The FA unveils Xbox as Official Partner of England football teams

31 Aug 2021

By: Sport Industry Group

The FA has announced a new partnership with Xbox, which will see the console brand become the Official Gaming Partner of the England National Teams.

The deal takes in the Lionesses, eLions and the Three Lions, as well as Wembley Stadium connected by EE, and St. George’s Park.

According to The FA, the partnership is a ‘celebration of the driving principle of inclusivity in play’, which the organisation says it shares with Xbox. The pair will embrace that shared vision with the slogan, ;When Everybody Plays, We All Win’.

“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,” said Marcos Waltenberg, Director of Global Xbox Partnerships.

“In The FA we see a tremendous organisation which has the same drive and ambition to empower people as we do at Xbox. Through our partnership we aim to bring further value to the England Football Teams and power the dreams of players and fans everywhere.”

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.

“’When Everyone Plays, We All Win’ is a message that rings true of what we strive to achieve at The FA and we hope that our inspirational national teams can bring great value to Xbox.

“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.”

The partnership was unveiled before the England Men’s squad’s first training session at St George’s Park since UEFA EURO 2020, and ahead of the qualifying match against Hungary on 2nd September. It will also see Xbox commit to a grassroots gaming campaign with The FA, bringing football and gaming experiences to fans across England.