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Scott @ The Online Rule

@theonlinerule.com
124 followers 180 following 83 posts

Analysing how football teams use marketing to engage with fans. Read in-depth pieces and sign up for the newsletter at onlrl.co/bluesky.

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Scott @ The Online Rule @theonlinerule.com · 09/09/2025
Great example of how to showcase players’ personalities. Barnsley have stayed away from the typical headshots for something a bit more dynamic. It makes things feel more human and engaging. And it’s a nice little Easter egg for fans who visit the team pages. Personality beats polish.
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Scott @ The Online Rule @theonlinerule.com · 19/07/2025
Did a dive into which clubs grew their Instagram followings the most last season. The main stand-out is Oxford United. They grew by over 300%, with the main growth happening after the signing of Marselino Ferdinand in the summer window.
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Scott @ The Online Rule @theonlinerule.com · 03/02/2025
As a little bonus, it also introduced me to their monthly magazine. This replaces the traditional programme and covers all of the home games for each specific month. It's only £5, so is good value, and a lot less labour intensive for smaller marketing teams.
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Scott @ The Online Rule @theonlinerule.com · 03/02/2025
Finally, right at the bottom, you can view two additional upcoming fixtures in case you can't make this one. A good way to maximise attention.
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Scott @ The Online Rule @theonlinerule.com · 03/02/2025
After the interviews there's a guide to what's happening in this specific match. This includes things like box office opening times and what time people can get into the ground. Clicking the link gives you a lot more info about this specific game, rather than generic details.
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Scott @ The Online Rule @theonlinerule.com · 03/02/2025
I really like this pre-match email from MK Dons. I think there's a template here that more clubs should follow to ensure their emails are useful. Firstly, a link through to a written match preview and interviews about this game. #SportsMarketing | #DigiSport
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Scott @ The Online Rule @theonlinerule.com · 21/01/2025
Really like it when clubs use photography like this. They show what the match day experience is really like from the perspective of fans. It's a great and unique angle to use in your build-up content. Helps when they look great as well. Solid work from @newcastleunited.com. #SportsMarketing
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Scott @ The Online Rule @theonlinerule.com · 21/01/2025
This is a great example of how teams can use content produced by supporters' groups and travelling fans. In this case, West Ham spotted a fan was heading over from America for a game and met up with him to document his day. This was pushed by the club's US account as well as the league's.
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Scott @ The Online Rule @theonlinerule.com · 05/12/2024
This week marks 11 years of The Online Rule. Don’t think I had any idea when I set up the initial site back then that I’d still be posting and following sports marketing all this time later. Thanks to everyone who’s engaged, followed, and subscribed.
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Scott @ The Online Rule @theonlinerule.com · 29/11/2024
Must be Black Friday!
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Scott @ The Online Rule @theonlinerule.com · 21/11/2024
Note to football clubs on all platforms: You can update your bio regularly. It’s not a bad thing. Like what @aberdeenfc.bsky.social have done here to promote their next fixture. #SportsMarketing
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Scott @ The Online Rule @theonlinerule.com · 21/11/2024
Managing multiple accounts? Like a personal account and a team one? 👀 You can add new profiles under settings. And then quickly change between them by long-pressing your avatar in the bottom right. That gives you this pop-up. (Make sure you’ve got the latest version of the app) #SportsMarketing
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Scott @ The Online Rule @theonlinerule.com · 20/11/2024
You might have noticed there’s a fairly specific graphic at the end. Each player has their own ‘brand’, created with the club. Players are known for certain traits - bringing energy, and leading by example, to name two. These are used with content featuring them.
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Scott @ The Online Rule @theonlinerule.com · 20/11/2024
Here’s a really great example of some personal branding, and using club comms to tell individual stories. Firstly, Southampton Women identified fans who’ve followed the club the longest and paid them a visit with a gift. That’s nice enough on its own, but there’s a bit more. #SportsMarketing
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