Welcome to our latest Creator Spotlight, a series dedicated to celebrating the voices shaping modern fan media and introducing supporters to the people behind and in front of the camera. Each feature takes a closer look at the passion, commitment and creativity that drives fan-led football content.
This week, we caught up with Matt from Gills in the Blood a dedicated fan channel producing content covering all things Gillingham FC. Through his work he was very recently crowned runner up in the category for EFL Creators of the Year 2025 powered by The Deck – a significant achievement that reflects both the quality of its content but also the trust he’s earned within the football community.
Here’s what Matt had to say…
1. What made you start creating football content?
I was invited to produce a match day vlog for another Gills channel that was going at the time, and really enjoyed it. I decided immediately afterwards that I wanted to start up my own channel, and now nearly 9 years & 4,000 subscribers later I would hope it wasn’t a bad decision.
2. How long have you supported your club, and what’s your earliest or favourite memory of being a fan?
My first match was in April 1989 when I was 6 years old. I don’t remember anything about it in terms of players or the game, and I think we won 1-0, but something about it must have stuck with me.
3. What do you enjoy most about making content for fellow fans?
The biggest enjoyment for me is keeping those that can’t get to games - whether that’s due to age, health, location - feeling like they are close to the action and connected to the football club. The community feel at a lower level is essential, and if I can aid that even just a little bit I am happy.
4. If you could fix ONE thing about modern football, what would it be and why?
Get rid of VAR. I know it doesn’t really affect me as a a lower league fan, but it’s been an awful addition to the game and was something we had been fine without for decades.
5. Matchday routine — any superstitions?
Some when we are doing (relatively) well, I may wear the same shirt we won in at the last game or walk a certain way to the ground. None of it really has an affect does it, it’s just one of those quirky things us football fans do.
6. What’s the one thing fans would be surprised to learn about you?
I’m not sure there is much left to surprise people anymore. Although plenty tell me I am a lot taller than they think based on seeing me sat down recording videos indoors.
7. Your club in ONE word — go.
Frustrating.
8. What do you want fans to take away from watching your content?
I want people to see that I care not only about my club, but also lower league football as a whole. There is so much more connectivity between clubs and fans the lower down the pyramid you go, and I hope that the time I take with my content shows that I am passionate about not only Gillingham FC but also those divisions that don’t have a light shone on them as much as they deserve.
Want to get involved with Creator Spotlight?
If you’re a fan-led content creator telling authentic football stories – whether through vlogs, podcasts or fan reaction – we want to hear from you. Creator Spotlight is our way of recognising the people behind the content and giving creators a platform to be seen, discovered and celebrated by the wider football community. Get in touch.