Banijay Benelux, in collaboration with Southfields, has launched a professional football club created by and for influencers and digital creators. The club, FC Failliet/Finesse (FCF), is set to play in the Dutch professional football league. This innovative venture marks the world's first registered football club built around digital creators.
FCF is not just another addition to the Dutch professional football league; it represents a significant shift in how sports are consumed by younger fans. With daily updates on TikTok and Instagram, weekly vlogs on YouTube, FCF combines traditional sports with immersive social storytelling.
The content produced around FCF’s journey will allow fans to follow every match, training session, and behind-the-scenes moment. This approach merges professional competition with social media engagement – a direct response to changing media habits among younger fans who increasingly prefer short-form video clips over televised matches.
Creators at the helm
The formation of FCF was spearheaded by creators Ilias Vietto, Aimane Charbon and Kleine John. Their involvement underlines the unique nature of this initiative - a sports team led by digital content creators rather than traditional athletes or managers.
Registered fully with KNVB - the Dutch football league - FCF has potential for growth within Netherlands' professional football pyramid. Based at FC Weesp, it competes in KNVB’s Fifth Division West 1.
The early signs indicate that this novel approach resonates well with audiences. The club's first home match livestream attracted over 23k viewers while its social channels have already generated more than 22 million views – an impressive feat for such a new venture.
Commercial potential
This initiative opens up new revenue streams, from sponsorships to digital advertising and content monetisation. The combination of professional sport with creator-driven content highlights the huge commercial potential of this venture.
Naique Tanate, head of Banijay NXT, said:
“With FCF, we turned an idea into reality: to combine the universal appeal of football with the creativity of digital creators. The club was conceived with the vision of Southfields and Banijay NXT, in collaboration with Ilias, Aimane and John, and we’re thrilled to bring their stories to audiences around the world.”
FCF represents a new era in sports where influencers and digital creators are not just spectators but active participants. It's an exciting development for sports fans and sports betting fans alike, offering a fresh perspective on how we engage with our favourite games.
