The FA Launches ‘for All’ Brand Purpose

The Football Association (FA) has launched a new brand purpose, ‘For All’, which looks to the organisation’s provision and support of football for all people at all levels.

According to football’s national governing body, the brand purpose will sit at the heart of The FA, internally and externally, from a grassroots level right through to England’s 24 national teams.

The announcement coincided with the launch of The FA’s women’s football strategy at Wembley Stadium connected by EE. The strategy details The FA’s approach to its three core goals for the women’s and girl’s game by 2020; to double participation, double the fanbase and achieve consistent success on the world stage.

‘For All’ was launched with two short films and a series of case studies to create greater awareness of The FA’s role on behalf of our national sport. The content also demonstrates support of The FA has and highlights the work with women and people with disabilities.

The first film stars England Lioness defender, Casey Stoney. The film – also launched in conjunction with the women’s football strategy – documents Stoney’s journey from being the only girl in her youth team to achieving 129 caps for her country and also her experience as a coach.

The second film centres on the story of James Blackwell as he fulfiled the dream of playing for his country. James is a star of the England Cerebral Palsy team, one of seven national disability teams run by The FA. The film was showcased on BT Sport the weekend of the Emirates FA Cup Quarter Finals.

The FA chief executive, Martin Glenn said of the launch: “The FA is ‘For All’. We’re here for everyone who participates in the game, whatever they do, at whatever level.

“The phrase ‘For All’ also unequivocally states that football is open to everyone, regardless of gender, sexuality, ethnicity, ability, disability, faith or age. ‘For All’ will be at the heart of The Football Association and will shape everything we do both internally and externally.”

Lioness star Casey Stoney said: “I still get the same feeling playing football today as I did as a child. Football has been my life and if it wasn’t for The FA’s support and guidance during my biggest personal challenges, I am not sure where I would be or what I would have achieved. The FA is truly ‘For All’ and their support of women’s football is the best it has ever been.”

Working with The FA, communications agency VCCP developed the strategy behind ‘For All’ and created the launch films. The films were directed by filmmakers Dan & Ben Tubby, known as Tubby Brother. Media planning to promote the films was handled by Manning Gottlieb OMD.