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A Good Sport 2026 Campaign Launch

Inspired by Britain’s love of the beautiful game, our new campaign moves from the pitch to the stands – celebrating match-day camaraderie with an all-star cast of familiar faces.

  • Women
  • Men
Model Rosie Huntington-Whiteley featured in Burberry's A Good Sport 2026 Campaign wearing Burberry sunglasses and check tote bag

Our campaign film celebrates the spirit of football fandom before and after kick-off. Brand ambassador Bright appears in the stands alongside Jason Sudeikis and Romeo Beckham, while Jodie Turner-Smith moves through the pre‑match rush. The cast also includes England footballers Eberechi Eze, Declan Rice and Leah Williamson, with Stephen Graham as a youth coach and Lucy Punch and brand ambassador Rosie Huntington-Whiteley cheering from the sidelines.

Son Heung-min

Lucy Punch

Stephen Graham

Declan Rice & Jason Sudeikis

‘This brand has been a real constant for football fans over the years. There’s a certain attitude to being a good sport that is very British and very Burberry.’

– Daniel Lee, Burberry Chief Creative Officer

Leah Williamson for Burberry's A Good Sport Campaign

Neelam Gill

Mika Hashizume  for Burberry's A Good Sport Campaign

Mika Hashizume 

Romeo Beckham for Burberry's A Good Sport Campaign

Romeo Beckham

Heung Min Son for Burberry's A Good Sport Campaign

Son Heung-min

Bright for Burberry's A Good Sport Campaign

Bright

Leah Williamson for Burberry's A Good Sport Campaign

Leah Williamson

  • Burberry's A Good Sport 2026 Campaign featuring check bags in a football locker room

    Bags

    • Women
    • Men
  • Stephen Graham wearing Burberry polo for Burberry's A Good Sport 2026 Campaign
  • Lucy Punch wearing Burberry Check Jacket for Burberry's A Good Sport 2026 Campaign
  • Female model wearing Burberry windbreaker and check skirt for Burberry's A Good Sport 2026 Campaign
Declan Rice wearing Burberry Men's leather Jackets for Burberry's A Good Sport 2026 Campaign
Football player Eberechi Eze and his siblings wearing Burberry Men's clothes and check holdall bag

The collection delivers protection from the elements, from the city to the stadium, with outerwear signatures designed for both die-hard and fair-weather fans.

Classic terrace style is reworked in Burberry Check, rendered in heritage shades across buttoned shirts and cashmere scarves as well as polos, Harrington jackets and protective parkas.

Lightweight layers set the tone for future match-day favourites – from hooded pieces to check overshirts and a new workwear jacket finished with supple leather accents.

Female model wearing Burberry light blue raincoat and small Primrose Bag in check

Iconic raincoats are recut into expressive new silhouettes – from the Swarby jacket in lightweight tropical gabardine to the Tillydrine trench in fluid silk, defined by its ruched hem. New outerwear also includes the cropped Mayfair, designed to make an impact in the stands.