Will Pithers, Strategic Partner Manager for sports at Meta, joins Andy and Charlie on the Sports Loft podcast. Having previously work at City Football Group , Will helps teams, leagues, federations, athletes and creators optimise their content strategy across Meta’s platforms.

With user behaviour shifting from public feeds toward private messaging, and short-form video dominating content strategy, we wanted to get an insider’s view on how sports organisations such as Formula 1, Premier League clubs and Mercedes F1 are navigating Meta’s eco-system to engage fans globally.

Some of the topics we discuss include:

• Why short-form video (ie Reels) is the key to success across both Facebook and Instagram


• How F1 teams and drivers have built a thriving community on threads


• Why the majority of a social media user’s time will soon not be spent in feeds, but rather in private and group messaging conversations.


• How Meta is looking to make their platforms more attractive for content creators?


• Why providing utility and not posting too much has been so important for success with WhatsApp channels


• How sports organisations are looking to monetise their activity across Meta’s platforms


• Why teams should be investing in tools that can help them manage their content archives


• The potential opportunities for sports organisations in AR with Meta’s Orion glasses