Sean Callanan chats with Colin Kelly from the Los Angeles Football Club about digital and building a fan base that now fills the Banc of California Stadium.

On this podcast you'll learn about:

  • Colin Kelly on his journey into digital and sports business industry
  • What it was like working in digital during the early sports web space
  • The challenges of building a fan base
  • How do they integrate fan opinion and stories into their digital efforts
  • How they leverage social ad platforms
  • What is the 3252 Supporters' Group and how it all started
Learn more about LAFC with Colin Kelly

Listen to Colin Kelly on Sports Geek

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Our fave quote from Colin Kelly interview

This has become our mantra that we're now putting it on merch – Street by street. Block by block. One by one. If we can make that one fan, he tells his friend and tell to another one. It became a very grassroots thing.

Colin Kelly on the early days of building the LAFC community

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Sean Callanan Speaks

About Colin Kelly

Colin Kelly has over 14 years of experience in connecting with sports executives, producers, content providers and developers. He has been able to deliver influential messages for well-known names in sports.

Colin's career in sports started through an internship where producing blog content, photos, videos, fan commentary and web development for the University website. After his stint at the Uni, he moved in to a role at National Hockey League working on content, covering live games and being the ‘go-to' problem solver for the teams in the league.

He took a break from the league scene for a while and worked on news and commentary at the CBS Local in New York and founded his own digital newsletter UpStrt. In 2015, he joined the New York City Football Club and managed their digital platforms, pages, applications and website content. Today, Colin continues to do his passion for digital as the Vice President of Digital for the Los Angeles Football Club.

Resources from the podcast

Highlights from podcast with Colin Kelly

3:21 How Colin Kelly got into the sports business industry

6:09 Transitioning from journalism to a league role at the National Hockey League

6:56 What digital was like in the early sports web space at NHL

11:58 How his digital role at the New York City Football Club opened new opportunities at the Los Angeles Football Club

14:19 What are the challenges in building a fan base for LAFC

18:00 The impact of moving to the Banc of California Stadium for the team

19:31 How does the digital team work with other departments to fill in the stadium seats

21:06 Getting full fan support from The 3252 Club

24:35 Colin on how they are producing high quality content

28:01 Finding conversion success in LAFC Facebook and Instagram

35:47 How do they keep fans engaged to their digital content

39:47 LAFC’s partnership with Youtube TV

40:44 Getting inspiration from the community

41:16 Sports Geek Closing Five

50:46 Sean gives an overview on a quick #SportsGeekTrip and presentation at the NSF

55:36 Gravitas partnership with Pickstar. Read full details here

56:30 Join Sean and the Gravitas team on March 5th at GG EZ Bar in Melbourne for the Esports for Brands event. Learn how your brand can connect with esports and gaming audiences. Go to 

Some tweets you may have missed:

Best of luck in Season Two

The awesome 3252 Black Army

A peek into LAFC's partnership with YoutubeTV


Join Sports Geek Nation for AMA sessions

This week on the Sports Geek Nation AMA stage we have Karen Lunn, Chief Executive Officer for the Australian Ladies Professional Golf (ALPG).

Prior to her role, Karen was a professional golfer and spent most of her career competing on the Ladies European Tour, ALPG, LAGT and the US LPGA. Her most prestigious victory came in 1993 at the Women’s British Open where she was also topped the Order of Merit.

In 1999, Karen was elected to the LET Board of Directors as a Player Director and in 2004 she was elected to the position of Chairman of the Board of Directors.

Karen also mentored many young ALPG players as well as working as a TV commentator at several women’s golf events.

Get your questions ready for Karen Lunn. Tag him at @Karen Lunn on Sports Geek Nation #ama channel in Slack.

Want to join Sports Geek Nation? Join our waitlist on and be the first to know when the subscription doors reopen.

Sports Geek Nation AMA with Karen Lunn

Join the SG Esports event

Learn how your brand can connect with esports and gaming audiences

We are hosting brands and savvy marketers at an event on Tuesday March 5 to explain esports and the opportunities, more info on the event here

If you are interested in esports please come along or if you know someone who may benefit please invite them.


Thanks for the review on Apple Podcasts

Great range (& calibre) of guests. Learn something new in each episode

★★★★★ in Apple Podcasts by Jwbarts from UK on December 13, 2018

Have been listening since the early days – keep up the great work!

Leave a review on Apple Podcasts

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Colin Kelly on Sports Geek – Podcast Transcription

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