The Sports Content Gameplan

#15: Charlie Rowing & Building Global Sports Brands By Being Relatable

Charlie Rowing, social media consultant, sports presenter and creator, joins the Sports Content Gameplan this week. Host Isac Solinaw and Charlie discuss his path into sports content, from early digital marketing roles to moving to Turin to work at Juventus. Charlie explains how social media strategy evolved at major clubs, how a small team handled intense season-long demands, and how Juventus balanced local identity with global appeal while transforming into an international lifestyle brand. He shares key moments in his career, and shares his return to the UK to freelance with clients like DAZN, and discusses shifting to on-camera, essential skills, and his top tips for managing a global brand on social media.  Content talked about in this episode: 00:00 Welcome to Gameplan 01:09 Quickfire Favorites 02:36 Landing Juventus Role 03:53 Juve Brand Shift 05:58 Small Team Big Pressure 07:04 Season Grind 08:25 Local vs Global Fans 10:09 Ronaldo Effect 12:10 Viral Barca Tweet 13:55 Pandemic Content Ideas 15:43 Del Piero Homecoming 17:32 Handling Expectations 18:25 Life After Juventus 19:46 On Camera Transition 22:36 Top Social Media Tips 26:24 Detail and Pet Peeves 28:19 Future Goals and Sports 31:12 Where Sports Content Goes 32:07 Advice for New Creators 33:45 Closing and Guest Pick

#14: Melinda Bergstrand, Future of Sports Marketing & Athlete-Generated Content

(In Swedish) In this episode of The Sports Content Game Plan, host Isac Solinaw talks with Melinda Bergstrand about how sports communication, content, and marketing are increasingly intertwined, and how Swedish sport is shifting from a sponsorship-only focus toward fan dialogue and broader sports marketing.  Melinda explains sports marketing as value creation for athletes, clubs, and federations that also drives societal and business impact. We discuss why many clubs lack an active communication strategy due to limited resources, and how involving younger members can help. Melinda offers three tips for athletes building personal brands, with examples like Ezra Frech and Walter Wallberg, and highlights the growth in women’s sports and athlete-generated content. Mentioned in this episode:  Ezra Frech: https://www.instagram.com/ezrafrech/ Walter Wallberg: https://www.tiktok.com/@walterwallberg Johanna Johnson: https://www.youtube.com/@johannajohnsongolf 00:00 Intro 00:49 Quick Question 04:31 Sports Marketing Today 06:15 How Melinda Found Her Niche 10:07 Hybrid Days and Athlete Background 13:59 Strategy and Lack of Resources In Clubs 18:21 Project Work With Swedish Football Federation 23:02 Communication on Club Level 25:17 Athletes and Personal Brand 29:25 Three Plays For Athletes To Start Create 46:46 The Future of Sports Marketing 50:17 Kreaturs, Authenticity and Ending

#13: Esteban Gonzalez & Creating a 24/7 Global Content Engine

In this episode of the Sports Content Gameplan, host Isac Solinaw talks with Esteban Gonzalez, digital content senior manager for FIBA 3x3, about building a global content strategy for a fast, constant-action sport. Esteban shares his path from early sports writing to joining FIBA 3x3 in 2015, helping grow it to over 10 million followers and managing content operations across 150+ events annually. They discuss how 3x3’s speed shapes storytelling, the need to be creative and different to stop the scroll, and how tools like real-time clipping and automation help scale distribution while protecting brand authenticity. Esteban highlights experimentation, player-led content to build stars, “posted is better than perfect,” maximizing Olympic momentums, and using AI for localization, reporting, and workflow support while avoiding inauthentic trends. 00:00 Show Intro 00:55 Meet Esteban 01:26 Quickfire Social Habits 05:26 Career Origin Story 07:39 Biggest Career Moments 11:20 Why 3x3 Works Online 15:46 From Creator to Manager 19:39 Scaling Global Content 21:16 Encouraging Experimentation 27:02 Three Content Principles 28:33 Players As Influencers 30:49 Beyond Metrics Legacy 35:23 Staying Ahead Of Trends 37:03 AI In The Workflow 40:57 Trends To Watch 44:28 Advice For Creators 46:45 Podcast Guest Pick

#12: Top Plays From First 11 Episodes

In today's episode of the Sports Content Gameplan, host Isac Solinaw recaps the top plays and lessons from the first 11 episodes since the show's beginning, starting with English-speaking guests and then Swedish-speaking ones.  Which tips and tricks were your favorite ones? Comment below! 00:00 Podcast Intro 00:52 Danine Cruz 05:29 Jared Kleinstein 08:34 Valentin Turgot 12:51 Cedric Warlop 14:45 Hannah Palpant 24:59 Nick Rajacic 26:30 Julia Edbom 30:46 Artin Hojat 38:00 Elias Desport 40:48 Fredrik Andersson 43:29 Hanna Karlsson

Gameplan Breakdown #2: How To Create Endless User Generated Content

In the second installment of the Gameplan Breakdown solo episodes, host Isac Solinaw explains how user-generated content became the simplest and most effective way to receive highlights automatically and generate millions of views.  I share my experience as digital content manager for the Swedish Basketball Federation, and how the challenge of capturing highlights from hundreds of Youth National Championship games across Sweden, created the simple solution - a Google Form. Listen in to learn how I turned the Google form into hundreds of posts and millions of views, and how you can capitalize on creating UGC sports content seamlessly within your own organisation.  00:00 Series Intro 01:06 Why UGC Matters 02:01 Swedish Basketball Challenge 05:25 The Google Form System 07:04 Top 10 Highlights Format 08:14 Shift to Short Clips 09:21 Rules Safety and Results 11:54 Monetizing With Sponsors 13:37 How You Can Copy This 15:01 Wrap Up and Next Steps