How to become a sport content creator, with ACFC's Adam Clery & Karel Prince, The HMRC of Football

Audiences online are turning towards more authentic content that doesn’t aim to gain popularity by triggering anger or unhappiness, according to the founder of the ACFC YouTube channel, Adam Clery. 

Clery was speaking at MPTS 2026 earlier this year, alongside Karel Prince, who is better known as The HMRC of Football for his videos outing pundits for stretching the truth. ACFC is a YouTube channel covering football tactics backed by The Independent, which has over 225,000 subscribers. The conversation with panel host Datshiane Navanayagam is now available in full in the latest episode of the Broadcast Sport Podcast, which you can listen to below. 

Clery told Navanayagam that the age of “Rage baiting” could be over: “We’re coming back around to authenticity. Hopefully we’re both good examples of this. There’s been a real era of bad-faith actors getting a lot of headlines, getting massive audiences, and doing really well off the back of it.

“I think people are a little bit tired of that now. You’re seeing, even if it’s on a much smaller scale, a lot of creators starting to get a bit of traction just by being believable.

“We keep saying authentic, and it feels to me that’s the next growth industry is maybe just trust.”

Prince added to that, telling budding content creators that they should be careful to produce videos that they want to keep making, as chasing views could have unforeseen consequences. He said, “The biggest opportunity is starting as you mean to go on. No one’s saying that you can’t make bad quality videos, but it’s also the content that you’re putting out there because you don’t know what’s going to blow up.

“You can make the most rage bait-y video that you didn’t think was going to go anywhere, and now that’s what you’re known for. So as your audience grows, you’re always going to be known as the guy who did that particular video. You’ve got to keep one eye on the future.”

Prince also believes that the best platform for new creators at the moment is TikTok, “Platform-wise, I’d say TikTok because it’s probably the most content creator-friendly algorithm if you’re a newbie. I’ve seen a lot of people start accounts and then within a week or two they’ve got thousands of followers.”

You can listen to the rest of the conversation below, and subscribe to the Broadcast Sport Podcast on all major podcast platforms to hear more content like this.