90m FanVoice

Background

90min (part of Minute Media and now contributing to the global football brand Sports Illustrated FC) has long been known for its fan-first approach to football storytelling.

In 2017, the company launched FanVoice, an innovative format allowing supporters to “take the seat” inside major European stadiums through authentic, front-row fan reactions.

With a global audience of more than 60 million fans across its website, app, and social channels, 90min used FanVoice to deepen engagement by capturing the raw matchday experience directly from the stands.

At the time, its English-language YouTube channel had approximately 50,000 subscribers, representing a core platform for bringing FanVoice to life.

Challenge

To scale FanVoice across Europe, 90min needed authentic creators embedded in local football communities—especially in key football cities like Barcelona.

The goals were clear:

• Capture genuine, high-energy matchday reactions that reflected real supporter emotion.
• Produce content that aligned with 90min’s brand: fan-first, dynamic, and rooted in authentic football culture.
• Grow audience engagement and help fuel YouTube subscriber growth.

For matches at Camp Nou, 90min required a creator who could document the fan experience in a way that felt immersive, inclusive, and aligned with the tone of the FanVoice franchise.

Solution