FMDB Pro Launch
Football Manager, 2026
Turning Football Manager's global, human research network into a professional football product and building the strategy that brought it to market.
MY ROLE
Defined the proposition, messaging and content strategy for FMDB Pro, Sports Interactive's first commercial football intelligence platform.
CONTEXT
Built on three decades of Football Manager research, FMDB Pro represented Sports Interactive's first attempt to turn the database into a standalone product for professional football.
The data had been used commercially before but had never existed as a product in its own right. The product launch needed to build on Football Manager's credibility while giving FMDB Pro its own place in professional football.
STRATEGY
FMDB Pro needed a clear role within the recruitment process and the strongest opportunity sat at the very start. Helping clubs discover players, understand markets and build longlists before deeper analysis began with other platforms.
The marketing strategy centred on a simple idea: football intelligence powered by people. Three decades of research, built by a global network of scouts and contributors, gave FMDB Pro a unique level of depth and breadth.
I built the proposition, messaging and tagline around that idea, positioning FMDB Pro as the starting point for recruitment. The same position informed the brand identity, website, launch trailer, PR strategy and wider campaign.
WHAT CHANGED
The Football Manager database became a product in its own right. FMDB Pro gave Sports Interactive its first commercial platform outside the game, creating a new route to market and a new source of revenue for the business.
For the first time, three decades of Football Manager research had been packaged, positioned and commercialised as a standalone product.
FIRST-EVER
commercial platform launch for FM
40+
clubs, federations and organisations secured as partner
3.5M+
media reach
Images & Video: Sports Interactive