What Does a Football Content Creator Do?

As of the 2025/26 season, the Bundesliga has granted independent fan channels the rights to stream live games on Friday nights.

These channels include That’s Football – a YouTube channel led by content creator Mark Goldbridge, whose real name is Brent Di Cesare. Now with the rights to stream Bundesliga fixtures for free, this revolutionary move is an attempt to take a “progressive step in how top-level football can be experienced,” according to Peer Naubert, CEO of Bundesliga International.

A sign of the growth content creators have experienced in recent years, That’s Football boasts over 1 million subscribers, and a social media following rivalling that of some players. Traditionally unacknowledged by mainstream media, Naubert’s comments seemed to signal a shift, stating: “This multi-layered strategy allows us to connect with more audiences across the UK and Ireland, giving every supporter the chance to engage with football in the way it’s meant to be experienced, in the way that suits them best.”

As well as Di Cesare, many others have followed suit, with independent content creation not only becoming a viable career opportunity, but also actively encouraged by professionals giving advice on how to build a portfolio as a media student. This content can range from podcasts, to writing, to videos published on social media. It receives more and more attention from a growing audience as we progress further into the digital age.

For the last four years, Lucy Casey has been creating content for both external platforms and her own, including her personal YouTube fan channel, The Arsenal Humans, which focuses on both the men’s and women’s teams at the North London club. 

Speaking to GIS, Lucy said: “I love how when social media is used correctly, it can give people a voice and create positive communities.”

Creating both short and long-form content, Lucy discussed the amount of time and effort she invests into her craft, which has culminated in a presenting role at AFTV (Arsenal Fan TV), as well as appearances on both talkSPORT and Sky Sports, again highlighting the shift in mainstream media’s attitude in favour of online content creators.

“The amount of time I spend on creating content varies a lot depending on the platform I’m using,” she said.

“For instance, on Instagram or TikTok I use short form content of less than 60 seconds, whereas when I produce my weekly episode for The Arsenal Humans, this tends to involve a lot more preparation, filming and editing since the videos are uploaded to YouTube and usually run around 30 minutes.”

With such a dynamic and fast-paced role, there naturally comes a lot of competition, and it would be understandable to question how difficult it is to repeatedly think of new ways to engage your audience. The secret, Lucy believes, is passion.

“Ideation is easy when I’m creating content around a topic I enjoy. For instance, there are always new things to talk about with Arsenal, whether it’s analysing a striker’s shot or sharing my thoughts on a new kit.”

Lucy then went on to discuss what makes a successful content creator, and what types of skills they need. After outlining the breadth of content creation, emphasising that the umbrella term can cover anyone from presenters to camera operators, Lucy highlighted the importance of authenticity, and knowing how you can stand out from the crowd.

“It’s important I have an authentic voice and a USP (Unique Selling Point). For me, it’s talking about both men’s and women’s football equally, something rarely seen in this space.”

“No matter what type of content you want to create, I think it’s important to be able to adapt, constantly motivate yourself to stay consistent, and remain authentic to yourself. Also, if there are specific hard skills you need, like using Premier Pro, it would be wise to practice them in your own time to develop further- everyone’s always learning!”

Providing students with both the expertise and resources to help develop the skills needed to succeed in the ever-changing media industry, GIS runs a wide selection of postgraduate degrees. To discover more about our programmes, visit our course offerings page.

“Two years ago,” Lucy concluded, “I posted my first reel on Instagram and TikTok on why I thought Rice would be a great signing for Arsenal, and it’s safe to say I not only manifested his brilliance but also made many friends and created lots of great memories since then! 

“I continue to create content for the pure love of it, as well as the people I connect with.”Article by Zakaria Anani