The FA has brought in Liverpool’s Uniform to develop the England brand and “look at new ways to engage new and existing audiences”.

It will include supporting St George’s Park, the FA’s new national football centre in Burton upon Trent.

“We’re reviewing how the brand works, and the way it interacts and engages. Clearly The FA talks to different audiences and different age groups.  There are certain key assets that have extensive scope for brand activation going forward,” explained Tim Sharp, creative director at Uniform, who added that it wanted to emphasise 3 key brand values: pride, passion and fans.

The appointment is a direct result of work Uniform did for Wembley Stadium including the “One venue. Unforgettable experiences” tagline.

“We’re delighted to be working with Uniform, on developing our brands across the FA Group, from England and St George’s Park to Wembley. They have a strong understanding of each brand, the target audience and the, often complex, message we’re looking to convey,” stated Katie Rosen, design manager at The FA.

“The projects they’ve delivered for us are strategically accurate, innovative and bring new dimensions to our very established brands. “