MAXX OF THE DAY: EE LAUNCHES ‘MATCH-MAXXING’ POWERED BY FAST LANE, WITH SUPERFAN ANDY MILNE REVEALING THE ULTIMATE GUIDE TO PERFECTING EVERY MATCHDAY

• EE introduces ‘Match-Maxxing’… the art of getting the absolute most from every matchday – with EE’s Fast Lane at the heart, which gives fans access to a dedicated 5G+ lane at the busiest times, keeping them connected in packed stadiums when demand on mobile networks is at its highest and every moment counts
• The UK’s best network has teamed up with one of football’s most beloved football fans, Andy Milne, AKA ‘that_world_cup_guy’, who has been to more than 1000 matches, to create a guide that can help fans truly ‘Match-Maxx’ their day
• From taping your mouth shut before the big game to plunging your face into ice-cold water to calm nerves, to the importance of staying connected, Andy shares the rituals, superstitions and hacks that he believes can help fans make the most of every matchday.

With club football in full swing, EE has officially launched ‘Match-Maxxing’ - the art of getting the absolute most from every matchday. In an era when Brits are looking to ‘maxx’ every part of their lives, from holidays to morning routines, EE is bringing the trend to the beautiful game, showing fans that when it comes to football, no ritual is too ambitious in the pursuit of the perfect matchday. And with Fast Lane available on EE’s Full Works Plus plan, helping fans stay connected when stadiums are at their busiest, technology is now a critical part of the Match-Maxxer’s toolkit too.

To show fans exactly what peak Match-Maxxing looks like, EE has teamed up with one of England’s most dedicated football fans: Andy Milne, AKA ‘that_world_cup_guy’. Having attended more than 1000 matches in his time and spent decades perfecting his matchday routine, Andy knows that getting the most from a matchday starts long before kick-off - and doesn’t necessarily end at the final whistle.

Andy has revealed the official Match-Maxxing playbook, available to watch on EE’s social channels, which is packed with the rituals, hacks and hard-won tips he’s picked up over the years. Alongside a 24-hour vow of silence and mouth tape to preserve the voice, calf raises, quad stretches, and even a pre-match face plunge in cold water to settle the nerves, the playbook highlights another matchday essential – staying connected at the busiest times and when every moment matters.   

For fans, the 90 minutes of the match are just one part of the day. With an estimated 50 million spectators attending football matches across the UK each year, there are other scores to check, goals to share in real-time, group chats to keep ticking over and journeys home to organise - often from inside stadiums where thousands of supporters are all trying to do the same thing at once. That’s where technology becomes a critical part of the Match-Maxxer’s toolkit.

EE’s Fast Lane, available on Full Works Plus plan, gives customers the ultimate edge when the network is busiest, with access to a dedicated 5G+ lane helping them stay connected when stadium networks are under the most pressure. So, whether they’re sharing the moment a goal goes in, checking the other scores or sorting the journey home, fans can keep every part of their matchday moving.

 To help fans master the art, Andy has shared his top Match-Maxxing tips:

1. Save your voice – Serious Match-Maxxers start 24 hours before kick-off, with no unnecessary chat, singing or yelling. For the truly committed, mouth tape will help stop those precious vocal cords drying out overnight, allowing you to be the 12^th player and maxx-out your chanting on game day...
2. Always limber up – Nobody wants to pull a hamstring during 94th-minute limbs. Get your stretches in before kick-off: calf raises, quad stretches and, for the brave, a few speculative knee slides.
3. Stay cool, calm and collected – Deep breaths, positive visualisation and a little meditation can help keep matchday nerves in check. For the ultimate reset, try a quick face plunge in cold water before kick-off to settle the jitters.
4. Share it as it happens – Have your celebration GIFs loaded and group chats ready to go. Using Fast Lane, you can share the goal, reaction and banter in real time.
5. Stay in the know – Fast Lane gives customers access to a dedicated 5G+ lane at the busiest times, helping fans keep up with scores, check other results and stay one step ahead of the group chat.
6. Get ahead of the rush home – The final whistle is your cue to move. While everyone else heads for the exits, Match-Maxxers are already checking train times, planning their route and sorting the journey home. Fast Lane helps you to get online and organise the journey home when demand is highest.

 Andy Milne, said: “Going to football is the best thing in the world, but there’s an art to it. After more than 1000 matches, I’ve learned what works. Match-Maxxing is about making every part of the day count, from preparation and rituals to the 90 minutes itself. Your phone and being connected is a huge part of that now, whether it’s checking results, sharing a goal with mates or sorting your journey home. Fast Lane on EE means I can do all of that, even in a packed stadium.”

 Luciano Oliveira, Managing Director Products, Consumer, BT, said: “As a stadium fills and the excitement builds, staying connected matters more - but can become harder. Fast Lane gives customers access to a dedicated 5G+ lane when the network is busiest, helping them share the action, check the scores and arrange their journey home. It’s a practical example of how EE is turning the UK’s best network and our latest technology into a real advantage for customers when it matters most.”

 Note:

Customers must have a 5G+ compatible mobile plan, device, SIM, and be within a 5G+ enabled area of the UK to access Fast Lane. For more information, please visit ee.co.uk/help/mobile/manage-use/use-fast-lane-on-your-ee-mobile-plan.