The FA To Boost Grassroots With New England Football Visual Identity

The FA has launched England Football, a new hub which aims to ‘represent, unite and promote’ participation in football across England.

The new name and visual identity aims to create more chances for people to ‘play, coach and support’ football, as well as connecting the grassroots game with England’s elite national teams. 

The new visual identity will centre around a new England Football ‘one-stop hub’ for grassroots footballers and fans. It will include information and access to FA participation and grassroots programmes, learning resources, and administrative tools to help those who manage the grassroots game. It will also provide ticketing information for fans of England’s elite men’s, women’s, youth, and Elions esports teams.

A new digital tool, Find Football, will also launch to help players and parents find participation opportunities and directly book places on FA programmes such as Snickers Just Play, which allows anyone to join a recreational football game; Weetabix Wildcats, a non-competitive ‘fun football’ programme for girls; and Age UK Walking Football, a form of the game where running is against the rules, and is suited to older adults.

“This is a significant change as we unite all our grassroots initiatives and programmes under one banner,” said Mark Bullingham, CEO, The FA.

“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. Kids want to be the next Steph Houghton, Harry Kane, Nikita Parris or Raheem Sterling. 

“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.”

A new England Football visual identity ‘symbolises inclusivity at all levels of football’, according to the governing body. It features a cub, a lion, and a lioness uniting to ‘form the iconic England crest with no boundaries’ and aiming to represent everyone.

To support the launch, The FA has also released a new film (above) to ‘capture the essence of football in England’ across all levels. Produced by COPA90, it depicts the game’s diversity, as well as showing its significance to local communities, and features a host of England internationals including Harry Kane, Lucy Bronze, Azeem Amir, Demi Stokes, and Marcus Rashford alongside a number of ‘grassroots heroes’ around the country.