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FSA and Toyota to support England fans at the Women’s World Cup 2023

The Football Supporters’ Association (FSA) and Toyota have joined forces to support fans at this summer’s Women’s World Cup in Australia and New Zealand.

The FSA’s Free Lionesses team will be down under helping fans with free services which include a supporters’ guidebook, pre-match meet-ups and on-the-ground Fans’ Embassy help – all powered by Toyota.

Free Lionesses is put together by fans, for fans, and follows a successful Fans’ Embassy service run by the FSA at France’s 2019 World Cup and last year’s Euro Championships.

Deborah Dilworth, head of women’s football at the FSA, said:

“We are delighted to partner with Toyota GB for the Free Lionesses Women’s World Cup Fans’ Embassy. Thanks to Toyota’s valuable support we can ensure travelling supporters are looked after and supported across the tournament by providing them with a supporters guide, a hotline fans can call and help on-the-ground.

“We can’t wait for this summer’s World Cup to inspire new fans and we look forward to the continued growth of the women’s game as supporters get behind the Lionesses.”

Emma Lane, general manager of brand communications at Toyota GB said:

“It’s fantastic to know that we are playing a part in ensuring England supporters, either making the journey to Australia/New Zealand or watching on from the UK, can access the information and support they need to maximise their interaction and enjoyment of the tournament.

“As both a fan and a player myself, I have seen first-hand the positive impact that the growth in the women’s game is having on our communities, and I have no doubt that this summer’s World Cup will continue to inspire the next generation of fans and players from grassroots up.”

Toyota is a perfect partner for Free Lionesses as it continues to lead support for gender balance within the automotive industry, with Agustín Martín, Toyota (GB) President and Managing Director, recently becoming a patron of the Automotive 30% Club.

The Club is a network of industry leaders from UK-based automotive manufacturing aiming to achieve a better gender balance by filling at least 30% of key leadership positions with diverse women by 2030.

Providing support for England fans on the other side of the globe during the tournament is only part of the FSA’s wider aim to help develop women’s football as a whole and ensure supporters are represented in key decision-making processes.

The FSA will continue to push for positive change in order to give women’s football the profile it deserves.

Further information on how supporters can download or order a hard copy of the Free Lionesses Women’s World Cup Guidebook will be released in due course.

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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