Magazine article Marketing

DIRECT: FA Creates DM Database of Two Million Footie Fans

Magazine article Marketing

DIRECT: FA Creates DM Database of Two Million Footie Fans

Article excerpt

Carlsberg, Nationwide, Umbro and McDonald's will soon have access to a major direct marketing tool with the Football Association's launch of a two million-strong consumer database.

The FA is developing a project known internally as WONFAS (Web-Oriented National Football Association Systems), which will collate all county FA databases from around the country.

It will be supplemented by the Englandfans database and that of the FA Football Workforce.

The FA will use the resource as a vehicle for promoting initiatives such as coaching schemes, and will also make it available to members of its FA Partners commercial programme for selected DM activities.

The database will be of particular interest to Carlsberg, which last week signed up as the FA's pounds 30m men's football partner until 2006. The beer company is poised to make a significant investment in relationship marketing following successful SMS campaigns targeted at its core adult male audience. …

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