Sleeper Football

Strategy, social management and content creation for America’s biggest sports app, helping the team grow its football channels from 10K to 150K+ followers across platforms in 10 months.

The Project

Sleeper is America’s number one sports app, with more than 10 million users and an established presence across American football, basketball and baseball.

In 2025, I joined the team to help build the social presence of its growing football (or soccer) offering, supporting the launch and growth of a new fantasy football game via content across Instagram, YouTube, TikTok, Facebook, X and Threads.

The challenge was significant: take a brand with a predominantly US-based audience and build an engaging football presence capable of reaching fans globally, while ultimately turning that attention into new users that would stick around for a full fantasy season.

That meant going beyond simply growing follower numbers. We needed to understand football culture, find Sleeper’s place within it and create a social presence that fans genuinely wanted to be part of long term.

My Role

Social Strategy

Helping the team shape the overall social strategy, identifying new content opportunities, new content creators to work with and understanding how our content can cut through huge competition.

Audience, Analytics & Industry Insights

Analyse audience behaviour, platform performance, competitors and wider trends across football media to keep growth on track.

Campaign Strategy

Worked with the team to strategise content with big names in sport: Stephen Bunting, Kieron Dyer, Will Grigg, Sir Geoff Hurst, David James, Mike Dean, John Fendley, Junior Hoilett and more.

Social Management

Support the day-to-day management of Sleeper Football's channels, including schedule, content approval, copy and community engagement.

Content Creation

Create and develop social-first graphics which received millions of views.

Results

Full 12 month results coming soon