England/Twitter
Dan Kilpatrick @Dan_KP7 May 2021
The Football Association has unveiled a new logo for its latest grassroots initiative, replacing the distinctive Three Lions with a lion, a lioness and a cub.
The crest will not replace the Three Lions on national team shirts but is set to represent 'England Football' – an initiative to draw a line between the grassroots and elite games in the country.
The FA said the new crest, understood to be the work of 18 months by London design agency Matta, would give the Three Lions "a fresh purpose that symbolises inclusivity at all levels of football...to form the iconic England crest with no boundaries – representing everyone at every level of football across the country."
The new initiative, which is housed at EnglandFootball.com, is designed to make it easier for players, fans, coaches and volunteers to participate in the grassroots game and follow the England national teams.
Among the offerings is a tool to help players and parents find grassroots matches locally and a rewards programme, including access to Wembley pitch-days, for England fans, grassroots players and volunteers.
The FA said: "England Football will leverage the strength and popularity of England teams to inspire future generations and positively impact grassroots participation."
Mark Bullingham, Chief Executive of The FA, said: “This is a significant change as we unite all our grassroots initiatives and programmes under one banner. England Football will harness the unique ability of the England teams to inspire future generations and positively impact participation at all levels of the game."
