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Scott at The Online Rule @OnlineRule

Sports marketing consultant. Sharing how football teams use digital marketing to engage with fans. Otherwise known as @ScottGoodacre.

Joined November 2013
  • Tweets 8,274
  • Following 3,752
  • Followers 3,750
1,321 Photos and videos
What if sports clubs spent less time marketing to fans and more time marketing to future fans? Some fascinating lessons from AC Sparta Praha’s growth strategy. #Digisport #SMSports onlrl.co/kq8we8

Why Sparta Praha want to be seen everywhere

Most sports marketing focuses on existing fans. Sparta are taking a different approach. Inspired by Byron Sharp’s work on brand growth, they’re trying to reach people who don’t currently care about...

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You've probably seen Instagram's new linked Reels feature by now - everyone's been using it. If you haven't, here are some early examples and some ideas you can try to create your first ones. onlrl.co/hid1zk

Instagram's new links feature is... good, actually

It's only available in the Edits app for now, but it's a powerful way of linking to content your fans may have missed.

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One of the best things @NUFC do with their video content is capture footage from the stands. It leads to unique angles of events, rather than everything being at pitch level or a broadcast angle.
Premier League
@premierleague
28 Oct 2025
No problem for Bruno Guimaraes 🫡
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Scott at The Online Rule retweeted
Scott at The Online Rule@OnlineRule
24 Sep 2025
I had a dive into a recent study that identified 6 factors that shape how fans feel about clubs: history, community, handling criticism, leadership, passion, and loyalty. I've got some ideas on how you can use them to strengthen your bonds with fans. #SportsMarketing
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I had a dive into a recent study that identified 6 factors that shape how fans feel about clubs: history, community, handling criticism, leadership, passion, and loyalty. I've got some ideas on how you can use them to strengthen your bonds with fans. #SportsMarketing
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Finally, fans want to feel like the club is loyal to them. What are you doing to share their stories and their fandom with the wider community? It doesn't need to be big, just say thanks every once in a while. Feature long-standing season ticket holders, or do something for birthdays. @SunderlandAFC are doing this well following their return to the @premierleague. They're telling the stories of the fans who follow them as they recognise how important fans should be to a club's identity.
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These tips featured in my most recent newsletter, along with the study it's based on. You can find out more about that and read other pieces about sports marketing on the website. onlrl.co/jykq9m

What fans value - and how you can deliver it

It's not just about trophies. A strong club brand is built on fan passion and loyalty. A recent study has highlighted six simple ways clubs can strengthen their identities and keep fans coming back.

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It’s not just about trophies – fans are the true strength of a club. A recent study has highlighted 6 factors that shape brand value: history, community, handling criticism, leadership, passion & loyalty. Here are some ideas of how to use them 👇 onlrl.co/3j9uqd
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It doesn’t matter how hard you try, you’ll never match @fcunion_en’s majestic tone of voice. Every tweet is a joy.
1. FC Union Berlin (English)
@fcunion_en
3 Sep 2025
And that's half time on a gorgeous evening here in Fürstenwalde. And as the golden sun slips slowly behind the old roof of the Alte Försterei (yes, Unioner, that roof), it's 1-1, with Ljubicic's ludicrously early opener equalised by Jonas Nietfeld's glancing, diving header. #VSGFCU #fcunion
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This may be the first time I’ve seen a club use a goal graphic for one they’ve conceded.
Solihull Moors FC
@SolihullMoors
2 Sep 2025
47' Goal for Yeovil scored by Junior Morias. Moors 0-1 Yeovil
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Love that this is called HP Source because their home stadium is called Huish Park. Never miss an opportunity for a simple pun. #SportsMarketing
Yeovil Town FC
@YTFC
21 Aug 2025
HP Source | Brackley Town 🎥 Take a look at an alternative view of our 2-1 win over Brackley Town under the Huish Park lights in the Enterprise National League. #YTFC 💚
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From 428 posts and 31.8m likes to unexpected stand-outs and authentic storytelling - see how Premier League clubs made Instagram their stage across the opening weekend. #Digisport | #SportsMarketing onlrl.co/iteg7j

How Premier League clubs kicked off the season on Instagram

Including the weekend's most popular posts, a post-match interview format you're going to want to steal, and a sprinkling of social media updates.

theonlinerule.com
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Scott at The Online Rule retweeted
Scott at The Online Rule@OnlineRule
17 Jul 2025
Last season's data reveals some fascinating trends in follower growth on Instagram across the top 4 divisions in England. I looked at this growth as a % increase for the 2024-25 season. I'll break it down league by league in the thread that follows. #SportsMarketing | #Digisport
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Last season's data reveals some fascinating trends in follower growth on Instagram across the top 4 divisions in England. I looked at this growth as a % increase for the 2024-25 season. I'll break it down league by league in the thread that follows. #SportsMarketing | #Digisport
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In @SkyBetLeagueTwo, @bromleyfc are the clear winners. They tipped above 20%, putting daylight between them and @BarrowAFC in second. @ASFCofficial, @WFCOfficialm and @HarrogateTown round things off.
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Growth figures like these are a key indicator of how clubs are connecting with their audiences across the divisions. I'll revisit this throughout the coming season to see who's leading the way.
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