Scott @ The Online Rule
@theonlinerule.com
Analysing how football teams use marketing to engage with fans.
Read in-depth pieces and sign up for the newsletter at onlrl.co/bluesky.
Read in-depth pieces and sign up for the newsletter at onlrl.co/bluesky.
I’ve just published a new piece on what fans really value – and it’s not just trophies. A study highlights 6 factors: history, community, handling criticism, professionalism, passion & loyalty.
Any club can deliver on these 👉 onlrl.co/tqvshn
Any club can deliver on these 👉 onlrl.co/tqvshn
What fans value - and how you can deliver it
It's not just about trophies. A strong club brand is built on fan passion and loyalty. A recent study has highlighted six simple ways clubs can strengthen their identities and keep fans coming back.
onlrl.co
September 24, 2025 at 5:48 AM
I’ve just published a new piece on what fans really value – and it’s not just trophies. A study highlights 6 factors: history, community, handling criticism, professionalism, passion & loyalty.
Any club can deliver on these 👉 onlrl.co/tqvshn
Any club can deliver on these 👉 onlrl.co/tqvshn
Great example of how to showcase players’ personalities.
Barnsley have stayed away from the typical headshots for something a bit more dynamic.
It makes things feel more human and engaging. And it’s a nice little Easter egg for fans who visit the team pages.
Personality beats polish.
Barnsley have stayed away from the typical headshots for something a bit more dynamic.
It makes things feel more human and engaging. And it’s a nice little Easter egg for fans who visit the team pages.
Personality beats polish.
September 9, 2025 at 7:31 AM
Great example of how to showcase players’ personalities.
Barnsley have stayed away from the typical headshots for something a bit more dynamic.
It makes things feel more human and engaging. And it’s a nice little Easter egg for fans who visit the team pages.
Personality beats polish.
Barnsley have stayed away from the typical headshots for something a bit more dynamic.
It makes things feel more human and engaging. And it’s a nice little Easter egg for fans who visit the team pages.
Personality beats polish.
428 posts. 31.8 million likes. 280k comments.
The Premier League’s opening weekend wasn’t just on the pitch, it was on Instagram too. Liverpool might have led the way with 12.7m likes, but Bournemouth and Sunderland stole the
spotlight on engagement.
Read more 👇
onlrl.co/ceylw6
The Premier League’s opening weekend wasn’t just on the pitch, it was on Instagram too. Liverpool might have led the way with 12.7m likes, but Bournemouth and Sunderland stole the
spotlight on engagement.
Read more 👇
onlrl.co/ceylw6
How Premier League clubs kicked off the season on Instagram
Including the weekend's most popular posts, a post-match interview format you're going to want to steal, and a sprinkling of social media updates.
onlrl.co
August 21, 2025 at 7:12 PM
428 posts. 31.8 million likes. 280k comments.
The Premier League’s opening weekend wasn’t just on the pitch, it was on Instagram too. Liverpool might have led the way with 12.7m likes, but Bournemouth and Sunderland stole the
spotlight on engagement.
Read more 👇
onlrl.co/ceylw6
The Premier League’s opening weekend wasn’t just on the pitch, it was on Instagram too. Liverpool might have led the way with 12.7m likes, but Bournemouth and Sunderland stole the
spotlight on engagement.
Read more 👇
onlrl.co/ceylw6
Did a dive into which clubs grew their Instagram followings the most last season.
The main stand-out is Oxford United. They grew by over 300%, with the main growth happening after the signing of Marselino Ferdinand in the summer window.
The main stand-out is Oxford United. They grew by over 300%, with the main growth happening after the signing of Marselino Ferdinand in the summer window.
July 19, 2025 at 5:48 AM
Did a dive into which clubs grew their Instagram followings the most last season.
The main stand-out is Oxford United. They grew by over 300%, with the main growth happening after the signing of Marselino Ferdinand in the summer window.
The main stand-out is Oxford United. They grew by over 300%, with the main growth happening after the signing of Marselino Ferdinand in the summer window.
With the news that Italy’s Serie A now has an official Reddit account, I had a look at what that means and how sports teams have used the platform in the past (spoiler: not very well).
#SportsMarketing | #DigiSport
onlrl.co/qi4yut
#SportsMarketing | #DigiSport
onlrl.co/qi4yut
Serie A get ahead of the curve with new Reddit partnership
Who will be next?
theonlinerule.com
April 1, 2025 at 5:30 PM
With the news that Italy’s Serie A now has an official Reddit account, I had a look at what that means and how sports teams have used the platform in the past (spoiler: not very well).
#SportsMarketing | #DigiSport
onlrl.co/qi4yut
#SportsMarketing | #DigiSport
onlrl.co/qi4yut
This from @milkkarten.bsky.social’s Link In Bio (fantastic all around) is a really insightful look at what goes on for marketing teams behind the scenes.
