Football Association of Wales

What Football Association of Wales does

The Football Association of Wales (FAW), founded in 1876 and operating as The Football Association of Wales Limited (company number 00213349), is the national governing body for football in Wales and a member of FIFA and UEFA. It is headquartered at The Vale Resort in Hensol, Vale of Glamorgan, and operates additional matchday infrastructure at Cardiff City Stadium, The Racecourse Ground in Wrexham, and Parc y Scarlets in Llanelli. FAW governs men's, women's, and youth national teams, three domestic league tiers (Novira Cymru Premier, Cymru North, Cymru South), the Adran women's leagues, the Carling Welsh Cup, and a broader grassroots pyramid serving 120,000 registered players including 20,000 women and girls.

FAW's product portfolio is anchored by three core technology platforms: COMET, the proprietary registration and administration system used for player, coach, referee, and club-official management; the Cymru Football App, a mobile application with COMET integration and 2FA-secured login launching an ad-free premium tier in March 2025; and Cymru Football TV, a subscription streaming platform launched in July 2026 with Two Circles that streams all Novira Cymru Premier fixtures (up from 34 per season previously), age-group internationals, and FAW documentaries. Supporting sub-brands include RedWall+ (free streaming), Coach Cymru and Dosbarth (coach/referee education), Clwb Cymru (club support), PAWB Everyone (inclusion), and the FAW Centre for Football Research.

Revenue is generated through five streams: Cymru Football TV subscriptions (£99.99 season / £12.99 monthly / £8.99 per match), commercial partnerships (EE as lead partner, Novira as title sponsor, Macron as kit supplier, plus Admiral, McDonald's, JD Sports, Chase, and Carling), broadcast rights (BBC and S4C), matchday ticket sales, and coach education courses. Go-to-market is primarily direct-to-consumer via the FAW website, app, and streaming platform, complemented by B2B sponsorship and broadcast distribution. No parent company or external equity backing is in place; FAW is member-owned.

Name

Football Association of Wales

Legal name

The Football Association of Wales Limited

Website

https://faw.cymru

Company type

Private

Founded year

1876

Operating status

Operating

Short description

The Football Association of Wales (founded 1876) is the national governing body for football in Wales and a FIFA/UEFA member, regulating men's, women's, and youth national teams, three domestic league tiers, and a grassroots pyramid serving 120,000 registered players. Its core technology stack includes the COMET registration platform, the Cymru Football App, and the subscription streaming service Cymru Football TV.

Ownership category

akta.pro rank

Product category

National Sports Federation Services

NAICS

Sports Teams and Clubs (711211), Television Broadcasting Stations (516120), Radio Broadcasting Stations (516110)

SIC

Services-Membership Sports & Recreation Clubs (7997), Television Broadcasting Stations (4833), Radio Broadcasting Stations (4832)

akta.pro primary industry

National Governing Bodies (NGBs) (MPAKAFAC)

akta.pro secondary industries

Association Football (Soccer) Leagues (MPAKAAAA), Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD), National Sports Broadcast Networks (MPABAAAC), Team & Club Coaching (seasonal team coaching) (HSADAEAF)

Keywords

• National football federation
• Football governance services
• Domestic league management
• Coach education programs
• Football streaming platform

Headquarters

HQ city

Wales

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Cymru Football TV Subscriptions: Season passes at £99.99, monthly passes at £12.99, and per-match purchases at £8.99. Revenue from supporter subscriptions with redistribution model benefiting clubs.
2. Sponsorship & Commercial Partnerships: Partnerships with lead partner EE, title sponsor Novira Technologies, kit supplier Macron, and multiple commercial partners including Admiral, McDonald's, JD Sports, and others.
3. Broadcast Rights: Television and streaming broadcast deals including BBC extending Cymru Men's match rights with UEFA, S4C broadcasting U19 EURO matches.
4. Matchday Revenue: Ticket sales for national team fixtures at Cardiff City Stadium and other venues.
5. Coach Education & Courses: Revenue from UEFA coaching licence courses and revalidation, including National Coaches Conference with guest speakers like Jurgen Klopp and Mikel Arteta.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

The Football Association of Wales is the national governing body for football in Wales, regulating the sport, managing national teams (men's, women's, and youth), and operating the domestic league pyramid including the Novira Cymru Premier, Cymru North, Cymru South, and Adran Leagues for women's football. It delivers digital fan-facing services through the Cymru Football TV subscription streaming platform and the Cymru Football App, while providing coach and referee education programs via Coach Cymru and FAW Dosbarth. It also funds grassroots football development and facility improvements through the Cymru Football Foundation.

Product overview

The Football Association of Wales operates a portfolio of digital platforms and footballing products. The core offerings include Cymru Football TV (subscription streaming service launched July 2026 for all Novira Cymru Premier matches), the Cymru Football App (mobile application integrated with COMET for participant management), and COMET itself (football management platform for registrations and administration). Supporting products include Coach Cymru (coach education), FAW Dosbarth (eLearning platform), RedWall+ (free streaming), and Match Centre (live results). The association also governs football competitions including the Novira Cymru Premier, Adran Leagues (women's football), and various cup competitions.

