England: Xbox (Microsoft, video games), official partner of the national teams from 2021

Xbox, a video game console from Microsoft, has become the "official gaming partner" of the English men's ("Three Lions"), women's ("Lionesses") and esports ("eLions") national teams from 2021, announced The Football Association on 30/08/2021.

The home console becomes an official partner of The FA, the first level in the sponsorship hierarchy of the English body. The deal "sees Xbox committing to a grassroots gaming campaign with The FA, bringing exciting experiences for football and gaming fans across the nation," explained the Association.

"Xbox has long championed the importance of gaming being inclusive, accessible and safe for all, while we have a continued commitment to ensuring that all football participants in England have a great experience regardless of gender, sexuality, ethnicity, ability, faith or age," said The FA.

"When everyone plays, we all win" (K. Swarbrick, The FA)

• "Gaming is loved and embraced by fans across the world and we see this partnership as an opportunity to take that…