For me, Football has always been more than just a game. It’s a sport that unites fans; sparks debate and creates drama both on and off the pitch.  

Ninety minutes (away from the kids) of pure drama, passion and if you’re an Arsenal fan, inevitable heartbreak. While the players are busy trying to put the ball in the net, there’s another group absolutely smashing it: ‘football influencers’. These guys have turned shouting at TV’s and bantering with friends into full-blown careers which has got brands queueing up like it’s Black Friday at Curry’s.  

From AFTV’s (Arsenal Fan TV) very iconic meltdowns to Filthy Fellas roasting everyone and their mums, football influencers have redefined what it means to be a fan and they’ve done it while pocketing more sponsorship deals than Paul Pogba has haircuts. 

Gone are the days when you had to be a player to have a career in football. All you need is a YouTube channel, a phone or laptop, a Wi-Fi connection, and an opinion stronger than a shot of Wray and Nephews. 

My guy Robbie Lyle created AFTV back in 2012. Like most Arsenal fans, he was suffering from the yearly rollercoaster of emotions (mainly disappointment). Now, Robbie’s turned this suffering into a media empire where fans like Troopz and TY have become household names (in my house anyway). 

Brands seem to love it. Why is that Remi? Because AFTV is relatable and hilariously unpredictable. Forget the pundits in suits on Sky Sports debating how much Declan Rice cost (100 million btw), now it’s Troopz shouting “BACK AGAIN” and TY with his delusional thoughts. 

Now, if AFTV is Arsenal’s therapy session, Mark Goldbridge’s ‘United Stand’ is like a group chat that’s come to life! He doesn’t just react to games – he performs them. Missed chances: he loses his mind, a dodgy VAR decision: it’s like watching a one-man West End show, but with more swearing. His live watch-along regularly pulls in tens of thousands of viewers, all spamming the super chats like they’ve got a spare mortgage payment lying around. Add the sponsorship deals – gaming apps, VPNs, you name it – he’s making more in a month than Onana does for not making any saves! 

While AFTV and Goldbridge are screaming at their screens, Filthy Fellas are laughing theirs off. This group of legends, featuring Poet, Specs and Stevo The Mad Man are the cool kids of football media with enough banter to make Roy Keane crack a smile (maybe). 

I think their style is perfect for brands looking to reach a younger, meme-loving audience. Want to sell trainers? They’ve got you. Pushing a new energy drink? Stick a can on the table, and they’ll make it look sicker than Cold Palmer’s Panenka penalty against Spurs. It’s influencer marketing done right: subtle, jokes and pure vibes. 

Why Brands Are Sliding Into Their DMs 

Authenticity (With a Side of Banter): These influencers aren’t polished pundits; they’re real fans who live and breathe the game. When they recommend something, it feels genuine—like a mate suggesting you try that overpriced burger place that’s “proper peng.” 

Engaged Communities: Football influencers have followers who hang on to their every word. When Troopz says “back again,” Arsenal fans listen. When Goldbridge calls a player a “pound shop Fellaini,” memes follow. For brands, this kind of loyalty is priceless. 

Targeted Audiences: Whether it’s AFTV reaching Arsenal fans or Filthy Fellas connecting with streetwear-loving Gen Z-ers, these influencers know exactly who’s watching—and so do the brands working with them. 

Football Meets Influencer Marketing 

Let’s break down how these creators are smashing it: 

• Troopz and Barstool Sports: Troopz didn’t just take his catchphrases to America; he took his brand. Now he’s collaborating with sponsors on everything from betting apps to fan merch, proving that even Arsenal fans can win sometimes. 

• Mark Goldbridge and Seamless Integration: Whether it’s shouting out a VPN mid-watch-along or slyly mentioning a new gaming app, Goldbridge’s sponsored plugs feel as natural as United bottling every single Premier League game. 
  
  

• AFTV and Merch: Robbie and the crew have mastered the art of merch drops. From T-shirts and mugs with their iconic catchphrases on, their products fly off the shelves. 
  
  

• Filthy Fellas and Streetwear Collabs: Filthy Fellas aren’t just about football; they’re about culture. Their partnerships with streetwear brands and sneaker companies show that football influencers can cross over into lifestyle marketing. 

If you’re a brand that’s looking to get in on the action, hear what I’m saying: 

Let influencers be themselves: no one wants to see Troopz reading a corporate script about the “many benefits of this excellent app.”  

Engage with their community: Football influencers thrive on interaction, so campaigns need to feel like part of the conversation, not a hard sell. 

Embrace the chaos: Whether it’s Goldbridge screaming “What are we doing?!” or Filthy Fellas roasting someone’s opinion, the unpredictability is what makes it work. 

Football influencers are here to stay so now’s the time to get involved. If there’s one thing football fans love other than their club, it’s a good laugh (and maybe a cheeky little discount code).