The FA Wales had realised the power of social media content during Euro 2016, as video blogs and other content engaged Wales fans and fans from across the world who had found Wales through their successful semi-final run.

The FAW had been supporting ESM's online magazine show EatSleepFootyRepeat with access and opportunities to create content, and in the autumn of 2017, the FAW asked if ESFR could be evolved and rebranded for the FAW's own channels.

ESM worked with the FAW media team to develop FC Cymru, the new flagship online magazine show that would cover stories at all levels across Welsh football. From the international side to domestic clubs across the country, FCC highlights the work of the dedicated staff, fans, and volunteers who give up their time to support football in Wales and explores the very best stories in Welsh football culture.

FCC averages more than 60,000 views on Facebook alone with the best-performing programmes topping 100,000 views. It has become the key method of delivery for new campaigns, messages, and projects at the FAW. FCC delivers upon the strategic aims of the FAW through personality-led story-driven content designed for Wales fans.