Nationwide, the country's largest mutual building society, has hired Band and Brown to work on its football sponsorship portfolio.
Band and Brown has a brief to raise the profile of the building society's backing for the English and Welsh football teams, the Football League and its lesser financial involvement in the Scottish national team.
It is the first time Nationwide has used PR agency support for sponsorship contracts, despite its history of sponsoring sporting events and teams and its signing of a four-year deal with the Football League last year.
The account will be run by a four-strong team headed by group account director Rowan Andrews. He reports to Nationwide sponsorship head Peter Gandolfi, and the society's external affairs director, Tom Harvey.
'We intend to take Nationwide's sponsorship beyond the sports pages and into the broader consumer media, to champion the brand and to highlight its full financial services range,' Andrews said.
In his time at Band and Brown, Andrews has seen the agency work on football sponsorship for another financial services company, AXA. He said he hoped to emulate the work he had done for AXA, including conducting surveys of house prices near football grounds as a news hook for the personal finance pages.
Band and Brown is the second PR agency Nationwide has hired in as many months. It appointed LLM Communications last month (PR Week, 4 August) to improve its communication to political audiences.