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.
