Between The Lines
How POV content builds modern fan loyalty
They're low effort, low risk, but have high potential for building trust and relationships among fans.
Scott Goodacre
Editor of The Online Rule and a freelance marketing consultant. Experienced digital marketer, football fan, and qualified teacher.
Between The Lines
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.
Between The Lines
August 2025: How the month unfolded on Instagram
The season started, the transfer window ramped up, so how did teams cover all of this on Instagram?
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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.
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Diving into Spurs' first year on Reddit
A look at how they've used their official account over the past 12 months and what others can learn from it.
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The case for rebranding a football club
With the news that Newcastle United are to become the latest in a long line of teams updating their branding, here's why clubs choose to do it and how similar projects have gone in the past.
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Haircuts between games: Welcome to the marketing world of the Baller League
Plus: Marketing news and updates from social media
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Serie A get ahead of the curve with new Reddit partnership
Who will be next?
Between The Lines
Instagram Broadcast Channels, the future of social media, and the State Of Football Social Media 2025 survey begins
This year's survey for people working in football social media is now open. Find out more about how you can share your insights.
personalisation
What's in a name? The power of personalisation in your marketing
Peoples' names have power. Use them wisely.
Between The Lines
Tracking your club's performance in Google rankings
Find out for free how your club's website is performing in Google thanks to their great reporting tool.
Between The Lines
The best ways to show off your players' personalities
Personalities are infectious. Here's how clubs across England are using their access to show players in a different light.