FA appoints Lida to kick off youth reward programme

The FAThe Football Association has appointed Lida to develop a new youth initiative, due to launch in January 2019, which builds on the organisation’s strategy to make it easier for people of all backgrounds to get involved in the game.
The M&C Saatchi agency will work closely with The FA to create a strategic vision for the Digital Youth Reward & Recognition programme that seeks to inspire a lifelong journey in football and with The FA, among five‐ to 11‐year‐old children and their parents.
By identifying key audience drivers and building a platform that fosters participation, learning and development, the programme will create a highly personalised and rewarding engagement experience.
FA digital engagement director Russell James said: “Lida demonstrated unparalleled passion for the project, as well as the deep expertise needed to capture the hearts and minds of our youth audience.”
Lida chief creative officer Ben Golik added: “It’s rare that we have the opportunity to apply our skills and experience to what is potentially a flagship initiative in the sporting world. Inclusivity and accessibility are already a focus for The FA and we’re excited that we can help create an even wider base of fans and players among young people, developing a fantastic new generation of supporters.”

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