{"id":71548,"date":"2026-10-13T08:37:00","date_gmt":"2026-10-13T06:37:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/?p=71548"},"modified":"2026-10-12T15:32:24","modified_gmt":"2026-10-12T13:32:24","slug":"social-media-storytelling-in-football-from-netflix-productions-to-street-football-trends","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2026\/10\/social-media-storytelling-in-football-from-netflix-productions-to-street-football-trends\/","title":{"rendered":"Social Media Storytelling in Football: From Netflix Productions to Street Football Trends"},"content":{"rendered":"\n

Social media storytelling in football has changed dramatically in recent years. Football clubs have moved far beyond simply posting match results and fixture announcements. The biggest clubs now operate almost like media companies, complete with scripts, casts and carefully planned episodes. Meanwhile, amateur clubs are proving that you don’t need a big budget to reach a wide audience. Sometimes, all it takes is a smartphone, good timing and a sense of humour. This contrast is what makes football on social media so fascinating right now: The tools are much the same, but the resources couldn’t be more different. <\/p>\n\n

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When a Football Club Becomes a Streaming Platform<\/strong><\/h1>\n\n

This summer, Borussia Dortmund launched its own mini-series, “Auf Deckel”, in collaboration with Manera, a media company specialising in cultural marketing. Set in a traditional chip shop in Germany’s Ruhr region, the series stars content creator and comedian Ryko alongside Patina Records rapper Tarek One \u2013 two locals who embody the spirit of the region. The episodes also feature a range of guest stars, including Rayan von Blumengarten<\/a> (“Du bist gut genuuuuug”) in episode three. A total of six episodes have been released on BVB’s Instagram, TikTok and YouTube channels. <\/p>\n\n

The clever part, however, is the timing: One episode even manages to weave the announcement of new BVB signing Konstantinos Karetsas<\/a> into the storyline. No separate promotional video, no formal press conference \u2013 just part of the action, right there in the chip shop. BVB has experimented with unconventional ideas before, so “Auf Deckel” is less of a one-off stunt and more a natural continuation of a strategy that focuses on authentic cultural marketing rather than traditional advertising. <\/p>\n\n

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A post shared by Borussia Dortmund (@bvb09)<\/a><\/p><\/div><\/blockquote>\n