Independent studio Formation Games is getting in shape for the English Premier League season with a new campaign for its Club Game, bringing to life every fan’s belief that they could manage a football club better than the owners.
Devised by Ace of Hearts, and fronted by legendary broadcaster Jeff Stelling, “Football shaped thoughts and feelings on football club owners and other football things” is a playful nod to his past-paced broadcasting style.
It opens with the former presenter of Sky Sports Soccer Saturday pop up unexpectedly around the country to hear fans’ hottest opinions, and, from there, the series turns reactive, seeking out supporters with particularly strong views on how their clubs are run and putting them on the spot.
Club Game is designed to go beyond the standard fantasy football framework; fans build their dream club from their phone, taking control of stadium upgrades, managing transfers and loans, investing in backroom staff and designing the club crest, with their side scoring points based on real players’ performances.
Football ownership has never been more of a talking point, from Wrexham’s Hollywood fairytale to KSI’s recent involvement at Dagenham & Redbridge, which Club Game sponsors this season.
Throughout the Premier League, and after, Formation Games will keep the conversation running, reporting back on fans’ thoughts and feelings on club ownership through a steady stream of content across social and contextual OOH.
Stelling commented: “We’re yet to see how the 2026/27 season plays out, but pre-season hasn’t disappointed – big transfers, new managers, and boardroom drama! The question is, could you do a better job of running a football club? That’s what we’re putting to the test with Club Game, where fans can prove if they can run a club better!”
Teased on Stelling’s own X channel last week, here, the activity garnered 1.5 million views in the first day, and featured top in Trending.
Formation Games co-founder and chief marketing officer Tom Russell said: “The most interesting shift in football isn’t happening on the pitch, it’s in the boardroom. Every fan has a view on the wage structure, transfer strategy, stadium plans and the staff hires. Jeff’s online tv show captures the ownership zeitgeist with a bit of levity and there’s no better place than Club Game for fans to prove they can do it better.”
Ace of Hearts executive creative director and partner Rasmus Smith Bech added: “Football runs on the unshakeable belief that you, personally, could do it better. So rather than argue with that, we thought we’d let everyone prove it, and put Jeff Stelling behind a desk to do the asking, because if anyone has earned the right to call football’s noisiest voices out, it’s him. It’s a little bonkers, and lands somewhere between Sky Sports and Anchorman.”
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