The FA

Matchday programmes you'll keep for life

Woman reading England programme

Background

Client: The FA (Football Association)

Working together since: 2004

The requirement: Matchday programmes and new digital platforms that make football more accessible ‘For All’, engaging with every fan and player, and creating incremental revenue streams to ensure the FA’s future.

Insight

Research into the habits of programme buyers revealed the importance of the programme as a ‘souvenir’, or the collectability factor. So planning content that makes every programme a unique keepsake, with unrivalled access to the England football teams, is key to our approach. We also know that adding value to the programme encourages people to purchase. Competition wallcharts, Panini stickers, posters, flags etc are all popular with supporters – especially those attending with children – and have therefore become cost-effective ways to increase sales.  

Owned media

Over the course of our relationship with The FA, in addition to matchday programmes we have launched a continual stream of new publications and initiatives. These include an annual yearbook and quarterly fan magazine for the previous englandfans membership scheme, plus grassroots pull-outs and children’s supplements for younger supporters. We have also overseen a successful rebrand every international competition cycle.

Results

Since the last contract renewal in 2014 we have been responsible for 36 major event programmes and 52 development programmes across 117 matches at 52 stadiums. Their cumulative effect has been to deliver more than £2m revenue back to The FA.