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

27 August 2021

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Photo: Alamy Sevilla FC's director of communications, Jesús Gómez, celebrating a victory in the background wearing a suit and red tie.

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.

In March 2020 Jesús Gómez had a problem: how do you produce content to promote a football club when there is no football?

When matches were cancelled at the height of the Covid-19 pandemic and players were forced to train alone at home, the Sevilla FC director of communications had to find another strategy.

"We had to improvise and search for new content. We didn't have access to the more classic content, like from training sessions," he tells.

"We entered a new world."

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