FA partnership for Lionesses with Boots UK ahead of the FIFA WWC

The FA has announced a three-year partnership with Boots UK to support the women’s game – alongside all other home nations.

The link up with the UK’s largest pharmacy-led health and beauty retailer will run for the period including the upcoming 2019 FIFA Women’s World Cup in France through to the 2021 UEFA Women’s EURO in England. This is another step to the current growth of investment that is going into women’s football. 

During one of the most exciting periods for the women’s game, the partnership marks a unique partnership for women’s football across the UK. 

More girls than ever are taking up football as research by the FA has shown. 1.7m girls and women aged five and over partake in football every month. Awareness and participation in women’s football have a powerful impact on the confidence of girls and women, with 80% of female footballers saying they feel more confident as a result of playing for their team.

The FA’s recently appointed chief executive and current chief commercial and football development officer, Mark Bullingham, said: “We’re delighted to be partnering with Boots as the Official Partner of the England women’s team in what is a hugely exciting time for women’s football.

“It’s important that we partner with brands that share our passion for raising the profile of the sport and the ability to help us do so. I look forward to seeing us work together to make The Lionesses household names and inspiring the next generation of girls to take up the game.”

This is great news for women’s football but the question is also about, what does it mean exactly for Boots to partner with the FA? What, where and how will these inspirational stories from the athletes and role models be shared?

What does this mean for other sports? 

The three-year partnership is great although I sincerely hope this is not an initiative but an investment for the long haul. 

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