Social Media Challenges – What can the A-League learn from FC Barcelona and PSG?

FC Barcelona and Paris Saint Germain (PSG) are two of the biggest clubs in world football, with over 400 million connections on various social media platforms.

Both of these clubs are pioneers when it comes to its use of social media.

They continue to effectively deal with different challenges such as the growing number of audiences, social media channels and production of appropriate content for different locations and languages.

For example, PSG have four separate social media channels in China that are only relevant for that market.

China, alongside Thailand, is now among the club’s biggest markets.

However, controlling all of these factors is a difficult task. PSG chief digital officer, Russell Stopford, explained to fcbusiness: “For us, the challenge is the slicing and dicing – creating the right content experiences for the different demographics on the right channels.

“In order to do that, you need an incredibly sophisticated content production model and to be really fresh with ideas, as the new channels are constantly finding new user behaviours.

“It is about being creative and trying to be brilliant in terms of what we are trying to create.”

Spanish champions FC Barcelona focus heavily on engagement, but also recognise the complexities of expanding their scope of operations. Digital director Enric Llopart, added: “It is getting more and more complex.”

“Take Instagram for example. A few years ago, you just posted images. Today you have stories and Instagram TV. Multiply that for all the different platforms and formats, plus different languages, it brings complexity.

“We believe in engagement and making sure that every piece of content we do is well thought through for that platform and audience – and that it works properly.

“We obsessively measure everything we do in terms of engagement parameters, because we believe it is important to grow the audience quantitatively, but also qualitatively.

“We make sure we bring fans into the mix. We have core fans more engaged, casual fans that we hope become more engaged and new fans getting on board.”

Accountancy firm PwC announced last year that engagement with younger audiences is the biggest challenge for a sporting business. According to the firm, the next generation of fans have multiple consumption methods but also different expectations.

This will be something Australian football needs to focus on, with the current Fox Sports broadcast deal expiring in 2023. It is imperative that those in charge strike the right balance in the next arrangement, giving younger fans more choices and easier accessibility to their product.

Llopart adds: “We are absolutely aware there is a big shift in content consumption and behaviour in younger audiences that will affect football. We need a certain paranoia and to be obsessed with what happens with the younger audiences and how we can connect with them.

“It’s a matter of being where they are in the content and the formats that they love to consume. This means launching on the likes of TikTok. It also means developing an esports division as a way to connect with young global audiences that may not consume a 90-minute game, but may consume an esports competition.”

Esports is critical for connection with younger audiences. The E-League in Australia kicked off last weekend, with a new format for the players on the Xbox and PlayStation systems.

This is the third season of the Australian competition, as those running the game look for further revenue streams and hopefully converting the younger audience into permanent fans of the A-League.

That is not an easy task, with children of a younger age playing games such as FIFA as much as, if not more than watching and playing the sport of Football.

The audience of these esports matches also gives clubs insight into how the younger generation is interacting with their devices.

Stopford adds: “The challenges are also at the product level, some of the features and functionality we have got used to on social media over the last 10 years or so, are not chiming with younger audiences. How do we respond to that?”

In 2019, PSG became the first major European club to sign a deal with a Dota 2 team – Chinese organisation LGD Gaming. The team now uses PSG as its name.

“There are esports opportunities particularly in the Far East with the stuff that we do. Through the partnership with LDG in China, we have multiple different teams, playing different games over there,” Stopford explains.

“The reason we do that is for brand diversification and to find new audiences and to connect with those new audiences. We don’t want to create content which is not addressing the core PSG fan, but it is important to be looking at the younger audiences – and those that are not necessarily watching football.”

The use of social media has become increasingly important for significant club launches.

Last year, PSG conducted an enormous partnership launch with leisure wear brand, Jordan.

Stopford explained: “We created a whole story telling universe, it went from a 26-minute documentary, to massive amounts short form videos on social stories and a live content launch on the day. There were lots of celebrities and influencers, a dance and fashion show.

“This year we had a pre-season tour in China. We had a fashion show with most the players for the Jordan away kit launch this year – our second kit. It was an iconic experience around a story, rather than a commercial angle.

“That said, the latest kit launch, the third kit, which is a Nike kit, rather than Jordan, reflected the original Nike PSG kit from 30 years ago. The focus of the social media launch, followed the 60-fold increase to the e-commerce store, compared with an average day. That was an example of how can show how our social content affects the commercial result.”

Launches like this may not necessarily be realistic for an A-League club, but more can definitely be done.

The arrival of Keisuke Honda last season for Melbourne Victory, one of Asia’s best ever players, was undersold by the club.

A player of that calibre competing in the Asian Champions League, should have been appropriately promoted to the world across social media.

The Honda signing was a missed opportunity, if we compare it to the way he was launched at Botafogo recently.

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The Athlete Management System changing the Data Game

In today’s high-performance sports landscape, data is a game-changer, and the Teamworks AMS has been regarded as the gold standard in Athlete Management Systems (AMS)

Teamworks is a company dedicated to helping athletes, and the people who support them, reach their full potential through innovative technology.

The company is built by athletes, for athletes, and exists to serve and support the world of sport.

Since its founding in 2006, Teamworks has experienced strong and steady growth.

By continually investing in its team and bringing together top-tier tech companies through strategic acquisitions, Teamworks has been able to offer even greater value and service to its customers.