Differentiator

Problem solved

Functional benefit

Brands

• RedWall+: Free streaming service for Welsh football content
• Cymru Football TV
• Cymru Football Foundation
• Coach Cymru
• PAWB Everyone
• Project Chwarae
• Huddle
• BE Football
• FAW Centre for Football Research
• Dosbarth
• Clwb Cymru
• The Red Wall

Products and services

• Cymru Football TV
• Cymru Football App
• National Team Match Tickets
• Coach Education and UEFA Licensing Courses
• Referee Education and Training

Quantifiable outcome

• 120,000 registered players milestone achieved
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and major.

• Two CirclescoreTechnology or Integration · 2 July 2026Technology partner supporting Cymru Football TV streaming platform development and operation. FAW credits Two Circles for support throughout the streaming service launch process.
• Novira TechnologiescoreGTM or Marketing Partner · 30 June 2026Official Cymru Leagues Title Partner. Naming rights sponsor for Novira Cymru Premier, Novira Cymru North, and Novira Cymru South leagues.
• BBCcoreGTM or Marketing Partner · 24 June 2026BBC has extended Cymru Men's broadcast rights with UEFA, ensuring national team matches remain available on BBC platforms.
• AdmiralcoreGTM or Marketing Partner · 27 October 2025Extended partnership supporting women's and girls' football growth. Admiral Ready to Play fund provides grants to clubs. Partnership aims to grow the girls' game across Wales.
• EEcoreGTM or Marketing PartnerEE is FAW's lead partner, visible across FAW platforms and matchday experiences. Partnership includes VIP Cymru Matchday Experience competitions and strong brand presence throughout Welsh football.
• S4CmajorGTM or Marketing PartnerWelsh language broadcaster S4C provides live coverage of Cymru matches including UEFA U19 EURO fixtures in north Wales.
• MacroncoreGTM or Marketing PartnerKit supplier for Cymru Leagues, providing technical apparel and equipment across Welsh domestic football competitions.
• McDonald'smajorGTM or Marketing PartnerMcDonald's Fun Football programme partnership providing grassroots football access and community engagement initiatives.
• ChasemajorGTM or Marketing PartnerChase UK partnership including free access to FAW courses, supporting coach education and football development.
• UEFAcoreStrategic or Co-development PartnerFAW is a member of UEFA and FIFA. Co-hosting UEFA EURO 2028 with UK & Ireland. Hosting UEFA U19 EURO 2026 finals in north Wales.
• FIFAcoreStrategic or Co-development PartnerFAW is a member of FIFA, governing world football. Wales competing in FIFA World Cup qualifiers and Women's World Cup qualifiers.
• National LotterymajorGTM or Marketing PartnerNational Lottery funding support for Welsh sport including football development initiatives.
• Sports WalesmajorGTM or Marketing PartnerSports Wales partnership supporting football development across Wales.
• JD SportsmajorGTM or Marketing PartnerCommercial partner visible across FAW platforms and competitions.
• CarlingmajorGTM or Marketing PartnerCarling Welsh Cup sponsor - major domestic cup competition naming partner.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• New Zealand Football: New Zealand Football is a small OFC/AFC member federation with national teams, domestic leagues, and grassroots participation programmes of broadly similar scope and ambition to the FAW.
• Scottish Football Association: The Scottish FA is the most directly comparable UK home nation football federation governing association football in Scotland, operating national teams, domestic leagues, broadcasting deals, and grassroots development with similar governance, sponsor structure, and UEFA/FIFA membership.
• Football Association of Ireland: The FAI governs association football in the Republic of Ireland with similar small-market dynamics, UEFA membership, national team management, League of Ireland operations, and grassroots participation focus comparable to the FAW's footprint in Wales.
• Irish Football Association: The IFA governs football in Northern Ireland and is one of the four UK home nation FAs alongside the FAW, with comparable small federation scale, UEFA co-membership, national team duties, and domestic league operating model.
• Football Australia: Football Australia is a similarly sized English-speaking national federation governing association football, A-League, Socceroos and Matildas, with parallel broadcasting, streaming (10 Football), grassroots, and women's football development priorities comparable to FAW.

Broad incumbents

• The Football Association (England): The FA is the UK home nation's largest football governing body, operating the same federation functions (national teams, leagues, broadcasting, coach education, grassroots, Wembley Stadium matchday revenue) but at materially greater scale than FAW.
• UEFA: UEFA is the European football confederation that FAW is a member of, operating as the overarching governing/competition body whose commercial rights, broadcast frameworks, and tournament calendar directly shape FAW's revenue model and co-hosting rights for EURO 2028.
• DAZN: DAZN is a global sports subscription OTT streaming platform whose direct-to-consumer monetization model for lower-tier football rights (e.g., third-tier European leagues, national federation content) most directly informs Cymru Football TV's go-to-market and revenue economics.

Emerging players

• Knattspyrnusamband Íslands (Football Association of Iceland): The Icelandic FA is a small UEFA member federation notable for out-sized national team performance and digital-first fan engagement, making it a directly comparable operator in tier to FAW despite a smaller home market and no equivalent to Cymru Football TV yet.

Others

• BBC Sport: BBC Sport is the FAW's national team broadcast partner and the principal free-to-air alternative to Cymru Football TV, making it both a distribution channel for select content and a competitive pressure point for subscription uptake.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/football-association-of-wales

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Football Association of Wales