Welcome to our new series of articles from which we want to help your club stand out on social media being pulled together by our leading sports marketing partners who have joined forces to give sports clubs the best advice!
The more views and higher engagement you get, the more attractive you are to companies for sponsorship.
But you don’t just want views, after all they’re vanity metrics. You want real engagement from your followers—because that means they trust you and will use anything you recommend.
Here’s the problem most cricket clubs make with social media.
They only ever post:
The odd pint photo.
Team sheets
Score updates
And that’s great for updating your followers. But that’s not what social media is for. The trick is in the name. Be Social.
So here’s what we recommend, based on tried-and-tested strategies at The Premier League Cricket Club, Home Counties Premier Cricket League, Oxford Cricket Club, Lowerhouse Cricket Club, and others we’ve seen do social media right.
> Tell the story
Don’t just post “Won by 5 wickets.”
Tell the story: “Skipper decided to bat first, regretted it immediately, then somehow hit 80 not out.” People remember stories, not scorecards.
Use natural photos. Anything with action, laughter, and volunteers. Something that shows real club life.
Mix it up with behind-the-scenes bits, teas, training, or flashbacks
> Work on your tone
If your club’s big on banter, write like that.
If you’re family-first, focus on people, smiles, and volunteers.
You’ve got to think about your audience —the audience you want— and ultimately tailor everything to them. Look at your analytics to see who is engaging with your content, then double down on that strategy.
> Consistency is key
Have you ever taken a break from posting only to find that your engagement and views don’t reach the same levels?
It’s because you’re not being consistent.
Post on the same days, at the same times, and with a consistent number of times per week.
Why is consistency important for sports club social media?
Firstly, the algorithm picks it up. It realises that’s when you and your followers are most active. Secondly, you’re being rewarded for being consistent. Lastly, you’ll always be at the back of your audience’s mind and never forgotten.
The worst thing you can do is leave your socials alone during the off-season. It’s one of the most important times to be active!
Think about Lowerhouse CC. They post on their website at least once a day. The benefit: sold out 5000 capacity events to help fund crucial cricket projects for the season.
> Engagement
Views are great. But they’re a vanity metric. It looks great, but if you’re getting a million views with 5 likes, no one cares about your content, and neither will sponsors.
Talk with your followers, not at them.
And here are things you can use:
- Ask questions (using Instagram sticker feature)
- Tag players and sponsors (or collab with them)
- Reply to comments. (start up a conversation)
- Use stories to make members feel important and valued
Engagement builds community, and that’s what sponsors love to see.
Think about TPLCC itself, and now how HCPCL have adopted the same strategies. Running polls on players and clubs. The website stats have been insane, the engagement off the charts – and now they serve as perfect case studies for sponsors.
> The goal of social media for sports clubs
Sponsorship, membership growth, and sold-out events.
And the way to get there is simple.
Your goal isn’t to look perfect; it’s to look alive. If your feed reflects your club’s spirit, you’ll attract players, members, and sponsors who actually get it.
Think about the HCPCL. When they hired ETDC Digital Media to take over their socials, they gained thousands of followers within a year, posted each week, developed a full-website – and recovered the cost of it all with sponsors within 7 days.
What should you do now to help your sports club grow online?
Sign up below to our Digital Pavilion newsletter, being pulled together by our leading sports marketing partners who have joined forces to give sports clubs the best advice!
Don’t forget to check out all the latest 2025/26 transfers on our Transfer Tracker
