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FFA looks to enhance fan engagement with new digital strategy partnership

FFA looks to enhance fan engagement with new digital strategy partnership
May 11, 2018

In a bid to reengage with audiences who turned away from the A-League in its 2017/18 season and attract new fans, Football Federation Australia (FFA) and Dentsu Aegis Network’s sports and lifestyle marketing agency MKTG has launched a new digital marketing and communications initiative ‘FFA Media Powered by MKTG’.

The five year partnership will see MKTG commercialise the FFA Digital Network and will lead the commercial strategy and operations for the network to drive growth for the benefit of fans, participants, and the Federation’s clubs and commercial partners.

As part of the FFA Media Powered by MKTG deal, MKTG will provide FFA with a complete and end-to-end digital marketing solution and will include new websites, streaming services and the development of the 'My Football Live' app to be produced with Telstra

This will see the two partners immediately begin collaborating on the development of the My Football Live App which will launch in June 2018, and will allow all Telstra customers to watch the A-League, W-League, FFA Cup and FFA controlled National Team games live and data-free. Non-Telstra customers can purchase a $99.99 annual Live Pass, $16.99 monthly Live Pass, $4.99 weekly Live Pass.

Speaking of the new partnership Luke Bould, Head of Commercial, Digital & Marketing, explained “FFA is delighted to partner with MKTG uniting their local experience and the power of their track record of innovation around the globe, to football’s new digital network.

“Together, along with the Hyundai A-League and Westfield W-League clubs and Member Associations, we will be able to deliver great experiences to our fans, participants and our commercial partners.”

MKTG National Managing Director, Matt Connell added "this new partnership with FFA is a significant development for MKTG. Complementing our long term position in stadium rights management, FFA Media Powered by MKTG will extend our offer to include digital media rights and all the elements within.”

“FFA and MKTG have a shared vision to help unlock the potential of what the FFA digital network can deliver for its partners and other brands that want to build an association with football, from grassroots to the elite. We believe that FFA Media Powered by MKTG will be the key to this.”

The partnership builds on MKTG and FFA’s existing relationship of nearly four years, where MKTG manages stadium signage for FFA controlled matches.

The deal between is a result of a sub-license agreement between Telstra and Fox Sports, and does not include the 2018 FIFA World Cup, which is licensed to rival Optus Sport.

Image: Preparing for the 2018 A-League Finals Series at Allianz Stadium. Courtesy of Damian Briggs Photography.

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30th March 2018 - CLUBS UNHAPPY AT LACK OF FFA CONSULTATION OVER A-LEAGUE EXPANSION PLANS

29th March 2018 - FFA MOVES TO ADD TWO NEW CLUBS TO A-LEAGUE COMPETITION 

7th March 2018 - EUROPEAN INVESTORS BUY A-LEAGUE’S ADELAIDE UNITED 

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19th February 2018 - FFA LOOKS FOR A-LEAGUE EXPANSION IN 2019/20 SEASON

6th February 2018 - FEDERAL GOVERNMENT PROVIDES $4 MILLION FOR FFA’S WOMENS WORLD CUP BID

1st February 2018 - FFA LAUNCHES NEW ESPORT LEAGUE

21st January 2018 - REVELATIONS FROM FORMER FFA EXECUTIVE SET TO REOPEN 2018 AND 2022 FIFA WORLD CUP HOSTING CONTROVERSY

7th December 2017 - FFA BOARD AVOIDS DISMISSAL AS FIFA AGREES TO LEAD STAKEHOLDER NEGOTIATIONS

30th November 2017 - REFORM MODEL REJECTED AT FFA CONGRESS: POTENTIAL THAT FIFA WILL ADMINISTER FOOTBALL IN AUSTRALIA 

17th November 2017 - NEW AUSPLAY FIGURES SHOW FOOTBALL LEADS SPORT PARTICIPATION RATES IN AUSTRALIA 

27th October 2017 - ASSOCIATION OF AUSTRALIAN FOOTBALL CLUBS REVEALS PLANS FOR NATIONAL SECOND DIVISION COMPETITION 

31st August 2017 - FOOTBALL FEDERATION AUSTRALIA RECOGNISED FOR EXCELLENCE IN CRISIS COMMUNICATIONS 

10th August 2017 - FIFA EXECUTIVES LEAVE AUSTRALIA WITHOUT NO GOVERNANCE DEAL

28th July 2017 - A-LEAGUE CLUBS CALL ON FFA TO OPEN UP ACCOUNTS GOING BACK TO FIFA WORLD CUP BID

16th July 2017 - AAFC BOARD KICKS OF PLAN FOR NATIONAL EXPANSION OF FFA COMPETITIONS 

10th July 2017 - TECHFRONT FOLLOWS NRL DEAL WITH NEW AFL STADIUM EXPERIENCE PARTNERSHIP

17th April 2017 - INCREASING RECOGNITION OF THE VALUE OF STADIUM ADVERTISING 

30th October 2015 - FFA ANNOUNCES MAJOR CHANGES IN DIGITAL AND FAN ENGAGEMENT 


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However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

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