FA unveils Euro 2004 goodwill push

The Football Association (FA) is to launch a football fan “goodwill” campaign in the run-up to the 2004 European Championships in Portugal.

The campaign will be launched under the banner “All Together Now”, and will be centred around the re-release of a song of the same name by indie band The Farm. The song is about a football game played between the English and German in no-man’s land during the First World War.

With about 400,000 English football fans expected to attend the tournament, the FA wants to ensure there is no repeat of the hooliganism that marred the Euro 2000 tournament in Belgium and Holland.

The campaign will aim to create feelings of goodwill among fans. One source says: “The FA is trying to get positive messages to the fans both in the UK and Portugal about how to behave, and how to come together in a game that should be fun.”

An FA insider says the campaign is expected to include a range of advertising and promotional activity. “We will try to involve a bit of everything, including advertising.”

The FA is also talking to its principal sponsors – Carlsberg, McDonald’s, Pepsi, Umbro and Nationwide – about supporting the campaign. The FA hopes to create a similar spirit to the Euro 96 tournament in England, which was helped by the success of the “Three Lions” song by Baddiel, Skinner and the Lightning Seeds.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here