It’s around the Super Bowl, so a bit atypical, but fascinating to see the process.
#SportsMarketing
open.substack.com/pub/milkkart...
It’s around the Super Bowl, so a bit atypical, but fascinating to see the process.
#SportsMarketing
open.substack.com/pub/milkkart...
Day in the Life of the Philadelphia Eagles’ Director of Social Media
Super Bowl LIX, slow elevators, and a Gatorade shower: Julie Bacanskas gives us an hour-by-hour account of the team's big win.
open.substack.com
March 26, 2025 at 8:25 AM
This from @milkkarten.bsky.social’s Link In Bio (fantastic all around) is a really insightful look at what goes on for marketing teams behind the scenes.
It’s around the Super Bowl, so a bit atypical, but fascinating to see the process.
#SportsMarketing
open.substack.com/pub/milkkart...
It’s around the Super Bowl, so a bit atypical, but fascinating to see the process.
#SportsMarketing
open.substack.com/pub/milkkart...
I really like this pre-match email from MK Dons. I think there's a template here that more clubs should follow to ensure their emails are useful.
Firstly, a link through to a written match preview and interviews about this game.
#SportsMarketing | #DigiSport
Firstly, a link through to a written match preview and interviews about this game.
#SportsMarketing | #DigiSport
February 3, 2025 at 10:40 PM
I really like this pre-match email from MK Dons. I think there's a template here that more clubs should follow to ensure their emails are useful.
Firstly, a link through to a written match preview and interviews about this game.
#SportsMarketing | #DigiSport
Firstly, a link through to a written match preview and interviews about this game.
#SportsMarketing | #DigiSport
A lot of pros are turning to LinkedIn in anticipation of their post-football careers, as well as what’s covered here.
We’ve seen managers like Jesse Marsch start posting, and the likes of Jordan Henderson and Raphael Varane too.
Clubs could be better at it. There’s a lot of untapped potential.
We’ve seen managers like Jesse Marsch start posting, and the likes of Jordan Henderson and Raphael Varane too.
Clubs could be better at it. There’s a lot of untapped potential.
Hey there, relatively new social media platform. May I interest you in an article about football and LinkedIn?
www.nytimes.com/athletic/608...
www.nytimes.com/athletic/608...
LinkedIn: The social media platform footballers are turning to for recruitment and self-expression
For plenty of football players, LinkedIn is the social media platform of choice when it comes to expressing themselves without fear of abuse
www.nytimes.com
January 31, 2025 at 7:53 AM
A lot of pros are turning to LinkedIn in anticipation of their post-football careers, as well as what’s covered here.
We’ve seen managers like Jesse Marsch start posting, and the likes of Jordan Henderson and Raphael Varane too.
Clubs could be better at it. There’s a lot of untapped potential.
We’ve seen managers like Jesse Marsch start posting, and the likes of Jordan Henderson and Raphael Varane too.
Clubs could be better at it. There’s a lot of untapped potential.
Really like it when clubs use photography like this.
They show what the match day experience is really like from the perspective of fans. It's a great and unique angle to use in your build-up content.
Helps when they look great as well. Solid work from @newcastleunited.com.
#SportsMarketing
They show what the match day experience is really like from the perspective of fans. It's a great and unique angle to use in your build-up content.
Helps when they look great as well. Solid work from @newcastleunited.com.
#SportsMarketing
January 21, 2025 at 9:27 AM
Really like it when clubs use photography like this.
They show what the match day experience is really like from the perspective of fans. It's a great and unique angle to use in your build-up content.
Helps when they look great as well. Solid work from @newcastleunited.com.
#SportsMarketing
They show what the match day experience is really like from the perspective of fans. It's a great and unique angle to use in your build-up content.
Helps when they look great as well. Solid work from @newcastleunited.com.
#SportsMarketing
This is a great example of how teams can use content produced by supporters' groups and travelling fans.
In this case, West Ham spotted a fan was heading over from America for a game and met up with him to document his day.
This was pushed by the club's US account as well as the league's.
In this case, West Ham spotted a fan was heading over from America for a game and met up with him to document his day.
This was pushed by the club's US account as well as the league's.
January 21, 2025 at 9:13 AM
This is a great example of how teams can use content produced by supporters' groups and travelling fans.
In this case, West Ham spotted a fan was heading over from America for a game and met up with him to document his day.
This was pushed by the club's US account as well as the league's.
In this case, West Ham spotted a fan was heading over from America for a game and met up with him to document his day.
This was pushed by the club's US account as well as the league's.
This week marks 11 years of The Online Rule.
