Sportinglife.com, Europe’s most popular sports web site, has
appointed Firefly Communications as its UK PR agency on fees in excess
of pounds 100,000.
Firefly is the site’s first PR agency since its launch in 1997. The
account was awarded after a two-tier pitching process. Firefly finally
beat Manchester-based Communique PR in the second run.
According to Firefly director Annabel Abbs, who heads an account team of
five, the work will include altering the common view that its content is
similar to the now defunct Sporting Life paper, which had a narrow
racing focus. The work also includes betting internet site Totalbet.com
- a joint venture with The Tote.
A joint venture between the Press Association and the Mirror Group,
Sportinglife.com has 370,000 users, generating 16.2 million page
impressions per month.