Scott at The Online Rule

I've enjoyed @NorwichCityFC's recent home kit launch. It's a really good example of how you can subvert the usual approach. Descriptions of new kits can typically be over the top and very descriptive. Norwich's approach messed with the formula a bit by stripping things back to…

Last season's data reveals some fascinating trends in follower growth on Instagram across the top 4 divisions in England. I looked at this growth as a % increase for the 2024-25 season. I'll break it down league by league in the thread that follows. #SportsMarketing |…

Always 👏 consult 👏 fans 👏 Might get that put on a t-shirt. HT @jdgsport

The team at @Official_BRFC have recently launched a business-to-business newsletter. Why is this smart? ⛔️ It adds a sense of exclusivity. Businesses on the outside will want to be on the inside. It's like a private club. 🧠 It keeps them front of mind. Most clubs push…

As well as looking incredible - which always helps - this is a great way of adding identity to merchandise. It’s named after the club’s iconic standing terrace, which gives fans a level of ownership. They’re likely to buy it for a sense of belonging. Photographing it among the…

If you want to attract more sponsors, you need to add value back. It’s not just about them giving you money towards a match - think about what you can offer. This type of content increases perceived value and builds loyalty. And it increases the chance they’ll renew next season,…

Q&A sessions like these are a nice idea. Take a bit of moderation - you want to weed out the off-topic or negative questions - but they can be a fantastic way of demonstrating the personalities of players (and staff!). Plus, only inviting questions just before it starts does…

Some classic engagement going on here. They've asked for memories, and they're responding with the clips people have mentioned. These things don't need to be over-complicated.

This is a cool activation. Apple Music are carrying playlists curated by some of the players at the Euros. Each one comes with a short interview where the player talks through how they use music as part of their matchday routine. There’s also some insight into their choices.…

Clubs have lots of different names for their Instagram Broadcast Channels. @ChelseaFCW have CFCW Exclusives, which makes you feel in the loop and that you’re going to get updates you can’t get anywhere else. The Bundesliga’s is called Bundesliga Group Chat which does a good job…

How are football clubs using social media in the coming season - and how does your club’s approach compare? I’m running a short survey to better understand how clubs, leagues, and organisations across the game are planning on using social platforms this year. If you work in…