Frank Skinner, renowned for co-writing the iconic 1996 football anthem "Three Lions," has composed a new poem in anticipation of the UEFA European Championship 2028. The poem was unveiled as part of BT’s official partnership with the tournament, which will be jointly hosted by several cities across the United Kingdom and Ireland.

The verse pays tribute to the spirit and enthusiasm of football fans, mentioning key host cities including Belfast, Cardiff, Edinburgh, and West Bromwich. Skinner’s lines evoke the emotions surrounding the competition, capturing moments of celebration and disappointment alike. "If you properly care, then you’re properly there," the poem states, emphasizing the passionate support from fans throughout the event.

Euro 2028 is set to be a high-profile occasion, with the United Kingdom and Ireland collaborating as hosts to bring the championship to multiple venues across the region. BT’s partnership marks a significant promotional effort tied to the competition, aligning with its broader commitment to sports broadcasting and engagement.

Skinner, a comedian and writer with a longstanding association with football culture, brings a blend of nostalgia and contemporary enthusiasm to the project. His new poem is intended to rally fans and celebrate the unifying power of the sport, which has a deep-rooted legacy in the UK and Ireland.

Details on how the poem will be integrated into BT’s coverage or promotional materials for Euro 2028 have not yet been disclosed. However, the announcement highlights the company’s investment in fostering a connection between the tournament and local supporters, ahead of the games scheduled to begin in mid-2028.