Neil Hopkins, global strategy chief at M&C Saatchi Sport and Entertainment, points to the FA’s partnership with BT Group and EE as a significant step forward. The agreement includes the naming rights for Wembley Stadium Connected by EE, made possible by the FA’s ownership of the venue.
That gives the partnership value beyond England matches. Wembley hosts concerts and major events, allowing the commercial relationship to reach audiences well outside football.
The FA’s kit agreement with Nike has also expanded. The deal reportedly provides at least £34 million per year across the men’s, women’s and youth teams, with performance bonuses linked to England’s success.
Commercial growth has followed a more appealing sporting story. England’s men have moved closer to ending their long wait for a major trophy, while the Lionesses have become consecutive European champions and reached the 2023 Women’s World Cup final.
Amar Singh, a senior marketing executive at MKTG, links that progress with the FA’s digital development. The “The Lion’s Den” programme, initially created for YouTube, has helped present players as personalities while giving partners more engaging content for younger supporters.
The FA now works with a wide group of brands, including EE, Nike, Barclays, Google, M&S Food and EA Sports.
The model is not without challenges. International teams cannot sell a traditional shirt-front sponsor, tournament advertising is largely controlled by and UEFA, and player access is more restricted than at club level.
The report also says total revenue fell from £551 million to £516 million in 2025, partly because of changes to the women’s domestic league structure and lower international FA Cup media rights.
England’s meeting with Croatia in Dallas will therefore carry two kinds of importance: a sporting test and another global stage for a carefully rebuilt national-team brand.