Burberry has long been a fixture on the British football terraces; its signature outerwear and checks have been a constant in match-day wardrobes across generations and regions. For its latest campaign, A Good Sport, the brand turns its attention to the culture of football fandom, and the exhilarating energy behind cheering on your team.

Fresh from their Premier League triumph, Arsenal’s Declan Rice and Eberechi Eze feature alongside fellow footballers Leah Williamson, Naomi Girma and Son Heung-min. Elsewhere, Ted Lasso star Jason Sudeikis wears the Sloane suit in the stands, while Lucy Punch queues at the burger van, and Stephen Graham becomes a kids’ Sunday league coach. On the sidelines, models Rosie Huntington-Whiteley, Neelam Gill and Romeo Beckham round out the squad.

With the World Cup only weeks away, Daniel Lee is ready for kick-off: “Burberry has connected football fans across generations for decades,” he says. “It’s only right that we celebrate that this summer.”