As I mentioned last week, I’m working on a pitch for the Caledonian Braves F.C. The Caledonian Braves FC is a semi-professional Scottish football club currently competing in the Lowland Football League, the fifth tier of the Scottish football system.
The club began life as Edusport Academy, founded in 2011 as a residential academy that brought young French football players to Scotland to combine football training and education.
Based on the research I’ve been doing for the last week, short-form player profiles are the way to go. The bigger teams do them really well, especially Arsenal.
Basically, I’m going to pitch that we do heavily produced biographical player profiles. The team has done them before, but the public-facing content wasn’t emotional enough to do the heavy lifting of building lifelong fans (Laire Digital, 2025).
I’m taking what I learned about my target demographic last week and building my presentation around 18–34-year-olds. This is easily the most responsive and tactically valuable demographic for Scottish football clubs, especially those outside the top tier.
This age demo has the highest interest in behind-the-scenes content, docuseries formats, and club storytelling. They are more open to “underdog” or “indie club” branding, which benefits non-elite Scottish clubs like those in the smaller leagues, and are the most likely demographic to attend matches socially rather than out of long family tradition. They have a strong interest in football analytics, transfers, and memes, which are all good for engagement (Fee-Platt, 2025).
REFERENCES
(n.d.). How to Gain More Customers Through Compelling Video Content. Laire Digital. Retrieved December 6, 2025, from https://www.lairedigital.com/blog/how-to-gain-more-customers-through-compelling-video-content
Fee-Platt, J. (2025, November 11). As younger generations consume more sports through streaming, location has less impact on fandom. New York Times. https://www.nytimes.com/athletic/6784532/2025/11/11/global-sports-fandoms-streaming-younger-generations/
Recent Comments