FA marketing boss on reinventing grassroots support with sub-brand England Football

The Football Association (FA) has launched a consumer-facing brand called England Football to consolidate grassroots and participation programmes under one name and provide a timely reminder of how the elite game is enabled by inclusion, volunteers and fan passion. Kathryn Swarbrick, commercial and marketing director at the FA, explains to The Drum why the oldest footballing body in the world needed a D2C brand that could inspire "goosebumps" in us all.

FA marketing boss on reinventing grassroots support with sub-brand England Football
The Football Association (FA) has launched a consumer-facing brand called England Football to consolidate grassroots and participation programmes under one name and provide a timely reminder of how the elite game is enabled by inclusion, volunteers and fan passion. Kathryn Swarbrick, commercial and marketing director at the FA, explains to The Drum why the oldest footballing body in the world needed a D2C brand that could inspire "goosebumps" in us all.