The Bolton win marks the first project for Golley Slater's newly launched Sports Specialist Team, following managing director Tim Orrell's arrival to head up the Leeds office.
Orrell was previously managing director of sports agency Beyond 1, which counted Everton Football Club as one of its clients.
Football clubs are no strangers to CRM, with big clubs such as Manchester United and Chelsea, along with smaller sides like Norwich City and Ipswich Town, all using it effectively to retain their fans' loyalty.
Golley Slater's brief for Bolton Wanderers includes promoting ticket sales and merchandise, with the first work to be unveiled in the spring.
The agency will be conducting research and workshops with fans and club officials to drive innovation and to find out fans' opinions on a variety of commercial products.
Orrell said: "Golley Slater will work with Bolton Wanderers strategically to assist with innovation and creative thinking from strategy to delivery."
Mike Needham, marketing manager at Bolton Wanderers, said: "Bolton Wanderers has appointed Golley Slater to develop several interesting propositions.
"We will be working with them on these ideas and bringing the fans something new. Bolton Wanderer's commercial and marketing teams will be working with Golley Slater to develop and deliver these initiatives, with the first being unveiled in the spring."
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