FA seeks lead partner for refreshed Wembley

The Football Association has overhauled the brand identity of Wembley as it looks to make the stadium more attractive to existing and new sponsors.


As part of the Association’s four-year sponsorship programme, it is also looking to appoint its first “lead partner”, which could see “sponsored by…” added to the stadium name.

The new identity, created by brand consultancy Bulletproof, uses the strapline “inspiring memories”. Each word in the line has its own weight and aims to reflects the “stadium’s inspirational power”.

After lengthy delays, the stadium finally reopened three-years ago following a £700m redevelopment. It will continue to be used for non-football events including NFL games and the London 2012 Olympic games.

According to the FA’s head of marketing Simon Freedman, the fresh identity is an “important part of our long-term strategy to drive even greater engagement” with spectators and sponsors including Npower and Coca-Cola.

“We are moving into a new stage in our lifecycle and the new identity is more reflective of the dynamic and multi-purpose nature of the stadium,” he says.

The overhaul comes at a critical time for the sport’s governing body which has been rocked by the departure of chief executive Ian Watmore and chairman Lord Triesman, who left earlier this month following bribery claim allegations.

The Association is also still trying to secure a new deal with England team sponsor Nationwide before the current partnership ends next month and find a title sponsor of the FA Cup.