The Football Association, the governing body of football (soccer) in England, will, for the first time ever, manage its own licensing program for the domestic U.K. market. Previously, The FA’s licensing program was managed via agents.

According to The FA, moving forward, stakeholders will be the true beneficiaries of the new business model, which will lead to greater revenue invested back into the game. Over the past four seasons, The FA invested more than £100 million back into the sport.

Other advantages, says The FA, include a closer relationship with licensees and retailers, who will benefit from dedicated support and tailored products.

“This is a real opportunity for us to work more closely with businesses who truly believe and share the values of The FA to each other’s mutual benefit,” says Nicky Stanton, The FA’s commercial division. “We will be supporting our licensees and retailers with the launch of a new style guide and design direction to help develop an exciting new range of products. This will include a focus on specific consumer related products of all age ranges, including a kids’ option for the first time. Watch this space for some potential new developments set to hold great appeal with young England Lions. It is an exciting time for us as we look to contract new commercial partners and licensees and to become fully immersed in the world of licensing.” 

The FA already has some key partners already signed, and is poised for growth as the program builds toward the UEFA Euro 2016 tournament.