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Bristol, UK, 21 July 2008 – smartFOCUS, the international multi-channel marketing software company, has been selected to provide Chelsea Football Club with its Intelligent Marketing Software and services.

Chelsea FC will benefit from smartFOCUS building a single customer view, consolidating all data sources to gain a consistent view of its supporters. It will also integrate the smartFOCUS software needed to conduct highly targeted and personalised marketing campaigns and track and analyse response to increase marketing ROI.

Chelsea FC, one of the most high profile and successful football teams in the world, will use smartFOCUS’s technology to develop a better understanding of its supporters and to effectively communicate with them with relevant, timely marketing communications. The club will be able to quickly and easily access data to create customer insight and gain a deeper understanding of supporter, market and product relationships to plan and deploy high performance marketing campaigns.

The solution will be built by smartFOCUS, hosted on Chelsea FC infrastructure but managed by the smartFOCUS Managed Services team.

Natalie Waddell, head of CRM at Chelsea Football Club, said: “As our business continues to grow globally it’s important that we maintain close relationships with our fans. With the right tools we will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services to ensure we continue to enjoy long term, profitable relationships with our fans.”

Chris Underhill, ceo, smartFOCUS, said: “Today’s most successful football clubs are also major international brands, and what happens off the field is becoming increasingly important alongside the success on the field. By better understanding its supporters and tailoring communications accordingly, Chelsea FC will be able to have a much more intimate relationship with its fan base. It will be able to build on this knowledge to provide new products and services, and to successfully market them. We’re excited to be able to help one of football’s most respected and recognised clubs to keep in touch with its millions of supporters worldwide.”


About smartFOCUS Group plc

smartFOCUS (LSE:STF) is a leading international marketing software company that empowers marketers with the intelligence to drive high performance multi channel campaigns and more valuable customer relationships. Its Intelligent Marketing solutions integrate off-line and on-line data, analysis, campaign and performance management to deliver better targeted more timely and relevant communications that increase campaign conversion rates and improve customer’s insight.

smartFOCUS has over 400 customers and partners worldwide using its marketing software including AAA, Abn Amro, ASOS, Centerparcs, EMI, Fig Leaves, Harrods, Hilton International, NSPCC, Societe Generale and QVC.

smartFOCUS is headquartered in the UK, with operations in the US, continental Europe and Asia Pacific.

About Chelsea Football Club

Founded in 1905, Chelsea Football Club plays in the English Premier League and won five major titles over the last 5 years including the Premier League twice. Nicknamed The Blues, Chelsea calls Stamford Bridge in South West London home. For more information, visit

For further information please contact:

Melanie Antonucci / Ellie Turner
Prompt Communications on behalf of smartFOCUS
Tel: +44 (0)20 8996 1646 / 07799146803
Email: /

Claire Thatcher, Marketing Manager, smartFOCUS
Tel: +44 (0)117 943 5800

This press release was distributed by ResponseSource Press Release Wire on behalf of Prompt Communications Ltd in the following categories: Men's Interest, Leisure & Hobbies, Sport, Business & Finance, Media & Marketing, Computing & Telecoms, for more information visit