The humbling defeat to Iceland in Euro 2016 was a watershed moment for English football – a stark reminder of the nation's enduring pain. But what a difference a decade makes! The Three Lions are now a commercial powerhouse, basking in the glory of Gareth Southgate's tenure and the Lionesses' unstoppable rise to prominence. This remarkable turnaround has seen England come within touching distance of a major international trophy since '66, while the women's team have become the gold standard for European success.
The FA's financial fortunes are now shining bright too, with overall revenues soaring from £370m in 2015-16 to a staggering £516m. Commercial income may still trail behind top club sides, but it's on the up – rising from £58m to around £85m. It's no mean feat for the governing body to secure such substantial partnerships, especially when you consider the restrictions on shirt sponsorship and tournament advertising.
But make no mistake, the FA has pulled off a masterstroke in signing deals like BT Group, which includes EE – a partnership that gets an extra boost from owning Wembley Stadium. And let's not forget Nike's massive kit sponsorship deal, worth at least £34m per year until 2030, with performance-related bonuses triggered by some of the most iconic moments in recent English football history.
It's not just about the Benjamins; the image of England football has never been stronger. Gareth Southgate's men have ditched their bad-boy reputation for a more wholesome, marketable squad – and the Lionesses are leading the charge with their trailblazing success and devoted fanbase. MKTG's Amar Singh credits the FA's clever digital strategy, including The Lion's Den on YouTube, which helps connect with younger fans and create valuable branded content.