By Sarah Vizard

The series aims to promote EE’s Wembley sponsorship by giving 28 YouTube stars the chance to play a match at Wembley Stadium. Dubbed ‘The Wembley Cup’ and created by Poke, it will follow the vloggers as they train for the match through challenges such as yoga and “footgolf”, which involves playing golf with a football.

Speaking to Marketing Week, EE’s brand director Spencer McHugh said the campaign is “new territory” for the mobile operator. While it has previously used vloggers such as Jamie Oliver and Dan and Phil, McHugh said this was its first “real collaborative effort” with a YouTube star.

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Source: Marketing Week