How a Non-League Club Became a Global Sensation
Every football club dreams of global recognition, but few outside the top leagues ever achieve it. However, one club is rewriting the rules. Thanks to a clever and authentic approach, Eastbourne Borough's social media strategy has turned the National League South side into a viral phenomenon. They are attracting millions of viewers, converting casual clicks into loyal fans, and proving that you don’t need a Premier League budget to capture the world’s attention. So, what’s the secret behind their incredible online success?
The Vision: Taking Eastbourne Borough Global
When businessman Simon Leslie took over Eastbourne Borough, he made a bold promise: to make the club famous worldwide. His first step was to treat the club not as a social project, but as a professional outfit. He provided the resources of a League 2 club and identified media as the backbone for raising its profile.
The plan was simple yet ambitious. They would use all forms of media, especially social channels, to give people a reason to talk about Eastbourne Borough. Of course, this approach was not without its risks.
Overcoming Criticism with a Clear Goal
When the team’s on-pitch results weren’t going to plan, the backlash came quickly. Fans blamed the social media activity for the poor performances. They left comments suggesting the players spent too much time online instead of training.
However, Leslie remained committed to the vision. He understood that the criticism wasn't about the social media itself, but the results. He continued pushing forward, confident that doing the right things consistently would eventually pay off. The turning point came when a spectacular goal went viral, reaching an estimated 100 million people. Suddenly, fans and pundits began to see the genius behind the strategy.
Inside Eastbourne Borough's Social Media Strategy
The success of the club's content hinges on a few core principles. It is not about staged videos or polished corporate messaging. Instead, it’s about capturing the raw, authentic moments that make football special.
- Authenticity is Everything: The content is entirely organic. As social media manager Zach explains, his job is to offer a genuine behind-the-scenes look at the club. There are no scripts, and the best moments are often un-plannable.
- Personality Shines Through: Manager Adam Hinshelwood has become a star of the show. His charismatic, fun-loving personality creates compelling content that resonates with viewers, from diving into training drills to joking with players.
- Consistency is Key: The team posts content consistently, even when results are poor. This dedication helps build momentum and keeps the audience engaged, which is crucial for social media algorithms.
- It’s Not About Perfection: Unlike traditional corporate video, the content is not meant to be perfectly shot or edited. Its power lies in capturing real moments, which makes it far more relatable and shareable.
Turning Clicks into Tangible Results
The millions of views are not just vanity metrics. This online exposure has produced significant real-world benefits for the club.
- Attracting New Sponsors: A back-of-shirt sponsor signed on after their son saw one of the club's viral goals online and told his dad they should get involved. This highlights the power of sponsorship activation through digital reach.
- Recruiting Top Talent: The club’s high profile has made it an attractive destination for players. Agents from higher leagues are now contacting Eastbourne Borough because players know who they are and what they stand for.
- Building Player Brands: The club actively helps players build their own profiles. For instance, this exposure has helped players launch podcasts and even secured one a transfer directly to a Premier League club, a nearly unprecedented move from the National League South. This demonstrates effective athlete-led content creation.
A Model for the Future
Eastbourne Borough’s journey shows the incredible power of a well-executed social media plan. By focusing on authenticity and personality, they have built a global community around a non-league club. Their ultimate goal is promotion to the Football League within five years, and with their ever-growing online fanbase, they have created a powerful engine to help them get there.
