EXCITEMENT SURROUNDING Bolton Wanderers Football Club (BWFC) is not just confined to match days. It throbs around the clock throughout each week, with world-wide supporter interest constantly focused on club activities.

Strong bonds have been established between the club and fans not only in the north-west of England, but also in the furthest corners of the UK and the five continents. The fundamental reason is, of course, the performance of the team, but the club's strong accent on marketing and public relations certainly helps to foster the planet-wide passion.

The successful return to the Premiership increased Bolton's media profile to an all-time high. There has been a significant growth in the range of club publications, including the launch of a new glossy magazine, Extra Time. Community involvement has climbed to new levels.

At the same time the club's website has opened a new highway for a vast quantity of information to flow to fans with computer access from the north of England to all corners of the world. The Internet is proving to be a valuable asset in all these fields. As well as being able to log on to live match commentaries and check all the latest news about BWFC, fans thousands of miles away can make online orders for club-branded goods at www.superstore.co.uk. And with the steady stream of website hits, the club really is in communication with supporters internationally 24 hours a day, seven days a week.

Truly awesome is the only way to describe global enthusiasm. Satellite broadcasting enables millions to watch live match action in numerous countries; part of the audience may be rooting for the other side, of course, but a high proportion of the rest are known to be glowing white. Gauging the extent is difficult but when people from Africa turn up at the Reebok Stadium to achieve a lifelong ambition to visit the home of their favourite team, it becomes clear the club is constantly making new friends in distant frontieres.

Indeed, BWFC is making a lot of friends. The club's performance in terms of community initiatives, ticketing policies and supporter involvement earned high praise from the Football Task Force. Whenever the Reebok Stadium crops up in a discussion on a TV or radio programme, the comments invariably refer to excellent facilities and wonderful co-operation.

Television has an important role in the world of football and the design of the stadium included much provision for coverage, with specially-positioned camera gantries. Other media sections are equally pleased with the centrally-situated press box and the provision of a lounge and adjacent interview room, as well as the smooth arrangements for obtaining the views of players and club officials.

Soccer success is ultimately about winning matches and points but it is also vital that a club's message should have maximum penetration. High marketing and PR standards therefore have an important role as BWFC strides towards achieving its aim to rank among the world's truly great clubs.