Brentford FC set engagement rate records with launch of original LinkedIn series tackling everyday issues

London, 26.03.19



English Football League Championship club Brentford FC have launched a ground-breaking new video series on LinkedIn, the social network for professionals, which has already seen exceptional results since debuting on 21 March.


The series features prominent members of the Club’s playing squad, backroom staff and operations team discussing everyday issues faced by workers in their careers but seen through the lens of a football club. The goal of the series is to raise awareness of these common issues with advice from people such as the Head Coach, Club Psychologist, Strength and Conditioning Coach and even the Sleep Therapist.


The first episode, titled The Fear of Failure, showed an engagement rate averaging 40 per cent higher than any other Club content on the platform. Upcoming episodes will explore topics such as anger, stress, difficult times, sleep, conflict  and motivation. Each episode has a running time of three to six minutes to make the series accessible for social media audiences and time-poor professionals.


Kurt Pittman, Brentford FC Marketing Director, explained the strategy behind the project. He said: “Thanks to investment from on-demand providers such as Netflix and Amazon Prime, people now have access to huge amounts of entertainment content from football clubs. As fantastic as these productions are, there is very little utility to the content itself for the average fan. What we have been looking at is how we can create content that can actually help people by leveraging the specialist knowledge we have inside the club. The strong results so far show this is content people want.”


LinkedIn is seen as an ideal choice for the project given the audience and the trends for video content consumption. The platform sees approximately 590 million users globally with 260 million monthly active users. Research also shows that 62 per cent of LinkedIn users engage with content on the platform because they found it educational and informative.


Brentford CEO Jon Varney said of the initiative: “The importance of a football club as a leading light in the community cannot be understated. Whilst all clubs work hard on this, sometimes it’s easy to forget the value we are able to impart through the high-performance teams we assemble. We are in a position where we can showcase real life examples of how we deal with challenging situations and that’s exactly what we want to do with this series.”


The series has been written and produced by sports marketing agency Halfspace who have been appointed full-service agency across data and content marketing for Brentford FC.


A link to the first episode ‘The Fear of Failure’ can be found –