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Perform launches digital football agency

Digital sports media group Perform has announced the launch of Goal Studios, a new digital football agency that will work with rights-holders, commercial partners and other agencies.

Goal Studios will be supported by Perform’s portfolio of media brands, including the Goal.com football news and video website.

Perform has appointed Damian Smyth, formerly of the TBWA/G1 agency, to serve as global head of planning at the new agency.

Goal Studios has already agreed to work with Uefa, football’s European governing body, on a series of promotional campaigns for its Euro 2016 national team tournament, which begins on Friday. The deal also covers the Uefa Europa League European club competition.

Stefano D’Anna, managing director of Goal Studios, said: “As a media owner, we’ve had the benefit of seeing the success or failure of a great many football activations. Some are brilliant and nothing we could offer would improve them. But unfortunately too many fall short for the simple reason that they’re based on anecdotal or non-existent understanding of how fans actually engage with content. That’s where we can help.”