The Paratus network, based in London but claiming more than 65 ‘media relations experts' in the regions, is to be used on a project basis to ‘boost and co-ordinate' coverage around regional FA events.
This includes The FA Vase and early rounds of the FA Cup. Paratus will also use its regional network to undertake local activity for international matches involving England's youth and women's teams. An example would be promotion of the mascots that accompany teams onto the pitch.
Paratus - founded three years ago by former Hill & Knowlton staffers John Rivett and Dominic Shales - will report to FA head of PR Ruth Wicks, who co-ordinated the appointment (PRWeek, 12 May).
SFX Sports Group had promoted The FA Vase, Trophy and Sunday Cup for the past five years. It will continue to work with the FA on unspecified projects.