH agency Posterscope. Pitch PR have commissioned research for the campaign and PR activity, while Havas Play has led on all sponsorship consultancy across all aspects of the campaign.

Launching from 25 May, and continuing throughout the tournament, the campaign will run across social, OOH and audio, followed by TV, BVOD, SVOD, and YouTube from 1 June. Online resources including the Mentor-Badge will continue beyond the tournament.

Yes Boys is part of EE’s ongoing mission to use the power of connection for good, especially for young people as growing up with phones gets harder. This latest initiative builds on EE’s broader commitment to supporting young people’s wellbeing. Last year, EE launched Safer SIMs - under 18s smartphone plans designed around different levels of independence - and online safety appointments, available in all EE stores nationwide. Alongside this, EE’s PhoneSmart platform equips both teens and parents with the tools and knowledge to stay safe and confident online.

ENDS

About EE

EE is the UK’s best network, offering superfast mobile and broadband connection to millions across the UK. With an ambition to be the country’s most trusted connector of people, EE’s network and services keep consumers connected and entertained. 

EE’s 4G, 5G and 5GSA speeds cover more than 90% of the UK, while EE’s super reliable broadband is available at more than 99% of UK premises, with guaranteed speeds to keep people streaming, gaming, watching TV and connecting to the things that matter most. 

EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Best Network for Consumers at the Mobile Industry Awards for the last four years since 2022.

EE is committed to offering first class service in the industry and has nearly 400 stores across the UK. In 2023, EE launched its new experiential retail strategy opening its flagship EE Studio and Experience stores nationwide. The innovative approach to retail in the telco industry has seen EE receive multiple awards of recognition including Retailer of the Year at the Mobile Industry Awards in 2024 and 2025, and Best New Store for the EE Studio at the Retail Week Awards in 2024.

EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025.

EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

Follow us on:

Facebook at: www.facebook.com/ee

Twitter at: www.twitter.com/ee

YouTube at: www.youtube.com/ee

LinkedIn at: www.linkedin.com/company/ee-uk