Despite taking huge strides in becoming a more progressive and inclusive brand, the FA was still perceived by many potential sponsors as stuck in the past, or put another way: ‘male, pale and stale’.

Others saw sports sponsorship as generic badging that offered limited value, and targeted too specific an audience.

Our ‘new rule book’ and accompanying film showed how much the FA has modernised its values and broadened its appeal, the incredible impact that was having on and off the pitch, and the unique opportunities and access that England’s lead sponsor could enjoy.