What started in Durham, North Carolina, has now grown into a global presence—spanning 11 countries and supporting athletes and elite sports organisations around the world.

As of 2025, the company has grown to over 450 employees and has secured $165 million in funding.

The company offers a variety of products and services, however, it’s one of their products, the Teamworks AMS that is changing the data game.

Teamworks AMS is part of the Teamworks Performance lineup, which also includes Teamworks Nutrition (formerly Notemeal).

Together, these connected tools help practitioners and sports scientists provide personalised, well-coordinated care for athletes—boosting performance while helping to prevent injuries.

Teamworks’ AMS helps integrated and multidisciplinary sports performance teams deliver personalised and unified support to elite athletes.

By bringing all the data into one place, it gives coaches and specialists a clear, real-time picture of each player and the team as a whole—so they can make smarter decisions that drive performance every single week.

Teamworks AMS focuses on three key areas to support athlete performance: keeping athletes ready, reducing injuries, and driving long-term development.

Keep Athletes Ready to Perform

By bringing together data on workload, fitness testing and nutrition, users can create tailored programs that help each athlete stay healthy, prepared, and performing at their best.

Reduce Injury Risk and Support Recovery

Integrating performance and medical data makes it easier to identify athletes at risk or in recovery. Foster collaboration to speed recovery and help the athlete return to peak performance.

Develop Each Athlete’s Potential

Leverage data to create personalised development plans built around each athlete’s strengths and areas for improvement—supporting growth both physically and mentally.

Teamworks AMS aggregates performance, health, and medical data from over 100 connected wearables and technologies—giving users more time to focus on analysis and action.

Through the use of the Teamworks AMS app, athletes can build custom, visually rich dashboards to spot trends, make smarter decisions, and help boost performance while reducing injury risk.

So why should Australian soccer clubs and organisations use Teamworks AMS?

In a sport where every detail matters—player readiness, injury prevention, and long-term development—Teamworks AMS offers a cutting-edge solution that will Australian soccer clubs elevate performance and stay competitive at all levels.

Soccer is fast-paced, physically demanding, and leaves little room for unpreparedness.

Teamworks AMS pulls together data to create tailored programs that keep players fit, fresh, and ready for matchday.

With a long season and tight schedules, injury risk is constant.

Teamworks AMS integrates medical and performance data to help identify early warning signs and streamline return-to-play strategies.

This collaborative approach ensures better communication at clubs between coaches and medical staff—minimising downtime and maximising impact on the field.

Whether nurturing academy talent or refining senior players, Teamworks AMS helps coaches and performance staff build data-driven Individual Development Plans.

These plans are tailored to each player’s strengths and weaknesses, supporting both physical growth and mental resilience—critical for consistent performance in competitive soccer.

With the A-Leagues, NPL, and youth academies continuing to grow in professionalism and player expectations, Australian soccer clubs need tools that keep pace.

In a world where performance is defined by precision, Teamworks AMS stands out as the gold standard in athlete management—empowering teams with the data, tools, and insights they need to unlock peak potential and stay ahead of the game.

Inaugural Female Referee Mentoring Program Launched by Football NSW

Football NSW has launched the Female Referees Mentoring Program, a groundbreaking initiative which aims to support and develop  female referees throughout the state.

This unique program builds on the groundwork set by recent NSW Football Legacy scholarship initiatives, continuing to create opportunities and support greater gender diversity in football officiating.

It’s another strong example of Football NSW’s ongoing commitment to developing and supporting female referees.

Football NSW’s Referees Development & Education Manager Emma Kocbek highlighted the organisation’s commitment to empowering female referees through mentorship, fostering inclusion and strengthening the game with greater diversity.

“Football NSW is committed to creating an inclusive environment that encourages women to thrive in all aspects of the game,” Kocbek said in a press release.

“This mentoring program is a significant step forward in empowering female referees, providing them with the tools, confidence, and mentorship needed to succeed at higher levels.

“We believe that diverse refereeing panels lead to a more dynamic, fair, and engaging game for everyone.”

The Mentoring Program is designed to support Level 3 and Level 4 female referees by connecting them with experienced mentors.

Through tailored guidance, real-world advice, and ongoing support, participants will grow their skills, build confidence, and develop as leaders on and off the field.

This support will help them advance in their refereeing careers while also playing a part in encouraging more women to get involved in officiating—across NSW and beyond.

This innovative initiative is part of Football NSW’s wider commitment to increasing female involvement and leadership at all levels of the game.

By backing and developing female referees, Football NSW hopes to inspire more women to take up officiating and help build a football community that is more inclusive, diverse, and representative of everyone who loves the game.

Football NSW’s Head of Women’s and Schools Football Hayley Todd emphasised that ongoing government funding is vital to grow mentoring programs, boost referee numbers, and build a stronger, more supportive sporting community.

“Government funding plays a crucial role in the successful implementation and growth of the mentoring programs,” Todd said in a press release.

“As participation numbers continue to rise, sustained investment is essential to ensure we are not only increasing the number of referees but also enhancing their skills and confidence.

“By prioritising this investment, we can build a more robust and well-supported sporting community that benefits players, coaches, and referees alike.”

In the coming weeks, Football NSW will be working closely with Referee Branches to identify both mentors and mentees for the program.

This project is proudly backed by the NSW Office of Sport through the NSW Football Legacy Program, and by the Australian Government’s Department of Health and Aged Care through its Play Our Way Program.

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