The deal is the first long-term partnership between and a UK public body. Facebook's ‘Sport Hub' will target the 20 million people who use Facebook in the UK, enabling sports bodies to organise and market grassroots sports events.
Facebook is to provide an in-kind investment of £5 million a year until March 2013, which will cover the development of the ‘Sport Hub', as well as pound-for-pound matched advertising spend on Facebook for brands and sports bodies to use Facebook ads to encourage people to play more sport.
Students and young people who use Facebook will be the first to benefit - starting at this year's university freshers' week. Sport England is piloting the scheme through British Universities & Colleges Sport and six sports. The pilot has an ambitious target to get 12,000 students participating in sport in just four months.
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