Onlinefire to help Radio 5

The station wants to target sports fans aged 20 to 40 years old.

It has created a free news feed with video and radio content that football lovers can customise so they only hear about their preferred clubs. The plan is to appeal to people who are interested in sports but would not necessarily listen to the radio.

Onlinefire, part of consumer agency Eulogy, will target more than 700 football websites, blogs and forums in the hope of driving listeners to the station.

The agency has been hired on a project basis. It said there could be a possibility of extending the widget to other areas if the initiative works well.