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.

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