What a sports club should pay for social media content

For a Melbourne sports club, a content day starts from $2,800 ex GST and comes back as a month of cutdowns. An ongoing content retainer starts from $2,000 a month ex GST, tailored to the season. What a club should pay depends on how many matches it plays and how much it wants posted around them.

How much does social media content for a sports club cost?

Our published starting points, all ex GST:

• A content day from $2,800. One shoot day, cut into a month of pieces sized for the platforms they are going on.
• A content retainer from $2,000 a month, tailored. A regular shoot cadence, ongoing edits and cutdowns, delivered through our client Portal.

The retainer is tailored because the right cadence for a club running a season is not the right cadence for a five person business. A club has fixtures, finals and a break in between, and the month should be built around that.

Club packages are quoted on the brief rather than off a fixed club rate, so the published content day and retainer above are the honest starting points.

Volunteer, intern or studio: what is the difference?

Most clubs start with a volunteer, and that is a fair place to start. A volunteer cares about the club and is there on the day. The limits are time and consistency. A volunteer has a day job, and a feed run on goodwill usually thins out when the season gets busy. An intern or a student can add capacity, but they need direction and an eye on the standard. A studio costs money, and the trade is that the content gets planned, shot and edited on a schedule that does not depend on anyone's spare evening.

What can a volunteer do, and what is better left to a studio?

A volunteer is good for the things only someone inside the club can do: the quick phone clip in the sheds, the score update, the moment nobody else saw. A studio is better for the pieces that need proper cameras, light and an edit: match-day photography, highlight cuts, a season launch, player and sponsor features. The two work together. We would rather a club keep its volunteers posting the everyday moments, and have us cover the bigger pieces.

We cover the studio side for clubs through our sports club content work.

What did we do for Box Hill United?

Box Hill United has been a client since 2025. We shoot their match days and run content for the club. It sits alongside Brighton Grammar and Porsche Club Victoria in the clubs and organisations we work with, and match days, seasons and member content are the same craft as brand work, on a schedule that does not wait for you.

The club's own Meta Business Suite shows Instagram reach going from 13.7K in January 2025 to 66.4K in February 2026. January is the off-season and February is in-season, so those two months are not a like-for-like comparison. We are not claiming that content alone caused the difference. It is simply what the club's account shows.

How should a club think about sponsors?

A club's sponsors want to be seen, and content is where they are seen. The aim is for them to appear naturally in the match-day content rather than as an ad dropped on top.

What should a club with a small budget do?

Start with one content day rather than a retainer. It comes back as a month of cutdowns, and it shows the club what good content looks like before it commits to anything ongoing. If the budget is smaller than that, keep the volunteers posting and put the money into one or two bigger pieces a season, like a season launch or a grand final.

If you are weighing up what to ask for, our post on what video production actually costs covers how we price and why.

Tell us what the club has, and we will say what we think it needs.