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 the club - or even football itself.
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.
They're low effort, low risk, but have high potential for building trust and relationships among fans.
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.
The season started, the transfer window ramped up, so how did teams cover all of this 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.
A look at how they've used their official account over the past 12 months and what others can learn from it.
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.
Plus: Marketing news and updates from social media
Who will be next?
This year's survey for people working in football social media is now open. Find out more about how you can share your insights.
Peoples' names have power. Use them wisely.