Episode Summary
Traditional sports coverage has shrunk dramatically. Fewer journalists attend games, press conferences are sparsely attended, and many clubs now publish their own interviews, news and announcements.
That shift gives clubs more control — but it also creates new responsibilities.
In this episode, James Gordon explains what it actually means for a semi-pro club to become its own media outlet. From the risks of only speaking to yourself, to why social media posts disappear faster than clubs realise, the conversation focuses on building a media operation that serves supporters and supports commercial growth.
For clubs relying on volunteers and limited time, this episode outlines how to create useful, sustainable content rather than simply producing more noise.
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Who this is for
Club directors and owners
Media and communications volunteers
Marketing and commercial staff
Anyone responsible for club social channels or website
Key takeaways
Clubs now control the narrative
With less external coverage, most communication now comes directly from the club.
Social posts are temporary
Content published only on social media quickly becomes difficult to find again.
Your website is your archive
Permanent articles create reference points for supporters, sponsors and future coverage.
Written content still matters
Transcribing interviews improves accessibility, discoverability and engagement.
Consistency beats creativity
Regular, repeatable output grows trust more than occasional viral moments.
Purpose should guide content
Every post should support attendance, sponsorship or supporter engagement.
Topics covered
How the media landscape around sport has changed
The risks of clubs only reporting on themselves
Press conferences without journalists
Turning social media into permanent content
Why websites still matter for clubs
Using written versions of interviews
Balancing fan interest and club protection
Consistency vs chasing viral posts
Want to see how my approach in multiple areas can help your club make more money? Get in touch.
