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How the FA uses data to extend the reach of its sponsorship deals | Media Network | Guardian Professional

How the FA uses data to extend the reach of its sponsorship deals | Media Network | Guardian Professional: As the Premier League season draws to a close, �166m has been spent by brands to sponsor football shirts over the 2013/14 season. The nature of big sponsorship deals of this kind is changing, however, to account for the impact of changing media consumption habits. One example of a growing sophistication towards commercial sponsorship agreements comes from The Football Association (FA).

The FA and digital advertising platform RadiumOne have agreed a deal to allow FA sponsors targeted advertising opportunities across various web properties, which include its 873,000 Twitter followers and 3.6m England fans. It's not the first time a media owner has used technology to provide targeted advertising opportunities, but this added layer of marketing technology on top of the sponsorship gives a marketer access to real-time data, extended reach and instant feedback.

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