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.

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.

As a little bonus, it also introduced me to their monthly magazine. This replaces the traditional programme and covers all of the home games for each specific month.

It's only £5, so is good value, and a lot less labour intensive for smaller marketing teams.

Finally, right at the bottom, you can view two additional upcoming fixtures in case you can't make this one. A good way to maximise attention.

After the interviews there's a guide to what's happening in this specific match.

This includes things like box office opening times and what time people can get into the ground.

Clicking the link gives you a lot more info about this specific game, rather than generic details.

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

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

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.

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.

Must be Black Friday!

Note to football clubs on all platforms:

You can update your bio regularly. It’s not a bad thing. Like what @aberdeenfc.bsky.social have done here to promote their next fixture.

#SportsMarketing

Managing multiple accounts? Like a personal account and a team one? 👀

You can add new profiles under settings. And then quickly change between them by long-pressing your avatar in the bottom right. That gives you this pop-up.

(Make sure you’ve got the latest version of the app)

#SportsMarketing

You might have noticed there’s a fairly specific graphic at the end.

Each player has their own ‘brand’, created with the club. Players are known for certain traits - bringing energy, and leading by example, to name two.

These are used with content featuring them.

Here’s a really great example of some personal branding, and using club comms to tell individual stories.

Firstly, Southampton Women identified fans who’ve followed the club the longest and paid them a visit with a gift.

That’s nice enough on its own, but there’s a bit more.

#SportsMarketing