Magazine article Marketing

FA Aims to Build on England Link

Magazine article Marketing

FA Aims to Build on England Link

Article excerpt

The Football Association will attempt to rally the English public behind Sven-Goran Eriksson's World Cup squad with the launch of a marketing campaign aimed at building on the link between the FA and Team England.

The FA is to run a massive viral marketing push in conjunction with Team England's official sponsor, Nationwide. The initiative, which kicks off next week, will promote the April relaunch of the FA's web site and aims to get the public feeling involved in the World Cup by registering their details with the FA.

The names of fans will then appear on what the FA expects to be the world's biggest fans' flag. The flag will be presented to England captain David Beckham before the team's final warm-up game against Cameroon in Japan in May.

The 21,000 members of the England fan club will be e-mailed to encourage them to register, and the FA hopes that celebrity endorsement and blanket media coverage will enable it to get more than one million names on the flag by the end of April. …

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