EE Wembley Cup

A few years ago, I had the opportunity to lead the EE partnership activation with Wembley Stadium. The goal was to connect with a younger audience through a groundbreaking YouTube series. I developed the concept for the Wembley Cup, a unique competition where YouTube creators faced off on the iconic Wembley pitch.

Working closely with these creators, we built momentum through a series of episodes documenting team selection, training, and behind-the-scenes moments, all leading up to the live final.

The Wembley Cup went on to run for five successful seasons, becoming EE’s most engaging campaign ever. It was the first YouTube creator tournament to be played in front of a live audience at Wembley and helped pioneer the trend of influencer-led online football competitions.