The Online Rule

Deconstructing the digital game.

Latest

Dorking Wanderers and Bunch of Amateurs: How YouTube and TikTok brought a new audience to a non-league club on the up

Sean Dudley explores how TikTok and YouTube can play a part in expanding audiences and - crucially - attendances at non-league level.

By Sean Dudley

• 7 days ago

sheffield united

How Sheffield United are supporting the LGBTQ+ community

Inside Sheffield United's approach to their LGBTQ+ supports' group, Rainbow Blades, and how the club have committed to the partnership.

By Katey Lovell

• a month ago

Featured public

Tracking Twitter for the 2021/22 season

Over the past year I've been tracking how English teams use their Twitter accounts. Here are the results.

By Scott Goodacre

• 4 months ago

Featured public

kits

Forward Madison: Using football kits to grow a new brand and community

Forward Madison's kits are worn around the world. So how does a third-tier club compete with bigger clubs when it comes to designing and selling matchwear?

By Alex Ireland

• 5 months ago

When Eagles Dare: Crystal Palace’s ‘legacy piece’

A behind-the-scenes look at how the series came to fruition.

By Alex Waite

• 6 months ago

Bridging the gap: Being an SLO in the social media age

The role of Supporter Liaison Office substantially since the growth of social media. Gary Cassidy speaks to the people who are one of the most important links between fans their clubs.

By Gary Cassidy

• 7 months ago

USA

Crossing the pond: The commercial and digital impact of bringing US players to the UK

Overseas signings can have a significant impact on a team's marketing channels and supporter networks. Here, we explore the impact recent American signings have had on English clubs' support.

By Fred Garratt-Stanley

• 7 months ago

How playing Football Manager turned into Twitter promotion for a second division Austrian team

It pays to keep an eye on what influencers and streamers are doing, especially when they're playing with your club. Just ask Austrian side Floridsdorfer Athletiksport-Club.

By Ryan S. Gladwin

• 8 months ago

Featured public

The State of Football Social Media 2022: The Results

This year's State of Football Social Media survey was the biggest yet. See how football teams around the world are using their digital marketing channels.

By Scott Goodacre

• 8 months ago