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In early September we organized the webinar “Content that Cuts Through the Noise” and invited Matthew Barrett, CEO of Goal Click, Simon Meehan, Head of Content at Newcastle United and Diogo Canas, Assistant Director of Digital & Social Media at New England Revolution as experts. You can watch the recording here.
This article features the four key questions of the webinar and the answers of our three experts. This is for you, if you want to see great content examples and get highly valuable insights from international content professionals.
What is one campaign or content partnership your club (or club partner) has created that most people here will not have seen?
Matthew Barrett, Goal Click: We created a series with Manchester City focused on their US fanbase ahead of and during the FIFA Club World Cup. The content was posted on all Manchester City social and digital channels (global and US) and contributed to a record month for their US channels. Example story: Dallas – Emilio.
Simon Meehan, Newcastle United: Our signings series with fans telling our new players what it means to play for NUFC and why it is such a special place. (Check them out – here, here and here).
Diogo Canas, New England Revolution: I have two moments to share, one from my time at Benfica and another more recent from the Revolution.
The first was a collaboration between Benfica and Ajax in 2022. It was an early example of two clubs using Instagram’s Collab feature ahead of a major Champions League match. We co-created a short film for the first leg of the Round of 16. It was a pure football culture piece that resonated deeply with fans of both clubs, built on mutual respect and narrative synergy between two historic teams. The reaction was amazing, even Gary Lineker shared it. For me, it showed that powerful content isn’t about big budgets. It’s about timing, tone, and understanding the fan mindset.
The second example is a tweet, not a campaign, but it follows the same principle: reading the moment. Last October, the Revolution played Inter Miami. Messi came off the bench, changed the game instantly with an assist and two quick goals, and capped it off with his first MLS hat trick, a moment that drew global attention. We responded with a simple reaction tweet to his second goal, a nod to Bayern Munich’s iconic “not even saying it this time” Ronaldo tweet from a few years ago. It went viral, with 3 million impressions. Again, it wasn’t about a big production. It was about knowing when to react quickly, in an entertaining way, and letting football speak for itself.
Outside of your own club, is there another club or organisation that you think is doing a great job in this space, and why?
Matthew Barrett, Goal Click: The FA. Over the past few years they have had the boldness and confidence to tell stories around England fans, elite players, grassroots football, volunteers, and para football in a powerful way. Our work with them around England fans during Euro 2024 and around behaviour in grassroots football are two of our best collaborations.
Simon Meehan, Newcastle United: Love Anderlecht, particularly their Instagram. Each post is something that is a beautiful asset that can standalone, and would not be out of place whenever it is served to you by the algorithm. A great way to bring audiences in round a club and league that doesn’t get the same volume of attention as other leagues like the PL.
Diogo Canas, New England Revolution: I actually agree with Simon. Anderlecht is doing an excellent job, especially on Instagram. Their content feels elevated and cohesive. Every post can stand alone while still fitting the overall brand, which is something a lot of clubs struggle with.
Another strong reference is Venezia FC. A few years ago, they set the standard by positioning themselves as a lifestyle brand, visually distinct and fashion-driven. But here’s the thing. A lot of clubs tried to copy that approach, and it didn’t always work. Your social identity can’t exist in a vacuum. It has to reflect your entire brand. You have to ask: does this make sense for our club?
AFC Ajax is another standout. They are not just creative, they are constantly innovating. That mindset is what keeps them ahead.
I’d also highlight Juventus. They’ve made a real effort to connect with Gen Z through platforms like TikTok and Twitch, and it shows. They’re not afraid to experiment, and they’re building a tone that feels fresh and distinct from traditional football communications.
In terms of measuring success, is there a key metric that is rising in importance?
Matthew Barrett, Goal Click: We are seeing a desire for deeper engagement with international fanbases. It can be for a variety of reasons, but clubs, organisations, and brands are all wanting to tell the deeper, personal stories of fans overseas and show what an overseas supporter can look like. For example, when we worked with Bundesliga and Bayer Leverkusen to tell the stories of Leverkusen fans from around the world when they won the league title in 2024.
Simon Meehan, Newcastle United: It depends what you are trying to achieve as an organisation. I am very focused on a) what is really resonating across our core fanbase and new audiences at the same time and b) what works for partners, according to their objectives, whether that’s reaching or converting.
Diogo Canas, New England Revolution: From an organic perspective, shares and saves are becoming increasingly important. They signal emotional relevance, not just reach. It’s not only about how many people see your content, but how many find it worth keeping or sharing. That level of engagement is becoming a key metric.
With an almost unlimited amount of potential content, how do you decide what gets the green light (and will stand out from the crowd)?
Matthew Barrett, Goal Click: Alongside all the normal metrics, it also helps to have a cost effective solution to budget restrictions! The Goal Click method (remote production, no travel) can be significantly more cost effective and more scalable, such as when we worked with Concacaf on the 2023 Gold Cup to tell the stories of 16 fans in 16 countries simultaneously with no travel or production shoots.
Simon Meehan, Newcastle United: We want to tell the stories of this club, its people, fans and city. We want to do that authentically, and be true to what makes the club so special and the fans so passionate. So that is the starting point, and we are still working on getting this right!
Diogo Canas, New England Revolution: We usually ask three things. Does it feel true to the club? Is it relevant to our fans right now? And will it make someone stop scrolling?
If it checks those boxes, it typically moves forward. But one thing we’ve learned is that you have to be willing to kill good ideas if the timing or tone isn’t right. That’s not always easy to explain, but content needs to serve a purpose. It’s not just about looking good. It has to be meaningful and on brand.
