The FA names Xbox official partner of England National Teams

30 August 2021


The Football Association (The FA) has announced a partnership with Xbox that will see the brand become the official gaming partner of the England National Teams.

The deal will span across a range of properties, including the Lionesses, eLions, and the Three Lions, as well as Wembley Stadium connected by EE and St. George’s Park.

Under the campaign mantra ‘When Everybody Plays, We All Win,’ the pair will seek to promote and celebrate inclusivity in play, and collaborate on activations as a driving force of this vision.

Image credit: Xbox / The FA

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Marcos Waltenberg, Director of Global Xbox Partnerships commented on the partnership in a release: “At Xbox we strive to remove barriers and to empower people to experience the joy of play: millions of people around the world find common ground and connect through playing games, as they do with football. In The FA we see a tremendous organisation which has the same drive and ambition to empower people as we do at Xbox.”

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Kathryn Swarbrick, The FA’s Commercial & Marketing Director added: “We are delighted to be partnering with Xbox, a brand that aligns with The FA’s values. Gaming is loved and embraced by fans across the world and we see this partnership as an opportunity to take that relationship to the next level for all of those connected with English football.

“As a not-for-profit organisation, commercial partnerships are vital in allowing us to continue to invest millions into all levels of the game, so we thank Xbox for that support.”

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Forthcoming details on activities and how fans can participate are said to be announced soon.

Esports Insider says: This partnership between The FA and Xbox is one of the more notable deals you’ll see this year. It’s not common to see two organisations of this size get together in the gaming space, and especially across this many of The FA’s properties. Though the best part is still that the pair will be uniting to bring more awareness and opportunities to inclusivity in play.