Radio 5 Live has created a free news feed with video and radio content. Football lovers can customise the application so that they only hear about the clubs they support. The idea behind the initiative is to reach out to people who are interested in sport but would not necessarily listen to the radio.
Onlinefire, part of the Eulogy! group, is preparing to target over 700 football fan websites, blogs and forums in the hope of driving listeners to the station.
The account, worth between £15-25,000, is currently on a project basis, but onlinefire said there could be a possibility of applying the technology in other areas if it works well.
