How Social Media Redefined the Sunday Football League Landscape
To some, Sunday league football is merely a gathering of friends for a casual kick about to fill in the free time. To others, this form of football has become their primary medium of sports entertainment.
Thanks to the growth of social media, the past ten years has represented a drastic change in Sunday League football with a number of teams growing in popularity and amassing millions of views across social platforms.
Coined as YouTube football teams, the biggest clubs around are largely based in London.
Baiteze Squad are one of the front runners in this space, amassing a following of over 500,000 people across social platforms.
Created by a group of friends playing 5-a-side football, they progressed from creating entertaining football challenges to playing 11-a-side football at the legendary Hackney Marshes, to playing in front of thousands on multiple occasions at professional stadiums. Baiteze Squad have grown into a household name, working with brands like New Balance and Carmex and have previously been crowned champions of England.
Every week thousands of fans tune in online to watch a 30-minute video of highlights and the most entertaining behind the scenes footage of their favourite personalities.
Baiteze Squad and others such as SE Dons, Palmers FC and Hashtag United others have pioneered the increased popularity of YouTube football.
Ibrahim Ugradar works behind the scenes for Baiteze on social media and branding and previously sported the Baiteze goalkeeper strip.
“Social media makes such a big difference, putting more eyes on what we do and raising recognition with TikTok being a particularly great way to do this.
“This allows you to be able to go to brands like New Balance and show them how beneficial working with us can be."
Ibrahim Ugradar
Fans have become more committed and have even shown a willingness to part money by buying match day tickets or merchandise to support their preferred YouTube team.
“Fans are more likely to relate to a 'Musti' (one of the founding members of Baiteze) as opposed to a 'Kevin De Bruyne', said Ibrahim.
“There a level of accessibility you will never be able to have with your favourite professional players, but this has become possible with Sunday League football.”
Working With New Balance
Ibrahim goes into more detail on the behind the scenes realities of releasing a video every Sunday.
Musti - Baiteze Sqaud Legend
Musti - Baiteze Sqaud Legend
With the rising popularity of Sunday League, teams such as Baiteze, SE Dons and Under The Radar have become a lot more lucrative for brands to partner with.
Baiteze among others have shown they are able to compete with Premier League teams on social media.
Baiteze has helped Ibrahim and others launch their external careers as content creators and helped him to work with professional clubs and players who also recognise, support and follow the Baiteze journey.
“Players like Trent Alexander Arnold and (Anthony) Elanga and many other players openly state their support for the club.
“I remember the first tournament I attended and for Baiteze. Michael Essien was there as well as people who worked in football full time. It opened my eyes to possibilities I didn't know were possible.
“I wouldn’t know what I would be doing if I didn’t meet the boys all those years ago playing 5-a side.
“Some of us left roles such as teachers to be full time at Baiteze.
“Sometime we get spotted in public which is cool, and I have been privileged to utilise the Baiteze platform to further my personal career.
“Baiteze changed my life.”
At its core Baiteze started as a group of friends who enjoyed football and decided to film their games on camera. Years later, they can pride themselves as being one of the pioneers in the YouTube football space.
Before Baiteze, Ibrahim was at a low stage in his life but Baiteze helped to restore his mental health.
How Baiteze Have Helped My Mental Health
Behind The Lens
Jaz has been the camera man for Baiteze squad for over a year now, and is able to provide a unique perspective.
He therefore plays a pivotal role in how determining how Baiteze are presented to their online following.
“Social media is a huge driver for the brand. It’s how people know us. It’s how we connect with our audience. We literally built everything off the back of social media platforms like YouTube and Instagram where pictures and videos are crucial here, said Jaz”.
Jaz also balances full time job with photography.
“The working week always looks forward to spending Sundays with the funniest people in the world.
“It is surreal having the opportunity to be the photographer for such a big squad. Sometimes I don’t feel like I deserve this opportunity.
“Baiteze create such a professional environment so I know I’ll be ready for the step up into the professional game.
“Baiteze always get to the finals of competitions. So doing photography for the London Cup final where we beat SE Dons 3-1 at AFC Wimbledon’s stadium was a 10/10 experience.
""I felt just as happy seeing Baiteze win London cup as when I see Arsenal win trophies like the FA cup.
“One day I see Baiteze becoming the best Sunday league team in Europe instead of just England."
Meet Rootz TV - the man who religiously covers Sunday League and Grassroots Football
Rootz TV started his platform six years ago because he wanted to provide more coverage for grassroots football and Sunday league whether it be going to games and conducting interviews.
“I always felt like I wanted to get more personalities out there and tell more stories that go under the radar.
“I have seen some of these teams grow into household names and brands across the globe. Sunday League is massive.
“This is my baby. This is what I do.
Rootz TV has 60,000 followers on Instagram and YouTube.
“With Sunday league football, you can be more expressive, creative and generally be yourself.
“Saturday football is a lot more serious as there is money at stake and players are still hopeful of becoming professional players.
“Sunday league has been seen a more of a jolly up with your friends. So it is seen as more light hearted.
“With the increase of games being filmed, we are seeing Sunday football becoming more competitive alongside as well as remaining more enjoyable.
What is the future of the YouTube Sunday League Football space?
The ground has been laid for Sunday league teams to grow. With the endless possibilities, many more Sunday league sides are beginning to get their cameras out and film their games.
The London FA has worked with teams in London to create the Sunday Football League (SFL) which aims to brings London’s best sides into one league. The SFL has run for two years and aims to grow its competitiveness and commercial value in the coming years.
In a social media era the younger generation have played their card and engaged massively with YouTube teams. This is a trend that looks set to continue in the future.
Ibrahim: “It is becoming more normal to support two football teams. For example, on Saturday you watch Arsenal and on Sunday’s you watch Baiteze”.
Image Credits
-Jazstna - Baiteze squad related pictures & videos Baiteze
- Se Dons FC
- Rootz TV
- Palmers FC
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