The multi-year partnership covers the Lionesses team, the eLions esports team, and the Three Lions team, as well as Wembley Stadium.
Xbox has committed to a grassroots gaming campaign with The Football Association (FA), creating exciting experiences for football and gaming fans across the nation.
Microsoft says Xbox and The FA have a shared vision of inclusivity in play. Xbox has long championed the importance of gaming being inclusive, accessible and safe for all, while The FA has a continued commitment to ensuring that all football participants in England have a great experience regardless of gender, sexuality, ethnicity, ability, faith or age. The partnership has been launched with the message: “When Everybody Plays, We All Win”.
Kathryn Swarbrick, The FA’s Commercial and Marketing Director, says the key quality the FA was looking for was a commitment to inclusivity. “We are delighted to be partnering with Xbox, a brand that aligns with The FA’s values,” Swarbrick said. “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, Swarbrick added. “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.”
Marcos Waltenberg, Director of Global Xbox Partnerships, agreed with that view, saying the partnership is designed around the idea that sports brings people together.
“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,” Waltenberg said.
“In The FA we see a tremendous organization 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.”
The partners say further details of upcoming activities and how fans can get involved with the partnership will be announced in the near future.
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