Face of the Fans is an MMS-based initiative by T-Mobile to promote its football sponsorships.
Glue London (which developed the application) explains the campaign involves T-Mobile soccer squads taking MMS pictures in stadium before a match capturing the 'face of the fans' and these images are instantly sent to a dedicated website where they can view a huge gallery of images split by club. Visitors can then vote on any images, including their own, as well as send a viral email of any image to friends.