Inside the FMA App: The Toolkit Football Clubs Use to Run Marketing
A walkthrough of the Football Marketing Agency App — content calendar, sponsorship pipeline, and fan-data dashboards built specifically for football clubs and academies.
What changed in the latest update
- — Initial publication.
Most football clubs run their marketing operation across a Notion doc, a WhatsApp group, three spreadsheets and somebody's iCloud drive. The FMA App exists because that operating model breaks the second a season actually starts.
What the FMA App is
A purpose-built operations platform for football clubs and academies — not a generic SaaS retrofitted with football-flavoured screenshots. The four core modules:
- Content Calendar — matchday-aware scheduling that knows when your fixtures are, who owns each piece, and which sponsor is attached.
- Sponsorship Pipeline — outbound CRM with deal stages, asset inventory, and renewal forecasting, built around how football sponsorship actually closes.
- Fan Data — first-party data store with segmentation by season-ticket status, attendance recency, and merch behaviour.
- Reporting — weekly dashboards you can hand to a chairman or sponsor without re-formatting them in Excel.
Who it's for
Clubs and academies running a real marketing function — typically with at least one full-time marketing or commercial hire. It is overkill for a single-volunteer grassroots club, and it is too narrow for a Premier League club with bespoke internal tooling. The sweet spot is non-league through to USL Championship, and academies of any size.
What it replaces
Most users replace some combination of: a content calendar in Notion or Trello, a sponsorship CRM in HubSpot or Pipedrive, a fan-data sheet in Google Sheets, and a manual reporting deck rebuilt every Monday. The cost saving is real, but the bigger win is consolidating the four into one source of truth so your marketing manager actually has time to do marketing.
Pricing
There is a free tier (single-user, content calendar only). Paid plans start in the low hundreds per month and scale by club size. Pricing is on the app itself.
How to try it
Sign up at app.footballmarketingagency.com. The free tier doesn't require a card. Most clubs are productive in the platform within a week.
Frequently asked questions
- Is the FMA App only for professional clubs?
- No — the free tier is used by grassroots and academy clubs, and paid tiers are used by semi-pro and professional clubs up to USL Championship and EFL level.
- Does the FMA App integrate with Instagram and TikTok?
- Yes — content can be scheduled and published to the major social platforms directly from the calendar, with matchday-aware automation.
- Can the FMA App handle sponsorship contracts?
- The Sponsorship Pipeline module manages deal stages, asset inventory, renewals and reporting. Contract storage is supported via integrated cloud storage — full e-sign integration is on the roadmap. ## Changelog - 2026-04-29 — Initial publication.
