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Burberry is bringing together a roster of Hollywood actors, models and football stars for “A Good Sport,” its Autumn 2026 campaign inspired by the atmosphere and rituals surrounding football game day.
Soundtracked by Bloc Party’s “Banquet,” the campaign stars Jason Sudeikis cheering from the stands alongside Romeo Beckham and Burberry ambassador Bright, while Jodie Turner-Smith appears navigating the pre-game crowds and Lucy Punch lines up at a classic burger van. Stephen Graham also appears as a children’s Sunday league football coach in the campaign film.
The cast is rounded out by models Rosie Huntington-Whiteley and Neelam Gill, alongside football stars Declan Rice, Eberechi Eze, Leah Williamson, Naomi Girma and Son Heung-min.
“Burberry has connected football fans across generations for decades,” Burberry CEO Daniel Lee said in a statement. “It’s only right that we celebrate that this summer.”
The campaign highlights Burberry’s latest outerwear and accessories collection, including lightweight trench coats, Harrington jackets and terrace-inspired separates featuring the house’s signature check pattern. New accessories include the curved Primrose bag and the Knight Runner sneaker.
Directed by Lee, the campaign continues the CEO’s strategy of anchoring Burberry campaigns around Hollywood figures, spanning film, television and music, tied to contemporary British culture. Earlier campaigns under his tenure have featured actors including Nicholas Hoult, Aimee Lou Wood and Turner-Smith in the rain-soaked Summer 2025 campaign, while the brand’s Winter 2025 “A Grand Escape” campaign cast included Rupert Everett and “The Crown” actor Luther Ford in a stately home-set campaign inspired by classic English country houses.
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Shop both new and classic pieces featured in the new campaign below:
Check Cashmere Scarf
Check Backpack
Heavy Cotton Check Bucket Hat
Waterloo Heritage Belted Trench Coat
Cropped Tropical Gabardine Swarby Trench Jacket
Logo-Embroidered Cotton-Gabardine Harrington Jacket
Whitstable Hooded Jacket
Archive Checked Silk-Twill Tie