Salute the Lionesses

Salute the Lionesses, Pitch Marketing Group / The FA
As England's Lionesses set off in search of European glory, they needed the support of the nation more than ever but, for most girls, football wasn't their first interest.

So we needed to target them with something they were already passionate about - pop music.

And who better to convey a patriotic and aspirational message to girls than the biggest girl group on the planet - Little Mix.

Not only did Salute the Lionesses inspire a new generation of female football fans, it created a national movement; galvanising support from across the worlds of sport, music and popular culture.