FA to hire agency for grassroots work

The Football Association is seeking to boost media coverage of its grassroots activities and less-glamourous tournaments, such as The FA Vase, by hiring an agency with ‘strong regional media contacts’.

SFX Sports Group has promoted The FA Vase, FA Trophy and FA Sunday Cup competitions for the past five years.

A 'revised' brief also includes events or projects needing 'strong regional support', such as women's games and 'futsal' events.

FA head of PR Ruth Wicks said: 'It's about PRing the competitions locally – finding news hooks about players such as Wayne Rooney's cousin taking part.' Wicks added that she will shortlist for a pitch within 'months' and 'would like to work with SFX in the future'.

The FA has used agency Ptarmigan to handle women's football projects in the past.

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