Michael Bochel
@MichaelBochel
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🤝 Head of Marketing 🏴 Former Head of Digital @ScottishFA 🟡 Involved at @NairnCounty ✉️ Write a sports marketing newsletter
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Joined January 2010
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🏟️ I sent my 66th Sports Marketing Assist newsletter earlier today. It featured amongst others:
🏈
@Eagles
⚽️
@Ligue1
🏈
@uscfb
✍️
@iamrofe
✍️
@littledotstudio
View the latest email & join fellow sports professionals in signing up here:
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“Fucking boo”
No matter who you support, you’ve genuinely got to admire that all time classic shout of derision.
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Best Scotland away support I’ve seen in a wee while. I would have loved to been in amongst it especially pre-match when this was going on.
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Inspired by SPORTbible’s thread of moments that will give you goosebumps here is the 🏴 edition ahead of today’s match v Ireland.
A thread:
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Which one was it?
⚽️ Thank you Craig Gordon.
Wonder saves and a penalty save also. If not for the keeper this could have been a very embarrassing night.
Another poor performance despite the win.
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Scottish football journalists whenever they tweet about Celtic or Rangers
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As soon as you know Pat Nevin was on the decks in the fan zone, you knew Scotland v Georgia wasn’t going to be any normal night.
Everyone will have their own stories to tell. Here is just a flavour of how to sum up last night at Hampden
🏴⬇️
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The whole of Scotland with a warm, fuzzy feeling seeing this man get his Scotland debut 🏴💙
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Got to feel for ITV here with this game going to extra-time. They are going to have to drop actually previewing France v Switzerland to ensure their feature on how Mason Mount and Ben Chilwell will travel to meet up with the England squad remains in.
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This may be handy to some.
A couple of months ago, I went full on 🤓 when it came to 🏴 at EURO 2024.
Our group decided to concentrate on hotels. Below is a table of all possibilities of where Scotland could play and how long you could stay in each.
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1) Shaun Maloney scores against today’s opponents the last time we faced them on Scottish soil.
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6) For a moment in time, football had peaked as a Scotland fan.
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Five years to the day.
Forget everything else and how it finished, one of the best moments I’ve ever experienced at a game of football.
Also one of my favourite pieces of content we did only topped by the Euros qualification content
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Don’t want to get anyone excited but...
18 June 1992 - Scotland 3 - 0 CIS (EURO 92)
18 June 1996 - Scotland 1 - 0 Switzerland (EURO 96)
18 June 2021 - Scotland v England (EURO 2020)
🏴
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4) In what was one of the best Scotland performances in recent memories, Che Adams caps off a fantastic night with this goal v Denmark.
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Waking up thinking about Scotland at the EUROs. Going to bed thinking about Scotland at the EUROs.
All the time picturing more special moments like this
#SCO
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The Puma Hard Chorus is still one of the greatest Valentine’s Day pieces of football content ever made.
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Delighted for him but how it has taken this long for someone to put Gordon as lead presenter on a live television football broadcast is beyond me.
Enjoyed a wee shot in the
@ScotlandSky
hot seat for the day in Aberdeen 📺
Cracking game as well ⚽️
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2) A young James McFadden scores the only goal of the play-off first leg against the Netherlands at a raucous Hampden.
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At EURO 92, 🏴 decided to pick squad numbers based on number of caps won.
Being a 🏴 geek like I am this is how the 2024 squad would look.
1️⃣ Angus Gunn (GK was 1 at EURO 92)
2️⃣ Andy Robertson
3️⃣ John McGinn
4️⃣ Callum McGregor
5️⃣ Stuart Armstrong
6️⃣ Grant Hanley
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Things I hope end this year:
Football accounts using “a class act” when a footballer does something that isn’t playing football
wRiTiNg LiKe ThIs aS a rEsPoNsE
Everyone:
Absolutely everyone:
Me: Isn’t tweeting like this boring now?
The Anti Niemi joke
Anything else to add?
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After nearly five years at the Scottish FA, today is my last day.
It’s been some ride. One of the toughest decisions I’ve ever made to leave football but onwards we go.
Proud to say I leave a top team in place and looking forward to the EUROs as a fan 🏴
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3) In what was a must win game at home to Slovenia in World Cup qualifying, super-sub Chris Martin who was booed coming on, scores very late to keep the dream alive.
