So, think you could run a football club? Independent games studio Formation Games and creative agency Ace of Hearts have launched an internet TV show fronted by Jeff Stelling, built around CLUB, the free-to-play mobile game that lets football fans run a club themselves.
The show, titled “Football shaped thoughts and feelings on football club owners and other football things,” is now live on social media, ahead of the Premier League season kicking off on 21st August. In it, Stelling tracks down football’s loudest voices and puts their opinions back to them, inviting fans with the strongest views on club ownership to prove they could do better.
Stelling has presented Soccer Saturday for more than two decades. The teaser for the show had passed 2.2M views on X and drawn coverage from national media including The Sun and GB News.
“We’re yet to see how the 2026/27 season plays out, but pre-season hasn’t disappointed – big transfers, new managers, and boardroom drama!” said Jeff Stelling.
“The question is, could you do a better job of running a football club? That’s what we’re putting to the test with Club Game, where fans can prove if they can run a club better!!”
The format sees Stelling popping up unexpectedly around the country to hear fans’ opinions. From there the series turns reactive, seeking out supporters with particularly strong views on how their clubs are run and putting them on the spot.
Throughout the Premier League season and after, Ace of Hearts and Formation Games will keep the conversation running, reporting back on fans’ thoughts and feelings on club ownership through a steady stream of content across social and contextual out-of-home.
CLUB lets fans build their dream club from their phone, taking control of stadium upgrades, managing transfers and loans, investing in backroom staff and designing the club crest, with their side scoring points based on real players’ performances. CLUB sponsors Dagenham & Redbridge this season.
“The most interesting shift in football isn’t happening on the pitch, it’s in the boardroom,” said Tom Russell, Co-Founder & Chief Marketing Officer, Formation Games.
“Every fan has a view on the wage structure, transfer strategy, stadium plans and the staff hires. Jeff’s online tv show captures the ownership zeitgeist with a bit of levity and there’s no better place than CLUB for fans to prove they can do it better.”
“Football runs on the unshakeable belief that you, personally, could do it better,” added Rasmus Smith Bech, Executive Creative Director & Partner, Ace of Hearts.
“So rather than argue with that, we thought we’d let everyone prove it, and put Jeff Stelling behind a desk to do the asking, because if anyone has earned the right to call football’s noisiest voices out, it’s him. It’s a little bonkers, and lands somewhere between Sky Sports and Anchorman.”
Credits
Client: Formation Games
Tom Russell: Co-Founder & CMO
Alex Horne: Co-Founder & Chairman
Joe Lightfoot: Content Manager
Matt Solomons: Marketing Coordinator
Creative Agency: Ace of Hearts
Polly McMorrow: Co-Founder & CEO
Richard Brim: Co-Founder & CCO
Martin Beverley: Co-Founder & CSO
Rasmus Smith Bech: Executive Creative Director & Partner
Matteo Alabiso: Creative Director of Design
Mia Silverman: Senior Creative
Nick Exford: Strategy Lead
Rebecca Hunter-Mannering: Executive Producer
Alex Coupe: Account Manager
Clementine Cuthbertson: Director of Communications & Culture
Nikki Cramphorn: Director of Production @ Chuckles Studios
Production:
Minds Eye
Mike Upson: Director
Debbie Ninnis: Executive Producer
Gareth Crothers: Producer
Stitch
Jack Singer: Editor
Maggie McDermott: Producer
1920
Chris Aldred: VFX Supervisor
Jamie Stitson: VFX Supervisor
Oliver Banks-Thompson: Colourist
Charley Rowland: Producer
Run Amok Audio
Jon Clarke: Sound Designer
Caroline Jemirifo: Executive Producer
Talent
Jeff Stelling: Lunar Talent
Business Affairs: Sarah Brown @ Chuckles Studios
Legal: Tom Campbell @ Makers Counsel
