The FA has announced that its campaign for this season’s FA Cup will use a group of musicians, designers, gamers and fashionistas to target a new generation of fans.

As Premier League teams join the tournament at the third round, which kicks off today (5 January), the FA revealed ‘#CupCollective’, which will give a group of ‘creatives’ behind-the-scenes access to create and share content.

The Collective includes presenters Poet and David ‘Vuj’ Vujanic, who this weekend will bring together their network of creators via a WhatsApp group of influencers.

The concept is designed to create ‘fan-first content’ expressing what The FA Cup means to the artists and fans over the course of the tournament, which runs until May.

YouTube entrepreneur Vuj said: “As a Liverpool fan, I fondly remember Alonso’s goal from the halfway against Luton and that special Gerrard performance in the 2006 final, which is one of the cup’s greatest moments.

“Then there’s the romantic underdog narrative that shines a light on places and clubs that haven’t been in the spotlight before.

“It really is a unique competition that brings together every aspect of the footballing world.”

Poet added: “The Emirates FA Cup is a competition that, as an Arsenal fan, I very much love.

“Being asked to work with this competition is really exciting. Marry that with the fact I’m working with my best friend Vuj and it’s a really exciting opportunity to merge our lifestyle with football and create some really cool content.”