Football fans have always had opinions about how their clubs should be run. Now, Formation Games and creative agency Ace of Hearts are turning those opinions into entertainment — with one of football’s most recognisable voices back at the centre of it.The companies have launched CLUB Game, a new free-to-play mobile game supported by an internet-first TV-style show hosted by Jeff Stelling, the legendary face of Soccer Saturday for more than two decades.
A TV show built for the internet
Titled “Football shaped thoughts and feelings on football club owners and other football things,” the series sees Stelling travelling around the UK to find fans with strong opinions about their clubs and challenge them to put those opinions to the test.
The idea taps into a familiar football phenomenon: supporters who believe they could make better decisions than their club’s owners — whether it is choosing transfers, appointing managers, managing wages or developing the stadium.
Rather than simply debating those opinions, the campaign asks fans to prove it.
From the stands to the owner’s seat
CLUB gives players the opportunity to take control of their own football club from their phones. Players can manage transfers and loans, upgrade their stadiums, invest in backroom staff and even design their club crest. The game also connects its scoring system to the performances of real football players, giving fans another way to engage with the sport beyond simply watching matches. The campaign arrives at a particularly interesting moment for football ownership, with celebrity investors, international ownership groups and fan-led conversations making the boardroom almost as interesting as the pitch.
Jeff Stelling makes a comeback
For many football fans, Stelling’s return is arguably the biggest attraction.The teaser for the campaign reportedly passed 2.2 million views on X, while also attracting attention from national media. His return has generated an enthusiastic response from fans who remember his decades of presenting Soccer Saturday.
Formation Games’ Co-Founder and Chief Marketing Officer, Tom Russell, said the campaign reflects how football conversations are increasingly moving beyond the pitch and into the boardroom.
Ace of Hearts Executive Creative Director and Partner Rasmus Smith Bech added that the campaign was designed around football’s “unshakeable belief” that fans could do a better job running their clubs.With the Premier League season kicking off on 21 August, the campaign plans to continue across social media and contextual out-of-home advertising, turning fans’ opinions about football ownership into an ongoing content series.
For CLUB, the message is simple: if you think you can run your club better, here’s your chance to prove it.
