The Mentor Badge

As the UK’s Best Network for Families, EE, in partnership with Internet Matters and supported by the Home Nations Football Associations, has created the Mentor Badge - a resource designed to help coaches recognise and tackle the influence of the manosphere within their squads.

Drill 1: Language

Boys are growing up in online spaces where language is constantly shifting and heavily shaped by influencers, memes and peer culture. Some of this language may seem like banter, but it can include misogynistic or harmful ideas that shape how boys talk about and treat others in real life.

This drill focuses on helping coaches recognise these ideologies early, respond confidently in the moment, and set clear standards for respectful communication within the team.

You won’t always recognise the language boys are using, and that’s expected - online trends change quickly and terms are often repeated without full understanding.

Online hate can include abusive or discriminatory language directed at someone’s identity, including gender. Misogynistic language is often reinforced through repeated exposure on social media and through influencers, which can make it feel normal over time rather than harmful.

In a team environment, this means some of the language you hear may not reflect deeply held beliefs, but rather repeated online content. Regardless, repetition shapes what becomes normal in the group, and you should step in if you hear any concerning language.

What Can You Do?

As a coach, your role is to set the tone early and consistently reinforce that respectful communication is a non-negotiable part of team culture. When language crosses a line, it is most effective to address it calmly and in the moment, focusing on curiosity and clarity rather than confrontation.

It is also important to redirect attention back to team standards such as respect, effort and behaviour, rather than allowing conversations to stay focused on the language itself. Over time, consistency is what shapes culture.

If language becomes repeated, targeted or harmful, it should be addressed through your club safeguarding processes.

Q1. During training, a player calls another teammate a “simp” and the rest of the group laughs. (Optional)

What should the coach do first?

Calmly speak to the player afterwards to understand where the language came from and reinforce team standards

Ignore it because the players were joking

Call the player out in front of the whole team immediately

Q2. A coach overhears players making dismissive comments about girls in the changing room. (Optional)

What is the most effective response?

Join in lightly so the players feel comfortable opening up

Immediately ban the players from the next match without discussion

Stay calm, ask questions and challenge the behaviour without shaming the players

Q3. A player has started mocking teammates who show emotion or lack confidence. (Optional)

Why is it important for the coach to address this behaviour early?

Because these attitudes can become normalised and shape team culture over time

Because players should avoid showing emotion during football

Because confidence issues should only be discussed with parents

Drill 2: Body Image

Boys are increasingly exposed to online content that promotes narrow and unrealistic ideas about how they should look. Much of this content is edited, curated or designed for attention rather than reflecting real bodies or healthy standards.

This drill helps coaches understand how these pressures show up in teams and how to shift focus away from appearance and towards performance, wellbeing and capability.

Much of what boys see online about bodies is filtered, edited or designed to attract attention rather than reflect reality. Trends like looksmaxxing encourage boys to focus on appearance and “optimising” how they look, often linking self-worth to unrealistic physical standards.

Online content can repeatedly promote narrow ideals of the “ideal” male body. This can increase comparison, pressure to look a certain way and dissatisfaction with natural body diversity.

In practice, this can show up as jokes, comparison between players, or increased or obsessive focus on gym, diet or appearance.

What Can You Do?

Coaches play a key role in removing appearance as a focus point within the sporting environment. Reinforcement should consistently focus on effort, decision-making, teamwork and improvement. When body-related comments arise, they should be calmly redirected back to performance expectations and team standards.

If you notice shifts in behaviour such as increased body focus or negative self-talk, short one-to-one check-ins can help create space for players to talk in a low-pressure way.

If concerns about body image persist or begin to affect a player’s wellbeing or behaviour, follow your club’s safeguarding process and involve a parent or carer where appropriate.

Q4. A player has started making negative comments about his body and constantly compares himself to fitness influencers online. (Optional)

What should a coach do first?

Tell him to spend less time online

Speak to him privately and check in calmly without judgement

Point out that other players look different too

Q5. During training, players begin joking about another teammate’s appearance. (Optional)

What is the most effective way for a coach to respond?

Ignore it because it is only banter

Tell the player to toughen up and ignore the comments

Redirect the conversation back to performance, effort and teamwork

Q6. A player becomes increasingly focused on gym routines, dieting and “perfecting” his appearance after watching online content about “looksmaxxing.” (Optional)

Why is it important for a coach to address this early?

Because appearance-focused content can negatively affect confidence and self-worth over time

Because players should avoid all fitness content online

Because gym training is not appropriate for young players

Drill 3: Leadership

Boys are increasingly influenced by online content that shapes how they understand leadership, success and status. Some of this content promotes narrow versions of masculinity where leadership is linked to emotional suppression or being “above” others.

This drill focuses on how coaches can actively model and reinforce what positive leadership looks like in a team environment, and how everyday coaching behaviour shapes boys’ understanding of leadership.

Online narratives around masculinity can strongly influence how boys interpret leadership. Boys are exposed to content that can promote status-driven versions of leadership, rather than collaborative or inclusive approaches.

At the same time, boys need consistent support from trusted adults to help them interpret and challenge what they see online. Coaches play a key role in this as everyday role models, where leadership is taught as much through behaviour as through instruction.

In practice, this means consistently demonstrating that leadership is not about status or control, but about responsibility, inclusion and how you treat others within a group. Coaches shape this understanding through how they set expectations, respond to behaviour and include players in team culture.

What Can You Do?

When harmful patterns appear, such as exclusion, status-based language or dismissing others, these should be calmly challenged and reframed around team values. Leadership should always be linked back to behaviour rather than hierarchy.

Coaches should also actively create opportunities for players to experience leadership in different forms, ensuring responsibility is shared and reinforced through real action, not just definition.

If negative behaviours become persistent or begin to negatively impact other players, follow your club’s safeguarding process and involve a parent or carer where appropriate.