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Never been so delighted to see supporting Scotland such a buzz for the masses.
Whatever happens tomorrow and in these EUROs please carry some of that feeling forward. Get to a game at Hampden or join the Scotland Supporters Club and generally just keep the positivity going 🏴
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9) Gary Caldwell v France.
Another night when Hampden was absolutely bouncing.
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I know Twitter can feel like constant complaining but it’s been pretty evident from a wide variety of different people that Saturday Sportsound has gone downhill past two seasons.
A number of reasons for it but it feels like it’s lost sight of what the identity of the show is.
@davidstoker_lfc
@mstewart_23
I can understand criticism of the Aberdeen chat, David, but everything else is covered on the Saturday show. Updates, results, manager interviews. Yesterday was slightly different in that we went with two comms. Lots of people prefer comms over OAM.
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You always reflect on the decisions you make especially from a career point of view but being in the West Stand section B8 tonight as a fan was up there as one of the best feelings ever. 🏴💙
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The cinch has well and truly out-cinched itself today.
I can’t imagine anyone ever imagined Isiah Whitlock Jnr, wrestling superstar Matt Hardy and Rylan Clark interacting with A View from the Terrace about something Scottish football related 😂
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I ❤️ Scottish football no. 903
Match updates won't be live from 7:45pm as earlier stated as i'm lost in the middle of a housing estate. Stay tuned
#BRFC
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Free time is overrated. Here we go.
💛🖤
We are delighted that former
@ScottishFA
Head of Digital, Michael Bochel has agreed to join our Management Committee. More here:
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Blows my mind that this was SEVEN years ago.
Forgetting the biggest comedown of all time straight after, I have never seen a stadium react like it did when that second free-kick went in.
Something to get you in the mood for Friday, Scotland supporters 😍
The result may not have gone the way we wanted, but
#OnThisDay
in 2017 Leigh Griffiths' two stunning free-kicks against England produced some magical scenes at Hampden.
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After 45 minutes of solid squeegee action, Liam Kelly thinks he can kick the water away when Scotland come back out to warm up despite the rain starting again.
A real sign of the belief Steve Clarke has instilled in this team.
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I can only strongly recommend Thomas Tuchel selects him because this guy trains on the highest level. He should not be worried about his ability to compete.
Thomas Tuchel urges Scotland to call up Billy Gilmour: "I can only strongly recommend the Scottish national team to nominate him because this guy trains on the highest level. They should not be worried about his ability to compete."
#TartanArmy
🏴
#Chelsea
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Some signing for the Saints ahead of the Scottish Cup Final.
Edouard straight in for his debut.
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Probably a good opportunity to dispel some myths about the Scotland support. Based on the last time I looked (Dec 2018) the teams supported by Supporter Club members in order of % were:
Rangers
Aberdeen
Celtic
Hearts
Hibs
Kilmarnock
Dundee United
St Mirren
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I am on the look out for a number of different Scottish illustrators who would be interested in working with us on some
@ScotlandNT
player content in the build up to EURO 2020 like the below.
If you are interested in finding out more, drop me a DM & I can provide some more info.
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The headline.
The people attending.
And here is a novel idea... invite a couple of representatives of club fan groups.
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@SPFLWatch
Buckie beating Celtic would be the biggest Scottish cup upset ever.
Not even a contest.
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I’m not saying we are going to win the World Cup but a date for the diary just in case:
Women’s World Cup Final: 7 July
🏴
FULL TIME | Scotland 1-0 Brazil.
A monumental effort from
#SWNT
sees take the victory at the
@PinatarArena
– meaning we are undefeated in our two friendly matches this month. A terrific, organised and disciplined performance.
#OurGirlsOurGame
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Since March 2017, Hampden has seen 11 Scotland goals scored in the 80th minute or later.
🇸🇮
🏴 x2
🇸🇰
🇵🇹
🇨🇾
🇸🇲
🇰🇿
🇦🇹
🇮🇱
🇩🇰
Always guaranteed drama in Mount Florida.
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When was the last time you received an email from the club you support?
I signed up to receive emails from every English and Scottish top flight club and here is what I got over the course of February.
🧵
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It is that time of year again, I share a selection of some of the different sports marketing content and activations I’ve enjoyed from 2022.
