Capitalizing on this year’s World Cup, the group will work to make the phrase the go-to brand for the 2020 European Championships, which will see both the semi-finals and final played in London.

“The mood in the U.K. right now for football is ridiculously buoyant, for obvious reasons,” says Ian Wickham, director, Licensing Link Europe. “With the words ‘Football’s Coming Home’ being sung wherever you go (which, by the way, is not just unique to this particular tournament but to every major football event), and a social media reach of 6.7 million this week alone just in English, there is a huge opportunity. With the right build and direction, we believe we can cement an umbrella brand to act as the home for the true fan including grassroots football, lower league and amateur divisions, building an environment for those where football really is a part of their lives.”