Football League Championship signs up FWMpr

The Football League has hired FWMpr to boost the image of the Championship. A forthcoming PR campaign moots ‘branded’ ballboys and individual clubs’ directors being handed media tips to ensure ‘consistency of messages’.

The hire of FWMpr – a division of sports website publisher Fast Web Media – is a core element of the League’s ambition, revealed in PRWeek last month (PRWeek, 3 December 2004), to attract more fans and sponsors to games in the English game’s second tier.

The League wants to sign up ‘potentially five’ well-known brands to advertise at all 24 grounds in the division, Championship director Stewart Regan told PRWeek.

Commercial directors, and sales and marketing executives from the clubs met in Nottingham this Tuesday to discuss the plan.

FWMpr is to develop a ‘communication briefing pack’ containing ‘key soundbites, messages and consistent logos’ to enable chairmen and marketing directors of the Championship’s 24 clubs to ‘all sing from the same hymn sheet’, said Regan. Other initiatives are likely to include Champions League-style pre-kick-off music.

Regan also wants any Championship games screened on live TV to host the rotational advertising hoardings typical of games in football’s loftier echelons.

FWMpr is one of two divisions of Fast Web Media, whose CEO is former Bass Brewers director of sponsorship Mike Flynn.

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