Find out more about the site and the work that I publish.


The Online Rule is a weekly newsletter that promotes best practice in sports marketing.

The site began as a Masters project in December 2013, looking at digital strategies across all sports, before focusing on football after a few years (although there's always inspiration in other sports).

In the time since I've spoken on podcasts, delivered guest lectures at universities, and consulted with teams on how to improve their fan engagement.

The intention of the site is always to promote the good things that teams are doing with their marketing, and how you can use these to engage with your own fans.

New articles are published on the site as well as sent out via email. To ensure you don't miss out, join the list.