Don’t think I had any idea when I set up the initial site back then that I’d still be posting and following sports marketing all this time later.
Thanks to everyone who’s engaged, followed, and subscribed.
Don’t think I had any idea when I set up the initial site back then that I’d still be posting and following sports marketing all this time later.
Thanks to everyone who’s engaged, followed, and subscribed.
December 5, 2024 at 9:01 AM
This week marks 11 years of The Online Rule.
Don’t think I had any idea when I set up the initial site back then that I’d still be posting and following sports marketing all this time later.
Thanks to everyone who’s engaged, followed, and subscribed.
Don’t think I had any idea when I set up the initial site back then that I’d still be posting and following sports marketing all this time later.
Thanks to everyone who’s engaged, followed, and subscribed.
More evidence that teams should be trying to tap into the pre-engaged worldwide communities on Reddit.
Some of this growth is down to search engine changes, but it’s always been a popular site.
Some of this growth is down to search engine changes, but it’s always been a popular site.
Wonder what this will look like in 12 months time. (Source: ofcom)
December 3, 2024 at 6:52 PM
More evidence that teams should be trying to tap into the pre-engaged worldwide communities on Reddit.
Some of this growth is down to search engine changes, but it’s always been a popular site.
Some of this growth is down to search engine changes, but it’s always been a popular site.
If I ever get invited onto @footballcliches.bsky.social’s MHDs I’ll use all 3 of my irritations to explain why clubs referring to their social media manager as “admin” should be punishable by relegation.
December 3, 2024 at 11:20 AM
If I ever get invited onto @footballcliches.bsky.social’s MHDs I’ll use all 3 of my irritations to explain why clubs referring to their social media manager as “admin” should be punishable by relegation.
Brentford’s Gen10 is a perfect example of how to ensure there’s a future generation who get to experience live football; they’re capping junior tickets for home and away fans at £10.
Actions speak a lot louder than words.
www.brentfordfc.com/en/news/arti...
Actions speak a lot louder than words.
www.brentfordfc.com/en/news/arti...
Brentford launches Gen10 - another commitment to affordable football
For the rest of this season, travelling junior fans* will pay no more than £10 to watch Brentford in the Premier League; Thomas Frank:
www.brentfordfc.com
December 3, 2024 at 11:14 AM
Brentford’s Gen10 is a perfect example of how to ensure there’s a future generation who get to experience live football; they’re capping junior tickets for home and away fans at £10.
Actions speak a lot louder than words.
www.brentfordfc.com/en/news/arti...
Actions speak a lot louder than words.
www.brentfordfc.com/en/news/arti...
I’ve taken a look at what teams are doing to make match days memorable for fans.
Take a look at examples including game-specific info on websites, and social posts from SLOs.
A lot of clubs focus on bringing people in, not making them want to return.
theonlinerule.com/making-the-m...
Take a look at examples including game-specific info on websites, and social posts from SLOs.
A lot of clubs focus on bringing people in, not making them want to return.
theonlinerule.com/making-the-m...
Making the match day experience memorable
This week's newsletter looks at how clubs are keeping fans informed about what happens on match days, as well as how they focus on first time fans.
theonlinerule.com
December 3, 2024 at 8:15 AM
I’ve taken a look at what teams are doing to make match days memorable for fans.
Take a look at examples including game-specific info on websites, and social posts from SLOs.
A lot of clubs focus on bringing people in, not making them want to return.
theonlinerule.com/making-the-m...
Take a look at examples including game-specific info on websites, and social posts from SLOs.
A lot of clubs focus on bringing people in, not making them want to return.
theonlinerule.com/making-the-m...
If we’re talking about audience size as a reason for adopting platforms, I’ve never understood why sports teams aren’t all over Reddit.
It’s now more popular than Twitter in the UK.
#SportsMarketing
amp.theguardian.com/technology/2...
It’s now more popular than Twitter in the UK.
#SportsMarketing
amp.theguardian.com/technology/2...
Reddit overtakes X in popularity of social media platforms in UK | Reddit | The Guardian
Discussion platform takes fifth place in rankings and is the fastest growing large social media platform in the UK
amp.theguardian.com
November 30, 2024 at 7:41 AM
If we’re talking about audience size as a reason for adopting platforms, I’ve never understood why sports teams aren’t all over Reddit.
It’s now more popular than Twitter in the UK.
#SportsMarketing
amp.theguardian.com/technology/2...
It’s now more popular than Twitter in the UK.
#SportsMarketing
amp.theguardian.com/technology/2...
Must be Black Friday!
November 29, 2024 at 1:21 PM
Must be Black Friday!
Continuing to update my list of official English team accounts. I’ve tried to verify these by either speaking to staff, through their domain, or from their posts on other sites.
Let me know if I’ve missed any.
