Company

Watford FC is a Premier League football club with a fiercely loyal fanbase behind it. In 2019, the club reached the FA Cup final against Manchester City at Wembley, its first FA Cup final in 35 years and the biggest occasion of the season. A moment like that doesn’t come around often for a club Watford’s size, and it wanted the day to feel like something the whole fanbase was part of, not just the players on the pitch.

Challenge

A live matchday creates a connection that’s hard to replicate anywhere else: the roar of the crowd, the shared tension, everyone in the ground willing the same result. For a fixture this big, that feeling is exactly what a club wants to hold onto and extend to fans who couldn’t be there in person.

The cup final generated a flood of content from the club, players, fans and sponsors, all scattered across social media on the day itself. Watford wanted a single place that celebrated the occasion through supporters’ own voices, not just official channel posts, while still giving sponsor MoPlay a presence inside the experience rather than a separate ad bolted on top.

Solution

Watford FC partnered with Amondo to build an FA Cup Hub Gallery, curating fan-generated content from across social media alongside official club and sponsor content, then embedding it directly on the Watford FC website.

Fans as the main event

Watford asked fans directly to create, share and tag photos, videos and stories using #watfordfc, with the chance of being featured on watfordfc.com. That simple ask turned the Hub from something fans might stumble across into something they actively contributed to, and the best of what came in was curated alongside club and player moments, giving fans a reason to see themselves as part of the story rather than just spectators of it.

Behind the scenes, that curation came down to the platform, not Watford’s own team combing through tags by hand. Amondo’s platform surfaced everything posted using #watfordfc automatically, pulling it into the Hub as it came in, rather than leaving someone at the club to hunt down every tagged post themselves.

A sponsor inside the moment, not next to it

MoPlay’s promotional content sat inside the same Hub as the fan and club content, giving the sponsor a presence within the occasion itself rather than a separate advertising slot competing for attention.

Results

The Hub turned a single day’s occasion into sustained attention, well past the final whistle.