Why behind the scenes content is key for Sevilla FC's communication strategy

With matches cancelled during the pandemic, Sevilla FC launched a campaign with videos encouraging people to stay at home and offering lockdown exercise classes.

This was expanded into a popular behind-the-scenes series on YouTube providing fans with matchday insights they wouldn't usually see.

The club say the new content has helped grow their audience as they seek to enhance their brand internationally.

This article is part of a series of interviews with football executives asking what they learnt from the Covid-19 pandemic.