Sport · Football Club Running a Premier League club's social presence.
A Premier League club has a fanbase that already cares, but attention doesn't manage itself. We run the club's channels across the Men's, Women's and Academy teams like a modern football publisher: fast, fan-first, idea-led.
The situation
A Premier League club had one of the most valuable things in social, a fanbase that already cares. But the channels weren't consistently landing the emotion of the club or turning moments into reach.
We were brought in to run the day-to-day across all three teams, raise the bar on matchday and everyday content, and manage the community around it.
What NBK did
We run channel management, community management and reporting across the accounts: reviewing, optimising and publishing content, holding the tone of voice, and monitoring and steering the comment sections.
We wrote the club a publishing and tone-of-voice framework, "from club comms to daily entertainment," and leaned into fast, culturally-timed reactive content. Individual posts repeatedly went viral and were reposted by the Premier League's own account: one reactive clip passed 14M views with 99% of it from non-followers. Across the season, impressions on the channels we manage grew 124% year on year.
What we actually did.
- Publish like a publisherA "daily entertainment" publishing plan and tone framework, not club comms.
- Reactive and culturally timedFast content around the moments fans care about, some reposted by the Premier League.
- Community, not just postingMonitored and steered comment-section sentiment and built an engagement operation.
- Matchday as a systemPlanned, published and optimised matchday content across every platform.
A club's fanbase is the most valuable audience in social, if you actually show up for it.
Keep exploring.
Each engagement is a different brand and a different constraint, same operating discipline.