When it comes to voices in football, many would be forgiven for thinking that clubs are the ones who shout the loudest (from a digital perspective, of course).
However, it was revealed this week by SN&CK Media CEO, Niall Coen, that it’s actually football content creators who have some of the biggest online presence in the game. The Football Blogging Awards (FBAs) welcome the most popular names in the world of football content creation – from bloggers to vloggers, YouTubers to influencers – and, with them, they bring their collective army of loyal followers.
In fact, the attendees from all the FBAs had a total social following across the four major social channels of 52 million – more than the likes of PSG, Juventus and Liverpool. These content creators are often loyal fans themselves and, when they have something to say about their respective clubs, their followers listen (and often engage). So why don’t these clubs use them more?
📝NEW: @Topspur_Niall asks why football doesn't celebrate its fan-led media nearly enough
👇https://t.co/HQYmWStgo7 pic.twitter.com/sVR0pqLXMW
— Digital Sport (@DigitalSportUK) March 20, 2018
As we come down to the crunch time of the season and in the build-up to a World Cup those creator voices will only get louder.
There are few events in the world quite like the World Cup. It is so special because it brings together people and teams from around the globe, but it is also special because of the fact that it only happens once every four years.
Its traditions endure. This week, Panini released their official World Cup stickers, something kids – and adults… – have adored for years. It is a reminder to us all that even in the digital world there are some traditions we can’t shake. Nor would we want to.
The PANINI 2018 FIFA World Cup™ Official Sticker Collection is OUT NOW!! #GotGotNeed pic.twitter.com/rgXGhLUn4p
— Panini UK & Ireland (@OfficialPanini) March 22, 2018
But as big a draw as the World Cup will be, this week’s international break still comes as much-needed respite from the club game before a manic end to the season and build-up to Russia.
This week, Borussia Dortmund, and their partners Puma Football came together to give Usain Bolt a taste of what it’s like to be a professional footballer rather than a sprinter. The coming together of such famous names – and Dortmund’s iconic yellow kit – went down a treat on Twitter.
They said it wouldn’t happen. 👀⚡️ @UsainBolt @BVB @officialpes #NewLevels #PUMAFuture pic.twitter.com/WpjE16CHrE
— PUMA Football (@pumafootball) March 22, 2018
