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The FA partners with RadiumOne to reach new digital audiences

Ahead of the World Cup this summer, The FA has partnered with advertising technology partners, RadiumOne to improve how it engages with fans and customers across its digital assets from Facebook to Twitter.

From now on The FA will be able to provide their commercial partners with insight to help them run better targeted and more informed campaigns. Fans will then be served content that interests them, at a time that suits them and on a device that works best for them.

Put simply this will ensure that The FA can strengthen its own fan engagement, in this crucial year and it will help deliver an incredibly targeted audience to its commercial partners.

The FA partners with RadiumOne to reach new digital audiences

New platform provides The FA’s commercial partners with targeted digital activation campaigns

LONDON, UNITED KINGDOM – 11th February, 2014The Football Association has announced a partnership with RadiumOne to improve how it engages with its customers digitally and provide additional value to their commercial partners.

RadiumOne’s technology works by processing the huge amounts of data amassed from interactions across The FA’s digital channels. The FA’s active audience includes over 18 million visitors to FA websites, more than 760,000 highly engaged Twitter followers and over 2.8 million England fans on Facebook. The technology then segments the active audience to provide insight and understanding of what content is driving engagement and interaction on a global level.

This will provide The FA with real-time understanding of its audience enabling it to deliver relevant partner branded content across the web, strengthening its own fan engagement and attracting an incredibly targeted audience for its commercial partners.

The FA has specifically partnered with RadiumOne to create digital content activations, which will bring targeted access to an amplified audience of 18 million engaged football fans globally, in real-time across the web and mobile, driving significant value by extending the reach and association for its partners.

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, RadiumOne 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.”

The FA uses RadiumOne’s software tools across its entire digital, mobile and social media presence, giving it immediate access to browsing and social data. With RadiumOne’s ShareGraphTM function, the accumulated data can be used to amplify the audience and determine purchase intent.

*RadiumOne’s Po.st Platform includes Po.st, the social sharing widget, and Po.st URL, the customisable link shortener