Manchester United has launched a new initiative called “Creators’ Academy” to further boost the success it has gained by working with creators over the past 18 months.
The club is developing a curriculum for creators including insights from key personnel and various departments, focusing on how media and creativity can help to drive sports business. In addition to attending football matches, training sessions and club events for hands-on content experience, creators will also have access to seminars and online lessons.
So far, Manchester United has hosted over 50 creators and these will now become part of the academy to help young talent get started in the sports business and media sectors.
The initiative aims to provide opportunities for young people, especially those from underrepresented backgrounds, to access career pathways, enhance employability, and gain valuable skills and experience.
Ian Nolan, Chief Content Officer at Manchester United, commented: “We started this project wanting to give back to our community, and that’s why we’re hand-in-hand with our Foundation.
“But it’s also opened our eyes to new content and formats we wouldn’t have thought of. Last year, one of our creators used a 100-year-old film camera at the stadium – it was like drama from another world – everyone was fascinated.”
Manchester United defines ‘creators’ broadly, welcoming not only photographers and videographers but also artists, illustrators, copywriters, graffiti artists, magicians and even a drone pilot.
At the end of the curriculum, each group participates in a ‘Pitch Battle’ at Old Trafford, focusing on innovation. Nolan said that this year saw creators produce “incredible” results, as they were given five hours to create a piece of creative content to support the launch of United’s kit.
Further reminiscing on the work creators have helped the club with over the last year, Nolan explained that it challenged them to reimagine pre-match content.
“We challenged our creators to reimagine pre-match content for fans, creating unique access areas including an influencer mixed zone and a pitchside space for creators, influencers and players to mix,” added Nolan.
“It was a petri-dish of experimentation, but the most unexpected outcome was that the creators became the bridge between fans and players on the day.
“Influencer challenges with fans caught the attention of players, and the players came over to get involved. Now we’re sharing those wins with the leagues to encourage innovation on matchdays.”
Applications are currently open for the Creators’ Academy class of 2024/25.
