Matchday Is Not a Content Calendar
Matchday social needs more than scheduled posts. Football clubs need workflow, speed, judgement and a system that can react live.
Read the note ↗ Sector specialism · Sport & football
Club social, run like a publisher.
A club has the most valuable thing in social: a fanbase that already cares. Most club channels still post like a comms department. We run matchday, always-on content and community the way the best publishers run a newsroom: fast, fan-first, idea-led.
Built for
Clubs, leagues & sporting organisations
Covers
Matchday · Always-on · Women's & Academy · Community
Ways in
Audit · Embed · Full takeover
The problem
The badge isn't a content strategy.
01
Matchday is a live operation
Moments are won in minutes. A scheduled-posts mindset watches them go past; a live operation turns them into reach while the whole feed is watching.
02
Fans want entertainment, not comms
The fixture list, the announcement graphic, the sponsored post. Fans scroll past all of it. Channels grow when they land the emotion of the club, every day.
03
The calendar never stops
Men's, Women's, Academy, midweek fixtures, transfer windows. Without a system behind the output, the team burns out and quality swings week to week.
What we do
Four jobs, one operation.
Take one, or hand us the channels. Every engagement runs the same way: one pipeline, shared analytics, senior sign-off.
01
Matchday operations
Matchday planned, published and optimised live across every platform: pre-match build, in-game moments, full-time reaction, all with a clear on-the-day system.
02
Always-on club channels
A daily-entertainment publishing framework and tone of voice for the club, from club comms to content fans actually choose to watch.
03
Community management
Comment sections monitored and steered, sentiment tracked, and an engagement operation that treats the fanbase as the asset it is.
04
Reactive & culturally timed
Fast content built around the moments fans care about, shipped while they still matter. Speed and judgement, not just a calendar.
Proof
We run this for a Premier League club today.
Men's, Women's and Academy channels, matchday and every day. The craft behind it comes from inside UNILAD, SPORF and the publishers that defined the feed.
01
Sport · Football club
91M+
Views across our four active months (March to June 2026)
Running Burnley FC's channels at Premier League pace
Channel management · Community & engagement · Matchday operations · Reporting & strategyRead ↗
02Gaming & esports media
350K+
Followers in year one, 2020
A gaming and esports media brand from zero
Multi-platform strategy · Content & community · Video & editing · SEORead ↗
03Platform innovation · Live
700K+
Concurrent live viewers, election night 2016
The most-watched Facebook Live of its time
Live & real-time · Platform innovation · CampaignRead ↗
Where we start
Every club engagement opens with a straight read of the channels: what's landing with fans, what's comms dressed up as content, and what the operation can actually sustain across a full season.
You get a prioritised plan your team could run without us. Most choose not to.
The first pass covers
- 01Matchday: how the operation runs on the day, and where moments are lost
- 02Content mix: entertainment vs announcements, and what fans actually engage with
- 03Channel architecture: Men's, Women's, Academy and where each story lives
- 04Community: comment-section health, sentiment and response patterns
- 05Cadence and workflow: the output the team can sustain across a season
- 06The numbers: a straight read of the analytics, not a vanity export
From the journal
How we think about club social.
Matchday, club channels and what publishers know that clubs don't.
What Running a Premier League Club on Social Actually Takes
Running a football club on social takes more than matchday posts. It needs speed, judgement, workflow and a system built for pressure.
Read the note ↗Football Club Social Media Lessons for Brands
Football clubs run social as live publishing systems under constant pressure. What NBK learnt managing a Premier League club’s output in 2025/26.
Read the note ↗ Dubai × Manchester