The Football Association (FA) has agreed a partnership with ad tech company RadiumOne in an effort to gain more insight and understanding from its digital relationships with customer.
The football governing body hopes the deal will improve the way it interacts with fans digitally and provide commercial partners with more valuable information. The FA currently has 760,000 followers on Twitter and 2.8 million England fans on Facebook.
Rob Ray, group director of digital at the FA, said: “Conversations are occurring across multiple channels and to ensure our content stays relevant to fans we must evolve how we communicate online.
“This partnership ensures we’ve created a platform that lets us understand and target our digital audience, meaning we enhance the relevance of our content that maximises fan engagement and as a result increases the FA partners’ exposure.”
Abeed Janmohamed, commercial director Europe, Radium One, added: “The creation of the FA’s digital activations ensures year round targeted activity for its partners. Using our technology, the FA can offer its commercial partners digital activation on a global scale, providing new value to both parties.”
By using RadiumOne’s software tools across its entire digital, mobile and social media present, the FA will have immediate access to browsing and social insights.