Spinnaker developed a Facebook page for the new film, featuring photos, quotes, debates and a number of articles.
This live content is being dynamically uploaded into rich media ads running across football websites on The Times and The Sun. The campaign will be rolled-out across 13 other sites in the next two weeks.
Helene Smith, senior account manager for digital at Spinnaker, said: "The way the campaign has been created allows a natural flow from watching the trailer on the banner advert, to interacting with the content on a social networking platform.
"This then has the dual advantage of naturally publicising that debate across the Facebook network."
'The Damned United', which is in cinemas from March 27, tells the story of Brian Clough's short and highly-charged reign at Leeds Utd in the 1970's and stars Michael Sheen, Timothy Spall, and Oscar winner Jim Broadbent.
Joshua Heaton-Armstrong, digital marketing manager, Sony Pictures Releasing UK said: "The key to understanding the fascination with the film's central character Brian Clough is that he was such a polarising personality.
"Back in the 70s, people either loved him [Clough] or hated him. We wanted to bring that debate alive again for the release of the film."
The media spend for the campaign was devised and managed by Manning Gottlieb MGOMD.