View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

  1. News
June 30, 2022updated 30 Sep 2022 11:29am

Declan Rice signs for Goal: Player-led video strategy launched

By Dominic Ponsford

England and West Ham midfielder Declan Rice has signed an exclusive deal with Goal as part of a new player-led video strategy for the brand.

Goal is owned by FootballCo which claims to be the world’s largest football publisher by some margin. Footballco reaches an audience of 640 million a month with one billion video views across its main Goal website, apps, video player, social media channels and other brands.

Goal has more than three million followers on its Youtube accounts and debuted its first Declan Rice video there this morning. Box to Box is a nine-minute video in which Rice opens five different boxes containing symbolic objects from his life.

The plan behind player-led video is to provide a sympathetic forum for players to express their personalities in more depth than post-match interviews. It provides extra exposure for their sponsorship interests and also provides them with extra video content which they can use on their own channels.

Player-led video will see produce a variety of short and medium form videos for publication on Youtube and social media platforms.

James Lamon, senior vice president for content and creative at Footballco, said: “Players are an endless source of fascination for fans who want to know their heroes on and off the pitch. We see a huge and unaddressed opportunity to tell player stories for fans in a way that connects to the emotions that make football interesting in the first place.

Content from our partners
New technology from EX.CO helps publishers double on-site video revenue
Five ways to fail in media job interviews
How Germany's Ippen.Media mastered content planning across 86 newsrooms

“Our objective with player-led video is to make compelling sports entertainment. The traditional coverage isn’t tailored for today’s platforms. Tiktok, Youtube, all the popular platforms require creativity and storytelling that you can’t achieve with a standard post match interview. While we’ll never rival the emotional peaks of the live window, we think we can complement and enhance those peaks by crafting entertaining video in collaboration with players.

“Declan is the perfect player and launch partner for us. He’s dynamic and passionate on the pitch, well-liked by his peers, and great in front of the camera. By working closely with Declan we’ll be able to show fans more of him ahead of the World Cup.”

Other new shows planned by Goal include a car interview show inspired by music featuring Newcastle and France winger Allan Saint-Maximin, and a city tour format starring Liverpool Women’s homegrown midfielder Missy Bo Kearns. is mainly advertising-supported. Parent company Footballco employs some 300 staff worldwide including 75 in the UK. Its brands comprise: Goal, Germany multisport website Spox, Netherlands-based Voetbalzone, Italy’s, Koora, print title Mundial and “Player” video player.

Picture: Reuters

Topics in this article :

Email to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network