Join me for a little bit of inspiration for your 2023 plans ⬇️
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The Scottish football podcast scene is constantly growing.
I’ve been doing some research into it & thought I’d share what I’ve found so far in case you fancy listening to something new.
This thread doesn’t include the vast array of excellent club podcasts.
Thread ⬇️
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“I saw the David Marshall videos online and as soon as I saw that, I wanted to be part of it”
There’s your ROI for digital content in a pandemic right there 🕺🏼
"As a player you just want to feel comfortable, and the lads have helped me do that."
Catch up with Ché Adams as he meets up with the Scotland squad for the first time.
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Wondering what the Scotland score will be on Saturday?
1989: 🏴 2 - 1 🇨🇾
2011: 🇨🇾 1 - 2 🏴
2019: 🏴 2 - 1 🇨🇾
2019: 🇨🇾 1 - 2 🏴
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The Puma Hard Chorus continues to be the best Valentine’s Day football content to date and I will not hear otherwise.
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Scottish Football TikTok has stepped up a gear 👏🏻👏🏻
You can see a real shift in
@LiviFCOfficial
social this season that includes them consistently being on the wind-up and it is working well. Livi want to have their own identity and aren’t scared to have some fun.
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What a week!
Last Thursday was the most enjoyable night of my working life to date.
Could not be prouder of
@ailsakane
@jackevans8
&
@ConnorJDMcCord
and the hard work they have put in over the past 10 days 🙌🏻
Onwards to the World Cup draw & EURO 2020
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I am looking for a (paid) digital intern over the summer. Looking for someone that:
▶️ wants to pursue a career in digital marketing
▶️ likes football
▶️ good team player
▶️ good communicator
Drop me a DM for more details if you are interested 👍🏻
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Happy James McFadden day to all who celebrate it.
🏴
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Monday 14 June - what a day it is going to be!
⚽️ 🏴☀️🍺🕺🏼
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Saturday Sportsound is an important part of lots of Scottish football fans’ lives.
It was always going to change after Richard Gordon left.
Some difficult conversations are needed at Pacific Quay ahead of next season but start with some actual audience research.
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Finally at 11.20pm, the full-time whistle goes.
Home time.
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Fire up the new disco lights. Here we fucking go!
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🧵 For the fourth year running, here is a thread of sports content and marketing activity that I liked from the past 12 months.
I hope it inspires some ideas for 2022.
Last year’s (plus 2018 & 2019’s) can be found here ⬇️
2020 eh?
Here is some of the best sports marketing and content I’ve seen from the previous 12 months 🧵
2019 version:
2018 version:
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Watched this a few times now like a proud da.
Months in the planning, me leaving, squad announcement brought forward a couple of weeks, injured players and all sorts to deal with.
Top work
@jackevans8
,
@ailsakane
,
@ConnorJDMcCord
,
@Lewis_Irons
and the
@s0methingsays
team 👏🏻
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Proud to be supporting
@_FCUnited
and their quest to prevent suicide.
#UnitedToPreventSuicide
@TalkToSaveLives
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Job done 🙌🏻 🏴
Never easy following Scotland but at the end of the day we have given ourselves an opportunity to qualify for a major tournament once again.
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🎥 Job Available
I’m on the lookout for a new Video Producer to come and join the team at the
@ScottishFA
.
Filming and editing experience required. Successful candidate will get to work on
@ScotlandNT
&
@ScottishCup
amongst other things.
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So the official UEFA EURO 2020 Scotland playlist has all the Scottish classics like:
Vindaloo - Fat Les
World in Motion - New Order
Lean on - Major Lazer
Let me entertain you - Robbie Williams
😂😂😂
If you are needing a playlist try this instead:
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Some ways to help your local club in the short-term in the absence of match day revenue:
▪️Buy some merchandise
▪️Club TV subscription
▪️Participate in club lotteries
▪️Club sponsorship
▪️Buy a junior membership for your child
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If anyone has any interest in Scottish Football give A View From The Terrace a watch tonight (or set the series link).
Some good guys behind it all 👌🏼
BBC Scotland
11pm
Do it.
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Did you know that last year GIPHY claimed to be the second largest search engine in the world?
