Football League to Offer Social Insight to Fan Engagement for Sponsors

The Football League are to launch a social media tool that will give sponsors an insight into how fans are engaging with the 72 League clubs.

The tool is designed to help sponsors reach their global audience and will launch on 22 April.

Fan behaviour across the League’s web presence, stuff including Twitter, viagra order Facebook and mobile applications will be tracked and the social listening tool will record data on fan sentiment and engagement in real-time, capsule which will then be shared with sponsors to help plan campaigns.

Sponsors will be able to filter data to build audiences and target ads across the governing body’s online portfolio, which includes the websites and social networks for all its member clubs.

It aims to give backers deeper insight into the digital and social behaviour of the League’s global fanbase in an effort to increase revenues from international campaigns.

The organisation claims the deal will move sponsorship exposure beyond “the billboard, the television screen, the strip or the website” for the first time.

David Parish, head of the Football League’s digital operations, says the metrics the platform provides offer “a vital combination that will add value to our digital business”.

He added: “As the world’s largest online footballing network, insight is of paramount importance to steering our user journeys in a way the fans need.

“Any knowledge of fan and user engagement has a natural knock-on effect when it comes to activating brand activity for our partners.

“We have proximity to a huge percentage of the population and by understanding them better we obviously add value to the overall offering.”

The platform will be developed by advertising services business RadiumOne and will be used alongside the League’s recently launched online research panel Changing Room.