FA aims to build on England link

The Football Association will attempt to rally the English public behind Sven-Goran Eriksson's World Cup squad with the launch of a marketing campaign aimed at building on the link between the FA and Team England.

The FA is to run a massive viral marketing push in conjunction with Team England's official sponsor, Nationwide. The initiative, which kicks off next week, will promote the April relaunch of the FA's web site and aims to get the public feeling involved in the World Cup by registering their details with the FA.

The names of fans will then appear on what the FA expects to be the world's biggest fans' flag. The flag will be presented to England captain David Beckham before the team's final warm-up game against Cameroon in Japan in May.

The 21,000 members of the England fan club will be e-mailed to encourage them to register, and the FA hopes that celebrity endorsement and blanket media coverage will enable it to get more than one million names on the flag by the end of April.

Banner advertising and a tour of the country will also support the initiative, which has been created by EHS Brann and World's End.

"The World Cup itself needs no promotion. What we are trying to do is build the association between the FA and Team England and raise awareness of our plans for the relaunch of TheFA.com web site,

said FA marketing communications manager Nick Barron.

The FA is also planning to appoint an ad agency to handle an above-the-line campaign that will recognise the role that sponsors have played in the national game during the past four years.

Coca-Cola and Sainsbury's are among the Football Associates programme's members, which is to be replaced by a structure called FA Partners. Umbro was announced last week as the FA's kit manufacturer until 2010.

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