Magazine article Marketing

FA to Seek DM Agency for England Members

Magazine article Marketing

FA to Seek DM Agency for England Members

Article excerpt

The Football Association is talking to direct marketing agencies about its England Members' Club business, as it looks to offer fans new services and build the Team England brand.

The FA's move, spear-headed by marketing director Paul Barber, will mark the first time it has used an agency specifically to promote the Members' Club, which offers guaranteed tickets to England's home games and priority on overseas matches.

It is seeking an agency for guidance on how to package the benefits of the club and market it to existing and potential members.

Barber has drawn up a shortlist of agencies and is expected to begin hearing their ideas before the end of the year. He said a decision had not yet been made as to whether it would result in an incumbent using traditional DM to promote the club.

"Essentially, we want to capitalise on the massive interest in the England team, and offer a series of benefits to members," he said.

The benefits on offer could include discounts on merchandise and loyalty points being awarded for attendance at certain matches. …

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