England’s participation at UEFA EURO 2024 offered The FA another opportunity to continue on its long-term mission of using social media to bring the public closer to their national team. Through a steady stream of attention-grabbing vertical video, insightful behind-the-scenes content and daily live shows, The FA used its channels to directly engage millions of users with the ultimate aim of generating the levels of public support needed to help the Three Lions succeed in Germany. Across the campaign, England’s social content was seen over 2 billion times, with more than 100 million engagements and 2.3 million followers gained. The performance of video content was key, with more than 700 million views – almost double the amount generated at each of the previous two men’s tournaments. Post-tournament research found that England’s followers were more positive about the team, proving how social media helped the team succeed at the tournament.