Little Mix front support campaign for the Football Association ahead of Women's Euro 2017

Pop group Little Mix are fronting a new social campaign for the Football Association (FA) to help build support for the England team during the Uefa Women’s Euro 2017 tournament in the Netherlands.

In a video featuring their hit-single ‘Salute’, the band call for women, girls and football fans to show their support for the England team by submitting an image or video of support and submit it using the #Lionesses hashtag.

Alongside Little Mix, the video features a number of football cameos including Lionesses captain Steph Houghton and world number two freestyle footballer Liv Cooke.

Discussing the campaign for the national team, Little Mix said: "When we wrote Salute we wanted to convey a message of all women being united, something we know all fans are when supporting England.

“Being England fans ourselves, we jumped at the chance for Salute to help unify support for the Lionesses. The World Cup a few years ago was massive for the Lionesses and they have smashed it since so hopefully the support will help them go all the way this summer.”

Marzena Bogdanowicz, head of marketing and commercial for women’s football at the FA, added: “As part of Gameplan for Growth, our pledge to double the number of girls playing football, we need to inspire the nation through the Lionesses performances on the pitch but also through working with individuals relevant to girls and it doesn’t come much bigger than Little Mix!

“The Salute campaign is one that we know will help to unite the nation behind the Lionesses and we are confident that this will help to drive the team and help build the team’s fan base further.”

The Salute project comes as part of the wider For All campaign which the FA launched earlier this year in a bid to double the number of girls playing football by 2020.

The Lionesses' first game in the tournament will be against Scotland Wednesday (19 July) followed by Spain and Portugal.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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