The FA Confirms Tech Deal With Radiumone
The Football Association has announced a partnership with RadiumOne to improve how it engages with its customers digitally.
RadiumOne’s technology works by processing the data amassed from interactions across The FA’s digital channels. The FA’s active audience includes over 18 million visitors to FA websites, more than 760,000 Twitter followers and over 2.8 million England fans on Facebook. The technology then segments the active audience to provide an understanding of what content is driving engagement and interaction on a global level.
The partnership aims to provide The FA with an insight into its audience and enable it to deliver relevant partner branded content across the web.
Rob Ray, group director of Digital at The FA, said: ‘Conversations are occurring across multiple channels and to ensure our content stays relevant to fans we must evolve how we communicate online. This partnership ensures we’ve created a platform that lets us understand and target our digital audience, meaning we enhance the relevance of our content that maximises fan engagement and as a result increases The FA partners’ exposure.’
Abeed Janmohamed, commercial director Europe, RadiumOne added: ‘The creation of The FA’s digital activations ensures year round targeted activity for its partners. Using our technology, The FA can offer its commercial partners digital activation on a global scale, providing new value to both parties.’