Will do lists for Scotland and lower English leagues next.
bsky.app/profile/did:...
Let me know if I’ve missed any.
Will do lists for Scotland and lower English leagues next.
bsky.app/profile/did:...
November 28, 2024 at 7:08 AM
Continuing to update my list of official English team accounts. I’ve tried to verify these by either speaking to staff, through their domain, or from their posts on other sites.
Let me know if I’ve missed any.
Will do lists for Scotland and lower English leagues next.
bsky.app/profile/did:...
Let me know if I’ve missed any.
Will do lists for Scotland and lower English leagues next.
bsky.app/profile/did:...
Missed Everton joining, but look at this! If you want a case study in how to set up your Bluesky presence this ticks all the boxes.
They have a verified domain and they’ve extended this to subdomains for other languages and teams. And grouped them all together in a starter pack.
10/10, no notes.
They have a verified domain and they’ve extended this to subdomains for other languages and teams. And grouped them all together in a starter pack.
10/10, no notes.
The Everton Family. 💙
Follow all our official accounts in one go! 👇
Follow all our official accounts in one go! 👇
November 27, 2024 at 10:18 PM
Missed Everton joining, but look at this! If you want a case study in how to set up your Bluesky presence this ticks all the boxes.
They have a verified domain and they’ve extended this to subdomains for other languages and teams. And grouped them all together in a starter pack.
10/10, no notes.
They have a verified domain and they’ve extended this to subdomains for other languages and teams. And grouped them all together in a starter pack.
10/10, no notes.
Everton have introduced an interactive tool so fans can see what the view is like from different seats in their new stadium.
It’s really useful, but also something all clubs should have anyway.
via @paddyboyland.bsky.social
#SportsMarketing
evertonstadium.io-media.com/web/index.html
It’s really useful, but also something all clubs should have anyway.
via @paddyboyland.bsky.social
#SportsMarketing
evertonstadium.io-media.com/web/index.html
evertonstadium.io-media.com
November 27, 2024 at 7:00 PM
Everton have introduced an interactive tool so fans can see what the view is like from different seats in their new stadium.
It’s really useful, but also something all clubs should have anyway.
via @paddyboyland.bsky.social
#SportsMarketing
evertonstadium.io-media.com/web/index.html
It’s really useful, but also something all clubs should have anyway.
via @paddyboyland.bsky.social
#SportsMarketing
evertonstadium.io-media.com/web/index.html
Another team that’s seemingly chosen matchday to become active.
Not 100% if this one is official or not (something something verification) but it certainly looks legit enough.
Not 100% if this one is official or not (something something verification) but it certainly looks legit enough.
November 23, 2024 at 6:40 PM
Another team that’s seemingly chosen matchday to become active.
Not 100% if this one is official or not (something something verification) but it certainly looks legit enough.
Not 100% if this one is official or not (something something verification) but it certainly looks legit enough.
Good to see Brighton being pro-active with their replies (they’ve always been one of the better clubs for this).
They’ve got this profile linked from Instagram to prove it’s authentic. And the official Bluesky handle will be coming soon.
They’ve got this profile linked from Instagram to prove it’s authentic. And the official Bluesky handle will be coming soon.
That takes a little while to set up and we wanted to launch on matchday, but the domain handle will come soon!
We have also just added our Bluesky link to our Insta bio 😁
We have also just added our Bluesky link to our Insta bio 😁
November 23, 2024 at 3:35 PM
Good to see Brighton being pro-active with their replies (they’ve always been one of the better clubs for this).
They’ve got this profile linked from Instagram to prove it’s authentic. And the official Bluesky handle will be coming soon.
They’ve got this profile linked from Instagram to prove it’s authentic. And the official Bluesky handle will be coming soon.
Brighton are one of the newest teams to launch their Bluesky account, and have decided to use a match day to do so.
November 23, 2024 at 3:33 PM
Brighton are one of the newest teams to launch their Bluesky account, and have decided to use a match day to do so.
Chelsea have been fairly active on here for a while, but they’re not covering the game itself. Not even any squad news or a half-time update.
This is the only mention of the match today.
This is the only mention of the match today.
November 23, 2024 at 1:34 PM
Chelsea have been fairly active on here for a while, but they’re not covering the game itself. Not even any squad news or a half-time update.
This is the only mention of the match today.
This is the only mention of the match today.
Leeds are now on Bluesky. And we know it’s them because they’ve verified their domain name and made it their handle - exactly what all clubs should be doing.
#SportsMarketing
#SportsMarketing
November 23, 2024 at 6:52 AM
Leeds are now on Bluesky. And we know it’s them because they’ve verified their domain name and made it their handle - exactly what all clubs should be doing.
#SportsMarketing
#SportsMarketing