A Real Football Club Content Calendar Example (Week-by-Week)
A worked example of a football club's weekly content calendar — what to post, when to post it, who owns it, and how to keep it sustainable across a long season.
What changed in the latest update
Added the matchday-week vs international-break-week split and a sponsor integration row.
- — Added the international-break template and sponsor integration row.
- — Initial publication.
The single biggest reason football clubs underperform on social is not a lack of ideas — it's the absence of a calendar that survives a busy week. Below is a real, worked example of a weekly content calendar from a club we work with. Steal it, adapt it, run it.
The principle: a "matchday week" template that repeats
The football season is built around match weeks. Your calendar should mirror that. We use one template for matchday weeks and a different one for international-break weeks (where the rhythm is different and content has to be carried by features, not fixtures).
Matchday week template (Saturday match)
| Day | Channel | Format | Owner |
|---|---|---|---|
| Mon | IG Reel | Recap of last weekend's match (15–25s) | Video producer |
| Mon | TikTok | Same Reel reposted natively (no IG watermark) | Social manager |
| Tue | IG Carousel | Tactical breakdown of last match (5 slides) | Editorial lead |
| Tue | X/Twitter | Player Q&A thread | Social manager |
| Wed | IG Story | Behind-the-scenes from training | Video producer |
| Wed | YouTube | Long-form training-ground vlog (4–6 min) | Video producer |
| Thu | IG Reel | Player POV — what they're working on this week | Video producer |
| Thu | Newsletter | Match-preview email to season-ticket holders | Comms lead |
| Fri | IG Carousel | Matchday graphic + key stats vs opponent | Designer |
| Fri | TikTok | Skill clip from training, no music | Social manager |
| Sat AM | IG Story | Coach arriving, kit hung up, pitch shot | Matchday team |
| Sat | All platforms | Live-match coverage (lineups, goals, key moments) | Matchday team |
| Sat PM | IG Reel | 25s match highlights with one-line caption | Video producer |
| Sun | IG Carousel | Player ratings + fan-of-the-match | Editorial lead |
| Sun | TikTok | Tunnel-cam celebration or post-match dressing room | Video producer |
That's 14 planned content drops per week. With a small team, this is sustainable if — and only if — you batch the production.
GoHighLevel
All-in-one CRM, scheduler and marketing automation we use to run club campaigns, ticket reminders and sponsor reporting from one dashboard.
International-break week template
No fixture means no natural news. This is where most clubs go silent and lose 40% of their reach for two weeks. Replace the matchday rhythm with a feature rhythm:
- Mon: Long-form interview with a senior player.
- Tue: Academy spotlight Reel.
- Wed: Throwback content (anniversary of a famous goal, kit, win).
- Thu: Sponsor-funded content piece.
- Fri: "Back to training" content as the squad reconvenes.
How to keep it sustainable
Three rules:
- Batch shoot on Tuesdays and Thursdays. Don't try to film "as you go" on matchday only.
- Build a 4-week template. Once you have one good week mapped out, repeat the structure with new content slotted in.
- Have a single source of truth. A shared calendar (Notion, Airtable, GoHighLevel) where every team member can see what's shipping when.
Sponsor integration row
Add a "sponsor" column to your calendar from day one. Even if the column is mostly empty in the early weeks, having it visible forces the conversation about which posts can carry a partner mention. Sponsors love calendars more than they love decks.
What to do when something breaks
Player injury, manager change, a result nobody wants to talk about — every season has weeks where the plan dies. Always have two evergreen pieces ready to ship in the bank: a long-form profile and a tactical explainer. They keep the cadence going while the comms team handles the live story.
Frequently asked questions
- How many posts per week should a football club publish?
- 10–14 planned pieces of content per week is sustainable for a small in-house team during matchday weeks. Quality and platform mix matter more than the raw count.
- What's the best tool for managing a football club content calendar?
- A shared workspace where the whole team can see status and ownership. We use a combination of Notion for planning and GoHighLevel for scheduling and CRM. The specific tool matters less than the discipline of one source of truth.
- How do clubs stay active during international breaks?
- Switch from a matchday rhythm to a feature rhythm: long-form interviews, academy spotlights, throwbacks, sponsor-funded pieces. Plan international-break content at the start of the season, not the day before the squad scatters. ## Changelog - 2026-04-26 — Added the international-break template and sponsor integration row. - 2026-04-12 — Initial publication.
