Every young person has a story waiting to be told, and a future to be nurtured. At Fluent Media, we’re committed to providing mentorship, inspiration, and practical skills, using football and digital media training as a catalyst for personal development.

That’s why we’re proud to launch the Behind The Goal initiative, a groundbreaking program designed to empower and inspire—opening doors to new opportunities and career paths—both within and beyond the sport.
 

A Collaborative Approach

Behind the Goal is built on partnerships with football clubs, schools, community organisations and socially conscious brands. By working together, we create a supportive ecosystem that connects young people with role models, mentors and career opportunities. Our work with alternative education providers (such as Pupil Referral Units) serve those who have been excluded from mainstream education, many of which face barriers to career progression, and may not ordinarily have access to such opportunities.

Local football clubs play a pivotal role in providing access to real-world experiences. We’re inviting brands that resonate with, or who want to appeal to, young, diverse audiences to join us in “Leveraging Sport for Social Change”. Brands have the chance to connect with broader audiences, not just those interested in football.

Football is more than just a game. It’s a global phenomenon. According to FIFA, the 2022 World Cup final achieved a global reach of close to 1.5 billion viewers. It’s a universal language that transcends boundaries and brings people together.

Our Work With Football Clubs

We’re inviting London based football clubs to partner with us, in a joint community development initiative that allows clubs to play a leading role in promoting equality in sport while developing local talent, both on and off the field.

• Support for Emerging Talent: By participating, your club helps foster a pipeline of talented young people- not just those with an interest in football. This may also include future professionals from underrepresented areas, allowing you to benefit from new perspectives and enhance your recruitment efforts.
  
  
• Brand Amplification: Through our media production (video podcasts and related content), your club will benefit from widespread visibility, reaching a local and potentially global audience. The stories we create will be distributed across social media, YouTube as well as mainstream media, providing ongoing positive press for your club. Learn more about our approach to episodic content creation here.
  
  
• Focus on Women’s Football: With the increased popularity of women’s football, this initiative can position your club as a champion for gender equality, showcasing your commitment to nurturing female athletes, providing career pathways for primary and secondary aged girls.
  
  

Shaping Futures Through Storytelling

Through our media production and content creation programs, participants learn to tell their own stories while gaining valuable skills in research, interviewing, presenting, directing, filming and editing. These experiences not only build technical expertise but also foster creativity, communication, and teamwork— essential skills in any career. Learn more about our video podcast programs here.

• Transferable Skills: A video podcast series may feature interviews with footballers and key figures representing your club (nutritionists, coaches or members of your marketing, communications or HR teams) highlighting different career opportunities.  
  
  
• Social Change Narrative: We will also tackle important social issues such as equality in sport, gender rights, and social justice, making your club a proactive force for change.
  
  

Empowering The Next Generation

Behind the Goal is about more than football; it’s about creating lasting change. By offering hands-on experiences and opening doors to diverse career opportunities, we aim to shape the next generation of leaders, creators, and innovators. Whether it’s through football, media, or any other industry, we’re committed to helping young people reach their full potential.

For example, a young person who starts by learning video production skills through a football-related project might later apply those skills to create music videos or fashion campaigns. Similarly, someone introduced to marketing within the context of a football club could go on to work in branding for a tech startup or a local charity or small business.

The possibilities are endless, and the goal is the same: to help inspire young people, allowing them to develop the skills, confidence and networks they need to pursue their aspirations, whatever they may be.