The Barmy Army partners with Snack Media to develop, grow and monetise its website and digital channels

The Barmy Army partners with Snack Media to develop, grow and monetise its website and digital channels

Digital sports content, engagement and monetisation experts, Snack Media, today announced their new commercial partnership with the Barmy Army – the world’s largest cricket supporters club. 

Snack Media will be working with the Barmy Army to develop a digital engagement and monetisation strategy for its dedicated fan base competing against traditional media outlets and giving cricket fans an online voice. 

The Barmy Army was first brought about by three Brits during England’s 1994/95 Ashes tour of Australia and has gone onto become the world’s largest cricket supporters club, touring all over the world supporting the national team. 

The commercial partnership has begun via the development of a new website launched today, with an enhanced user experience, bespoke and exclusive editorial content and fan engagement tools. The site will promote key membership benefits as well as grow, aggregate and monetise their fanbase. 

Over the last 10 years Snack Media has grown from a single podcast to a growing network of 400+ websites and 30M unique monthly users.

Niall Coen, Founder and CEO of Snack Media, said, “It’s fantastic to add another platform into our ever growing network as we look to utilise our expertise to assist publishers, rights holders and influencers to take more ownership of their digital ecosystems and monetisation; a key agenda for the sports sector going forward. Fans and brands can now get better access to The Barmy Army”.  

Chris Millard, Managing Director at the Barmy Army, added, “The Barmy Army is not only a world famous supporters organisation but also a global brand with a hugely engaged digital audience. We are looking forward to working with Snack Media to continue to develop the digital experience for our members and the wider cricketing public”.

The full website and all content can be seen at: If you would like to speak to either a representative of the Barmy Army or Snack Media please contact:

Harriet Lewis

020 7272 7582

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