• Transform magazine
  • July 31, 2021


The FA becomes England Football as new brand to unite football participation in England

TT 11 May England Football

The Football Association (FA) worked with London-based design studio Matta to create a new consumer facing brand, England Football, that represents, unites and promotes football participation in England. The new identity seeks to provide enhanced level of aspiration and inspiration to players, volunteers and supporters of the game alike.

England Football, which complements the role of The FA as the not-for-profit governing body of football in England, aims to create more chances for people to play, coach and support football and better connect the grassroots game with England’s National Teams.. To reflect the increased inclusivity, the identity will be characterized a new crest: a male lion, a female lioness and a lion cub, to represent the youth element of the national game.The three will unite for form the England crest with no boundaries, representing everyone at every level of football across the country.

 “This is a significant change as we unite all our grassroots initiatives and programmes under one banner. England Football will harness the unique ability of the England teams to inspire future generations and positively impact participation at all levels of the game,” says Mark Bullingham, chief executive at The Fa.

The rebrand includes orange of new digital products and services, including EnglandFootball.com, a one-stop online hub across all levels of the game providing comprehensive information and access to FA participation; Find Football, a digital tool helping players and parents find participation opportunities; and My England Football, a new reward programme to recognize the passion of England fans, grassroots players and volunteers.

“As well as inspiring future generations, England Football’s digital tools will help us to create more opportunities to play, coach and support the game, nationwide. We want football to be For All and to play a major role in getting the country active following the impact of COVID 19 – England Football will help achieve that,” says Bullingham.

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