top of page

FM26 Global Publisher Strategy

Football Manager, 2025

HEROImage (1).png

Using FootballCo’s local publishers to place FM into football conversations across different markets.

MY ROLE

Led Football Manager’s global publisher strategy, selecting the markets, publishers and formats used to expand FM26 internationally.

CONTEXT

International growth came through global campaigns and translated assets across paid media. It delivered reach, but limited engagement. 

​

FM was visible, but disconnected from football culture in those markets. Shifting that meant working with trusted local voices, creators and formats.

STRATEGY

FootballCo was chosen for its network of established brands and audiences. FM26’s features were adapted for established publisher formats, fitting the tone and football culture in each territory.

​

  • Front Three (UK + Spain)
    Debate-led formats using FM to settle fan arguments and player comparisons
     

  • 1vs1 (Italy)
    Attribute rankings and tactical debates built around Italian Premier League players
     

  • Versuz (Netherlands)
    Head-to-head debates focused on Dutch Premier League players and wonderkids
     

  • YallaGoal (MENA)
    Studio and quiz formats introducing FM in Arabic for the first time

WHAT CHANGED

Football Manager appeared in formats and voices already familiar to those audiences. Wonderkids, attribute rankings and tactical debate became part of existing football content, not standalone promotions.

​

Each market approached the integration differently, but the core ideas stayed consistent across every territory.

11.2M

total impressions

7.3M

 video views

341k

visits to FM.com

Images & Video: FootballCo

bottom of page