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Behind the scenes: My Country, My Shirt

This summer we’ve been promoting the women’s game and our Free Lionesses Fans’ Embassy team followed the England team all the way to their win at Wembley on Sunday.

And the ‘My Country, My Shirt’ project, launched ahead of England’s Euro 2022 victory over Spain in the quarter-finals was an important part of the Fans’ Embassy promotional work.

Launched at the National Football Museum ‘My County, My Shirt’ captured portraits of England fans from across the country – highlighting the breadth and diversity of all those who follow the Lionesses across the country.

Those portraits were captured by photographer Sophie Cook, and videographer Alex Langton spoke to the fans taking part to talk about their support of the Lionesses.

Those interviews are available to watch below:

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Funding partners

  • The Football Association
  • Premier Leage Fans Fund


  • Gamble Aware
  • Co-operatives UK
  • FSE
  • Kick It Out
  • Level Playing Field
  • Living Wage Foundation
  • Pledgeball