The British Army is tapping into World Cup fever with a football-themed recruitment campaign aimed at encouraging young people to consider a military career.
The adverts draw on themes including teamwork, discipline, resilience and performing under pressure, linking qualities associated with football to those required in Army life.
However, some football supporters questioned whether the comparison reflected their own feelings of patriotism.
Ben Wiley, 27, said: “I think it’s really disconnected.
“I think cheering for your country and fighting for your country are two completely different things. I would never do it.”
Henry Williams said supporting England during the World Cup made him feel patriotic, but that this did not influence their views on military service.
The campaign comes as recent polling suggests limited public willingness to serve in a conflict.
A YouGov survey found 6% of Britons said they would volunteer to take up arms to defend the UK in the event of an invasion, while 17% said they would refuse any instruction to defend the country, even if it faced a direct threat.
An Army spokesperson said the campaign had been developed to coincide with “one of the biggest sporting and cultural moments of the year”.
They said: “The 2026 FIFA World Cup provides an opportunity to connect with audiences through a subject that is already highly relevant to many young people.
“Through football-inspired language, the campaign aims to show that the qualities people admire and develop through sport can also be valuable in an Army career.”
Watch the video below to hear what England fans made of the campaign:
Featured image credit: Amelia Shaw
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