FC Cymru Special: The Art of The Wales Shirt

When the FA Wales launched their new home kit ready for Euro 2020 they wanted to use our flagship FC Cymru show as a platform for engaging the fanbase.

The FAW asked ESM to develop an idea around The Art of the Wales Shirt exhibition at the National Museum of History, featuring some of the most beautiful and famous shirts worn by Welsh football internationals and fans for generations.

The FC Cymru Special was hosted from the museum in front of a live audience of around 200 people and the show brought together iconic kits and legendary players in a nostalgia-filled evening that brought to life the patterns of the past.

Led by Sioned Dafydd and our very own Alex Feeney, the show featured players like Joe Ledley, Rob Earnshaw, Natasha Harding, Ian Walsh, and David Giles, former BBC commentator Ian Gwyn Hughes and kit officianados Simon 'Shakey" Shakeshaft and Neil Heard.

Stories of glory days and iconic games helped to excite and enthuse the audience. With over 40,000 views across all platforms, the video reached, engaged with, and activated the fan base immediately. The Euro 2020 home kit became the fastest-ever selling Wales kit.