Academic journal article International Journal of Sports Marketing & Sponsorship

'One Stop Shop' with Launch of New European and Domestic Football Website. (Company Round-Up)

Academic journal article International Journal of Sports Marketing & Sponsorship

'One Stop Shop' with Launch of New European and Domestic Football Website. (Company Round-Up)

Article excerpt

Onefootball.com was launched in April and is the brainchild of two prominent journalists and is set to radically change the way in which football fans consume their information via the Internet.

Richard Ellis, Chief Executive of Digital Sport (the company behind the launch) and James Allen, Editorial Director, are the pioneers behind the venture.

Richard is the ex-managing editor of the Sunday Times, executive editor of the Express and deputy of editor of the Sporting Life. James Allen held senior positions on the sports desks of the Sporting Life, The Times and has also worked for the Independent and the Independent on Sunday.

The launch was supported by a u1m poster, national press, magazine and an online campaign which began in May and was scheduled to last for three months and then to be followed by a sustained campaign. Marketing Communications agency, Billington Cartmell (BCL) is co-ordinating all advertising, PR, on-line marketing and sales promotion activity. As part of their umbrella marketing role BCL recruited specialists in the areas of public relations (Golin/Harris International), media buying (AMS) and online sales and sponsorship (Real Media) to help successfully launch and maintain a presence for onefootball.com.

A football celebrity party for onefootball.com was planned for 19th April to coincide with Manchester United's quarter final Champions League clash against Real Madrid. The launch day was marked with an announcement of the findings of football's first ever pan-European fan survey. The survey, which was commissioned by onefootball.com and conducted by NOP was designed to show the differences between football consumption across the Continent.

The onefootball.com proposition is clear: to become the definitive football web-site - a news service, fact file, ticket and travel office and betting shop for both domestic and European football fans. …

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