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want, they’re getting an illegal Serbian download or Vine videos of goals, so the scarcity is no longer in the rights; the scarcity is in creating original content.’
We introduced new talent and new formats, and we ended with the line, which was: ‘Telling the stories outside of the 90 minutes to make the 90 minutes matter more.’ That’s what got us awarded the money that saw us launch COPA90 in October 2012.
How did COPA90’s brand identity and narrative as a champion of the fans begin to form?
There wasn’t a football media brand that represented young fans and championed fan culture. In fact, most of the media that is involved in the game, certainly back in 2014, was almost exacerbating and playing a role in diminishing fan culture.
Plenty of the guys working with us then, and that are still working with us now, said they felt completely disenfranchised and priced out
by football.
Watching the live game was becoming more expensive and less appealing, and watching on TV was incredibly expensive. And so we took that as our target audience. This is the next generation of football fans who are feeling priced out and disenfranchised. It was reclaiming football as
a game of the people and saying, ‘We want our ball back’.
70 People's Champion