Football content is evolving all the time and the last two decades has seen a huge shift in how fans are able to access information about the club they support and engage with other supporters online.
Through mastering digital platforms including YouTube, Instagram and TikTok a whole new generation of voices have emerged around the game, giving fans the impassioned and entertaining content they want.
Many of these new digital presenters grew their audiences the hard way, testing different formats, filming outside stadiums for hours and struggling to meaningfully generate revenue.
Joel Beya is one of the best examples of someone who is thriving in this new football content eco-system, as the established platforms play catch-up and adapt their output to resonate with Gen Z fans.
The VIBE with FIVE team, Joel, Stephen Howson and Rio Ferdinand, in the studio
Through a combination of hard work, persistence and a great instinct for what fans want, Joel grew his channel Cheeky Sport and has since gone on to become one of the most in-demand content creators in football working with brands including Nike, Google, Gillette, Budweiser and Adidas.
Today, Joel works closely with Rio Ferdinand as part of the former Manchester United star’s FIVE platform to create memorable and entertaining digital content.
He’s also a board member of the Football Writers’ Association (FWA), working with the industry body on a range of initiatives around creating more opportunities in the sector for young people in addition to driving the FWA’s digital strategy.
Joel (right) with FWA Footballer of the Year, Erling Haaland, whom he interviewed for the organisation’s social channels.
Joel and I talked about a range of subjects including his journey, the moment he realised that he could make a living out of his passion for football, working with and earning the trust of Rio Ferdinand, why he believes fan channels deserve more respect and his love for Arsenal FC.
The Sports Marketeer Podcast E3: Inside football's fan-powered content revolution with Joel Beya