Matta Unleash Fierce With England’s Lionesses

England’s Lionesses will travel to the Netherlands for the UEFA European Championships 2017 backed by a new campaign, Unleash Fierce.

Created by MATTA, shortlisted for Young Agency of the Year at the BT Sport Industry Awards 2017, the campaign was unveiled in conjunction with head coach Mark Sampson’s announcement of the 23-strong squad on Monday afternoon.

Following a third place at the FIFA Women’s World Cup in 2015 and defeating world number one side USA at the SheBelieves Cup in New Jersey last month, the young England side will offer four players the chance to make their tournament debuts within the final squad.

Here it is: your #Lionesses squad for this summer’s @UEFAWomensEURO! pic.twitter.com/YciJiZL0hS

— #Lionesses (@Lionesses) April 3, 2017

The FA plans to double the number of women and girls playing football by 2020, and see the UEFA Women’s Euros 2017 as a huge opportunity to create role models within the Lionesses to inspire, challenge public perceptions, and attract and retain girls aged 7-15 to playing the sport.

Sissel Gynnild Hartley, The FA’s senior brand strategy manager explained: “The Unleash Fierce campaign aims to represent the confidence, drive and determination of the Lionesses. The players are brilliant role models, and with this campaign we hope to inspire more girls to get involved in the game, whether it’s as a player or a fan.”

Speaking about the campaign, MATTA’s executive creative director, Matt Campbell added: “In the wild, Lionesses are endowed with many powerful attributes that in combination equate to fierceness. The campaign implies it is playing football for England that unleashes the spirit of their lioness within.”

The tournament, which starts on 16th July, will take place in the Netherlands and England’s first match is against Scotland on 19th July.

Some of England’s squad are currently representing their clubs in the FA Cup, with the one-off Women’s Super League Spring Series kicking-off on 22nd April.

The Series will act as a transitional tournament, with the traditional WSL season being moved to a September start for a new winter season calendar, moving in line with other divisions in Europe.