The campaign uses 23:37 as a symbolic time: the moment when supporters and potential perpetrators may return home after the match. The report says domestic-abuse incidents have historically risen around major football fixtures, with alcohol and heightened emotions capable of intensifying abuse that already exists.
That distinction matters. Women’s Aid is not blaming football itself. Its warning is that tournament pressure, drinking and a charged atmosphere can create more dangerous conditions inside homes where violence is already present.
The update also points to research published in 2014, which recorded increases in domestic-violence reports after England matches, whether the team won or lost.
For most supporters, a late-night England match is a shared national occasion. For survivors, the same fixture can mean isolation, anxiety and a difficult wait for the final whistle.
Farah Nazeer, Women’s Aid’s chief executive, reportedly said the tournament may bring the country together while representing something much more frightening for women and children living with abuse. Her message, as described in the update, is that nobody should have to fear what happens when the match ends.
Women’s Aid ambassador Charlie Webster has similarly highlighted the contrast between football’s unifying power and the danger the tournament can bring into some homes. The campaign follows the organisation’s earlier “He’s Coming Home” initiative from 2022.
The campaign is being promoted through digital billboards, vans and posters near football hubs and busy areas in London. QR codes direct people towards advice, support, donations and guidance on recognising abuse.
As England’s opener approaches, the most important storyline may sit away from the pitch: whether football authorities, broadcasters and supporters keep that support visible throughout the tournament, not just on match night.