Feature: Fi McCrindle, Account Director

I'm Fi and I'm an Account Director here at Ten Toes. I work across our talent roster, developing and implementing strategies for the players and managers we work with. I'm really lucky in that my job has great variety and breadth to it. Over the last few months this has seen me work with Jesse Marsch to launch his account on LinkedIn and support Magda Eriksson and Pernille Harder in their LGBTQ+ activism through The HangOUT; a Ten Toes and Sky Sports co-production that sees athletes and allies talk about the importance of inclusion in sport and society.

For me, one of the most exciting things about sports marketing at the moment is seeing high-profile figures in sport embrace new ways of speaking to existing fans and driving audiences.

From Luis Enrique live streaming on Twitch through to Ella Toone's recent launch on YouTube, different figures in the game are finding new ways to show their personalities and interests while making their audiences feel closer to them.

Raphaël Varane's launch on LinkedIn is another great example of this. By embracing a new platform with a unique offering, he's placing himself in front of a different audience and showing another side to himself beyond football. I think we'll see lots more players finding new, innovative ways of connecting with fans online this year.