The Football Association (FA) kicked off its new brand platform entitled ‘The England Football Family’ during The Grassroots Football Awards and Community Shield final at the iconic Wembley Stadium.
The new brand platform aims to raise the profile of volunteering, with messaging that showcased volunteers from across the country on banners on the famous walkway leading up to the stadium.
Meanwhile, the new logo was unveiled on the centre circle banner as well as on the handshake arch and across the final programme and digital boards throughout the stadium.
All volunteer branding will transition across to the new platform, with a whole suite of assets created in consultation with 1,500 football volunteers.
The new creative will be weaved into all communications to workforce audiences, including on England Football social channels, the CRM and the England football website, with County FA referees set to receive a bespoke toolkit guiding them on how to keep messaging consistent.
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In addition, volunteers will gain access to rewards like ticket offers, exclusive England Football partner offers and other experiences.
Marking the launch, England legend John Barnes paid a visit to grassroots football club MSB Woolton. Paying a surprise visit to volunteers, he thanked them for their “passion for football” and “giving back” and encouraged more to get involved.
“Volunteers are at the heart of grassroots football in England. The launch of the ‘England Football Family’ campaign is aimed at recruiting, retaining and recognising the brilliant people who volunteer right across our game. There are opportunities for everyone to volunteer in football,” said FA director of marketing, communications and public affairs Joanna Manning-Cooper.
“Our new brand platform and campaign enables us to bring together volunteers and will showcase the variety of volunteering roles that are out there, raising the profile and importance of the work that over 800,000 people do week in week out.”
