Preseason in the Spotlight: Clubs Leverage Digital Platforms to Connect with a Global Audience

The summer of 2025 marks a new era for football clubs, as the traditional preseason gives way to an immersive, digitally-driven experience. Gone are the days when fans would wait for the new season to begin with only a few match reports and highlights to tide them over. For the 2025-26 campaign, clubs are leveraging their digital platforms—from websites and mobile apps to social media and streaming services—to provide unprecedented access, generating excitement, and strengthening the bond with their global fanbase. This shift isn't just about providing content; it's a strategic move to engage fans on a deeper level, create new revenue streams, and build a powerful, year-round brand presence.

A 360-Degree View: Beyond the Pitch

Preseason has always been a time of renewal and anticipation. New signings are integrated, new kits are launched, and new tactical philosophies are tested. This year, clubs are giving fans a front-row seat to all of it. A central part of this strategy is a focus on "behind-the-scenes" content. On platforms like YouTube, Instagram, and TikTok, supporters can get a glimpse into the daily life of their favorite players and coaches. This includes everything from exclusive footage of grueling training sessions and tactical talks to more lighthearted content like player challenges, interviews with new signings, and bloopers from team photo shoots.

For example, clubs like Manchester City and AC Milan have utilized their social media channels to showcase the launch of their new 2025/26 kits, offering fans a look at the photo and video shoots with key players. This kind of content makes the preseason feel more personal and relatable, transforming the fan experience from a passive one to an interactive one. The use of different platforms is also key, with short-form video content on platforms like Instagram and TikTok proving particularly effective for reaching a younger audience and generating high engagement rates.

The Streaming Revolution: Live Matches and Exclusive Access

The biggest change, however, is the way clubs are broadcasting preseason matches. Rather than relying solely on traditional broadcasters, many clubs are taking their content directly to fans through their own digital platforms. This year, we've seen an increase in clubs offering live streaming of friendlies on their official websites, apps, and even through new partnerships with platforms like YouTube Membership. This approach serves multiple purposes. For dedicated supporters, it offers a reliable and centralized place to watch matches, often with exclusive commentary and features. For the clubs, it's a powerful tool for data collection, a way to directly monetize their content, and an opportunity to drive subscriptions to their premium digital services.

Clubs like FC Barcelona are a prime example of this trend. Their 2025/26 preseason tour of Asia is being streamed live on their official website and app, with an innovative expansion to YouTube Membership for the first time. This ensures that fans around the world, particularly in key growth markets, don't miss a minute of the action. By making live matches a cornerstone of their digital offering, clubs are transforming preseason from a series of glorified training sessions into a key part of the fan engagement calendar, providing value that extends beyond the regular season.

Building a Digital Ecosystem: The Future of Fan Engagement

The emphasis on digital platforms during preseason is part of a larger trend in modern sports: the creation of a comprehensive digital ecosystem. Clubs are no longer just football teams; they are media companies, striving to create a 360-degree experience for their supporters. This ecosystem goes beyond live matches and behind-the-scenes content. It includes a host of other features designed to keep fans connected and engaged.

This includes updated club websites and mobile apps that act as a central hub for all things club-related, from news and articles to ticket sales and merchandise. Clubs are also leveraging data and artificial intelligence to personalize the fan experience. The Premier League's new partnership with Microsoft, for example, aims to use AI to create a "Premier League Companion" that can provide fans with personalized stats, articles, and videos. This kind of technology, while still evolving, points to a future where every fan's digital experience is tailored to their specific interests and preferences.

The monetization of these digital platforms is also a key driver. By offering exclusive content and live match streams to members or subscribers, clubs can generate significant revenue that is not dependent on broadcast deals. This model allows them to cultivate a direct relationship with their fans, bypass intermediaries, and create a sustainable business model for the digital age. The preseason, with its heightened sense of excitement and new beginnings, is the perfect time to launch and promote these new digital offerings.

The Global Village: Reaching New and Existing Fans

A crucial benefit of this digital-first approach to preseason is its ability to reach a truly global audience. Clubs have long undertaken preseason tours to new and emerging markets, and digital platforms amplify this effort exponentially. A friendly match in Japan or a training session in South Korea can be broadcast to millions of fans back home and across the world, creating a shared experience and extending the club's brand reach far beyond the stadium.

This digital focus is particularly vital for connecting with fans in "dark markets" where traditional broadcasting may not be available. By providing their own content, clubs can ensure that no fan is left out. The 2025-26 preseason is proving to be a watershed moment, where the behind-the-scenes glimpses, live matches, and personalized content on digital platforms have become as much a part of the spectacle as the first competitive kick of the ball. This is not just a temporary shift; it's a permanent transformation in how clubs interact with their supporters, solidifying the club's role as both a sporting entity and a digital content powerhouse. The preseason is no longer just a warm-up; it's a statement of intent for the season ahead, delivered directly to the fans in the palm of their hands.