A quick 🧵 on how UK football clubs use GIFS
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🎧 New Scottish Football Marketing Podcast
We’ve crossed the Irish Sea to speak to
@dlLambo
from Bohemian FC to discuss the incredible journey the member owned club has been on.
As I say in the podcast, this was a fascinating podcast to record.
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This account has been gathering a lot of momentum recently. Worth checking out
@_Bands_FC
if you are a fan of football, music and design. A sample of Scottish ones so far...
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The Germany 2024 shopping starts now and it will be starting with this 😍
➡️
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Once an announcement is made then the tunes begin.
The Hampden crowd has a singalong to Why Does It Always Rain on Me by Travis.
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Whatever your opinion on eSports, these two boys have just went and pumped England in Scotland’s first ever FIFA eInternational.
England were undefeated in eFriendlies until
@AdamRyanFIFA
&
@MarcMarleyyy
both won their games and won the best of three series 2-0
Tremendous! 🏴
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Myself &
@sportsmarketsco
have teamed up to launch this Scottish football marketing podcast specifically for those working in Scottish football.
First episode so lots to work on to improve them but if these can help any club in anyway then job done 👍🏻
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Having been inspired by one or two others, I am starting my own sports marketing newsletter.
Why subscribe to mine?
🏴 Unashamedly Scottish slant
📰 Relevant news
📋 Practical hints & tips
💡 Content inspiration
Sign-up below
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Dear Scottish Football,
After nearly five years at the Scottish FA, today is my last day.
It’s been some ride. One of the toughest decisions I’ve ever made to leave football but onwards we go.
Proud to say I leave a top team in place and looking forward to the EUROs as a fan 🏴
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Up until recently we went three weeks without rain in Glasgow.
Then last night…
Looks like the downpour at Hampden Park clocked up about 15mm of rain in an hour. That's about 6 days worth.
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So far this week there has been newspapers talking about:
🙃 Lack of world class Scottish strikers
🙃 A fear of Cyprus
Chat on Twitter about it’d be typical Scotland not to qualify given we have a 1.4% chance of not 🥱
Time for us to move on from the doom & gloom.
Bring on 🇩🇪
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Something new in Scottish Football... I believe.
We found a couple of clubs reference stags on their website but to speak to the club about something bespoke.
With the ground right next to the train station & Inverness popular with stag dos, it gives us the chance to try it.
Nairn County become the first Scottish football club to create a dedicated stag & hen do hospitality package.
Your chance to have the ultimate football activity experience including the stag or hen being mascot, complimentary bar & on pitch activity.
➡️
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The ball boys are handed brooms to help the ground staff and are welcomed onto the pitch with a big round of applause.
There are then cheers every time the young lads brushed some water off the park.
The novelty of that wore off quickly.
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Some of the replies to our leisure wear range post on the Scotland Facebook page today have been nothing short of embarrassing.
Grown men seething that the three models are not peely-wally middle-aged Scottish men.
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The 🐐 of Valentine���s Day football content that I’ll continue to post every year until it is bettered.
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Asda Toryglen were very optimistic on how popular their England It’s Coming Home glass and bottle opener set was going to do.
📍Asda Toryglen > Hampden Park = 650 metres
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I have had a wee bit of time between clients so decided to do a thing this week.
Introducing the Marketing a Non-League Football Club Podcast.
One series - 8 episodes (all uploaded), documenting my journey of helping out
@NairnCounty
.
Hopefully of interest to league clubs too.
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Less than 24 hours to go. Not that anyone should need to build their excitement further, but in case you do, here is a mini-thread of Scotland content I’ve seen this week that will certainly help.
Let’s do this.
🏴🧵⬇️
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Enough is not being said about the fact Caledonian Braves in the Lowland League have raised over $800k.
Huge well done but so many questions about club being valued at over $2m.
Will be interesting to see the strategy for how they invest this money going forward.
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The two-day hangover has subsided and the 🏴 hype train starts again!
A video from a view years ago but the messaging is very apt 💪🏼
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I continue to stand by my belief that the Scottish Cup is the best domestic cup competition in the world.
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Friends of Twitter, from January I am looking to step into the freelance/consultancy world*
If anyone you know needs some marketing (digital or otherwise) support let me know.
*open to interesting marketing roles if the right one comes along
➡️
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