Pillar 1Posted daily
Short-form reels
The bread and butter of a sports account. A quick, engaging highlight play that stops the scroll.
The sports content blueprint
The content system
EJ Media’s guide to building an elite social media presence for your sports program, and the team that runs it for you. More than video: reels, photos and graphics, planned, made and posted every week.
Applies toSports teamsTournament hostsAthletes
EJ Media LLCSports content
Background
Built for programs that want a brand
EJ Media works with sports programs looking to build their brand: on game day, in the feed and everywhere fans, families and recruits are watching.
The content system is the blueprint we run for every program we work with. It covers what to post, how often and why, and our team makes and posts all of it, so your staff can coach.
Ethan Jaworski
Founder and creative director, EJ Media LLC
Case study
Mukwonago football, one season in
Before: not on social mediaAfter one season: 2,000+ followers
Mukwonago football did not exist on social media. In one season on the content system, we grew the program to more than 2,000 followers and more than 100,000 unique viewers.
- Followers
- 2,000+
- Unique viewers
- 100,000+
The five pillars
More than video
Five kinds of content, each with a job and a posting rhythm. Together they keep your program in front of fans, families and recruits every day.
Pillar 2Posted weekly
Long-form reels
Make them stay. This is how you tell the story and show your audience your brand, your identity and who you are.
Pillar 3Posted weekly
Photo carousels
Freeze the action. The best action frames from the week, in one swipe.
Pillar 4Daily or weekly
Graphics
Keep your followers informed in an engaging way: gamedays, final scores and schedules.
Pillar 5Posted daily
iPhone reels
They serve more than one purpose: action posted in real time, a look behind the scenes at your game-night production, and interactive videos with coaches and players.
Every day
Short-form reelsiPhone reelsGameday and final score graphics
Every week
A long-form reelA photo carouselSchedule graphics
How it works
How a month runs
- 1
Plan the month
A call at the start of each month: games, events, players to feature and sponsors to thank. You approve the calendar.
- 2
Film game days
Cameras for the reels and carousels, iPhones for the real-time posts, from warmups to the locker room.
- 3
Make and post
Reels, carousels and graphics edited, captioned and posted on the rhythm of the five pillars.
- 4
Report and adjust
Followers, views and what worked. Next month’s plan starts from there.
A week in season
The five pillars, day by day
Pick a sport to see what goes out each day. The posts change with your schedule; the rhythm doesn’t.
Game days are highlighted in gold.
Monday
- Short-form reelTop play from Friday
- Photo carouselBest frames from the game
- GraphicPlayer of the week
Tuesday
- Short-form reelPractice drill of the week
- iPhone reelCoach Q&A at practice
Wednesday
- Short-form reelSenior spotlight
- GraphicOpponent preview
Thursday
- Short-form reelHype trailer for Friday
- iPhone reelLocker room walk-through
Friday
Game day- GraphicGameday
- iPhone reelWarmups and walkout, live
- GraphicFinal score
- Short-form reelTop plays, same night
Saturday
- Long-form reelGame recap film
- iPhone reelMic’d-up moments
Sunday
- Short-form reelBest catch of the week
- GraphicNext week’s schedule
17 posts this week6 short-form reels1 long-form reel1 photo carousel5 graphics4 iPhone reels1 day on site with a camera
Plans
Pick the plan that fits your season
Every plan runs all five pillars. Tell us your schedule and we’ll quote it in writing.
In-season
For programs that want their season covered properly, game by game.
- Short-form and iPhone reels every day
- A long-form reel and a photo carousel every week
- Gameday, final score and schedule graphics
- Shoot days agreed in your plan
- Posting, replies and a monthly report
Year-round
For programs that recruit, fundraise and post through the off-season too.
- All five pillars, in season and out
- Off-season, recruiting and training content
- Commitment and signing day graphics
- Shoot days agreed in your plan
- Posting, replies and a monthly report
Tournament hosts
For tournaments, showcases and camps that need coverage while it’s happening.
- Short-form and iPhone reels every event day
- A photo carousel from each day
- Bracket, results and sponsor graphics
- A long-form recap film for teams and sponsors
Working with an individual athlete? We build the same five pillars around one player. Ask about athlete plans
Questions
Questions coaches ask
No. Video is two of the five pillars. The system also covers photo carousels, gameday and score graphics, real-time iPhone reels, captions, posting and a monthly report.
Sports teams, tournament hosts and individual athletes. The pillars stay the same; the calendar is built around your schedule.
Instagram, TikTok, YouTube, X and Facebook. We post where your audience already is, and we can start an account from zero, as we did for Mukwonago football.
You do. Each month’s calendar is approved up front, and anything sensitive (injuries, recruiting news, results you’d rather not post) is checked with your staff first.
Yes. Graphics are built from your marks and colors, or from your school’s or club’s existing brand guidelines.
We move with them. Weather, rescheduling and playoff runs are part of sport; the calendar is updated and the shoot days rebooked.
Start a plan
Build your program’s following
Tell us your sport and your schedule. We’ll send a first month’s calendar, built on the five pillars, with the quote.