Mitre has today unveiled the official match ball for the 2026-27 Emirates FA Cup campaign, celebrating the unique journeys, unforgettable stories and moments of magic that make the world's most historic domestic cup competition so special.
To mark the release of the Mitre Ultimax Pro and celebrate their partnership with both the Emirates FA Cup and Women’s FA Cup, the iconic British football brand is also launching 'What Do You Call It?'
'What Do You Call It?' is a new series hosted by Tom Garratt and Olivia Buzaglo, and featuring ScouseGK, celebrating the classic playground game known across the country as Wembley Doubles, Knockouts, FA Cup Doubles and many other names. The contest will see teams of two compete to be crowned as the nation’s top pairing in the men’s and women’s game.
The name might change from town to town, but the magic remains the same. Teams of two, one goal, and the dream of scoring the winner.
The players in this season’s FA Cup competitions and those who feature in the series will have the opportunity to play with the Ultimax Pro. The new match ball combines more than 30 years of Mitre Ultimax innovation with cutting-edge performance technology, engineered for the demands of elite football.
Alex Roberts, head of brand at Mitre, said: “The Emirates FA Cup is an incredibly special competition for the entire football pyramid, and we wanted to create an official match ball that celebrates the remarkable stories it creates. We’re proud to unveil the 2026-27 ball, combining striking design with elite performance technology in a way only Mitre can.
“We also wanted to celebrate the competition’s unique connection across every level of the game. That’s why we’re launching 'What Do You Call It?', inviting people to recreate their own FA Cup Final. Whether you call it FA Cup Doubles, Wembley, Knockouts or something else entirely, it captures everything the competition stands for: anyone can have their moment.”
To enter 'What Do You Call It?', prospective teammates simply need to submit a video of no longer than 30 seconds, explaining what they call the game in their region, alongside their favourite FA Cup memory. Entries can be submitted here.
