June 11, 2026
June 11, 2026
The FA Brings England Fans Closer to the Action on Snapchat
New AR experiences and Camera Kit integrations give supporters new ways to celebrate the England national teams
The Football Association (The FA) is bringing England supporters closer to this summer’s World Cup matches through immersive augmented reality experiences built for fans across Snapchat and the official England app.
As excitement builds around the international tournament, Snap and The FA have collaborated on a series of custom AR Lenses featuring official England team branding, supporter experiences, and interactive content designed to celebrate fans and elevate matchday engagement.
The new experiences are available on Snapchat via The FA’s official account and are also integrated directly into the newly launched England app through Snap Camera Kit technology, bringing Snapchat’s AR capabilities directly into The FA’s owned digital ecosystem.
The collaboration includes several bespoke experiences for supporters, including:
Show Your Colours Lens featuring the England home and away kits, supporter face paint, and official Three Lions branding
Roar-O-Meter Lens, an interactive experience triggered by fans shouting and cheering, transforming supporters into ultimate England superfans
FaceTime Call Lens featuring England manager Thomas Tuchel and players including Marc Guehi appearing to call fans directly through the Lens experience
Additional experiences are also in development to celebrate national team fandom throughout the tournament cycle.
The collaboration reflects Snap’s continued investment in sport, fan engagement, and bringing augmented reality experiences to some of the world’s biggest cultural moments. Through Camera Kit integration, The FA is also extending these experiences beyond Snapchat into its own official app environment, giving fans new ways to interact with England football wherever they are.
To explore the experiences, fans can visit The FA’s official Snapchat profile or download the England app.
Link to FA Snapchat account: https://www.snapchat.com/@englandteam