The FA is keen to use advertising to recognise the efforts that companies such as Nationwide, Carlsberg and One 2 One have made to improve English football at all levels, from elite to the grass-roots.
The campaign, worth under £1m, will launch in the build-up to the World Cup and complement a viral marketing initiative the FA is planning to get fans involved in England's bid for success in Japan and Korea.
M&C's appointment was made by FA head of marketing communications Hazel Ruscoe after talks with a handful of agencies. The ads will consist of a series of press executions underlining the importance of sponsors to the FA's work.
Yesterday, the FA announced a £30m deal with Nationwide, which will see the company continuing its relationship with the governing body until the 2006 World Cup. Under the deal, Nationwide will also have exclusive access to the women's game as the title sponsor of the women's FA Cup and Football League.
It comes on the back of a £130m eight-year deal with Umbro unveiled last week. Further deals, including £30m partnerships with T-Mobile, Carlsberg and Coca-Cola, are likely to be announced shortly.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
