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Why YouTube team Hashtag United want to go down

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Spencer Owen, Founder and Chairman of Hashtag United, and Seb Carmichael-Brown, Founder and Commercial Director of Hashtag United, pose for a photo with the FA Women's National League Cup trophy after their team's victory the FA Women's National League Cup Final between Newcastle United and Hashtag United at Kenilworth Road

Owen helped build Hashtag into a club with more than two million social media followers – similar to Bournemouth, the Premier League club with the fewest followers.

They employ a 14‑strong full‑time media team, producing a constant stream of content that creates an additional revenue source most clubs at their level do not have.

Yet the club attract an average of only 216 supporters per match to their temporary home in Aveley, Essex. According to the club, that had become a “toxic” situation – one they now feel they must resolve.

“At the moment, at least, we do not benefit from the core business model that clubs 100 years old in our division have, whether gate receipts or food‑and‑beverage income,” Owen said.

He said relegation would mean reducing the playing budget by 30–40%, with “six figures” being reinvested into a new permanent home at Redbridge FC’s Techsoc.Com Stadium, next to Barkingside station and easily reachable from both London and Essex.

“You couldn’t get a more Hashtag location,” Owen added. “It’s a big swing for us – a permanent home, building a fanbase.

“We’ve had four homes. We’ve never spent a penny on trying to drive people to games. Next year we’ll spend significant money on that.

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“That’s why we must protect resources. People say, ‘You raised all this money, surely you can afford Step 3.’ Yes, we could – but it would disadvantage the business long term because we’d have to spend supporters’ money on footballers who wouldn’t guarantee success.

“Everyone who understands football knows this is the smarter play. Get a ground. Build a fanbase. Take a step back. Drop the ego. Do what’s right long‑term.

“Ideally, we’d get relegated on the pitch – but this decision only came recently due to our form, sponsorship situation and opportunities ahead that we couldn’t take.

“We communicated with the players early – a week before the registration deadline. Some chose to leave. But we didn’t cut the budget. We’re still trying to win games. Cutting the budget and tanking would be immoral.”

Owen speaks with passion and frustration after a week of criticism for requesting voluntary relegation. He stressed repeatedly that next season’s budget will remain the same, but will be put into infrastructure rather than “extortionate” wages for “left‑backs or right midfielders” at Isthmian Premier League level.

“I own about 65% now; I owned 85–90% then. I have never been remunerated for any of the shares I diluted,” he said. “I’ve done most of this job for free over the years.

“There’s this idea that I’ve made millions off YouTube, but I really haven’t. I haven’t done anything on my channel in eight years. That’s where I used to make my money, but I put Hashtag first.

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“I’m not struggling. But the people we’re up against are guys who have made a lot of money from other businesses and are enjoying a dalliance with football. Good luck to them. But we’re not that. We’re truly self‑funded.

“No one talks about the fact we have not, at any second in this decision, questioned reducing our women’s team budget. We decided to relegate our men rather than our women – how often does that happen?

“Our division will change, but in terms of our content and the way we try to revolutionise matchday experience, there’s never been a bigger change in Hashtag’s history. We want to get back to Step 3, but with a bigger fanbase.”

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Hibs: David Gray ‘will continue until told otherwise’ – but has Hibs boss lost the fans?

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David Gray took charge permanently in 2024 after three caretaker spells

Kieron: Kilmarnock could have won by three or four and it wouldn’t of flattered them. Hibs were so poor tonight. David Gray’s position is hanging by a thread.

Stuart: The players on that pitch have to take as much responsibility as Gray for this result, nowhere near good enough. Amateur performance.

Andy: How can Gray continue to keep his job? The players are not playing for him. The club is a mess. Banning the only fans that bring an atmosphere. Benching three of our best players. So confusing.

Chris: Question the tactics. Thought for long time long ball is desperate and lacks ambition. Pressure indeed on David Gray.

Lee: If we end the game two points off bottom spot then it’s surely time up for the Hibs manager. It’s not a run and recovery from a bad position needed, it’s deliver and results from the get go the support demands for a club of our size.

Stuart: The players on that pitch have to take as much responsibility as David Gray for this result, nowhere near good enough. Amateur performance.

Paul: Long balls to no-one as usual from Hibs and as usual our keeper is a weak link. Gray has to go even if we win as this is awful football. Bring in Neil Lennon or Steve Clarke asap before our season drifts to nothing as usual.

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Andy: How can Gray continue to keep his job? The players are not playing for him. The club is a mess. Banning the only fans that bring an atmosphere. Benching three of our best players. So confusing.

Brian: Worst backline in Scotland, midfielders trot about like headless chickens, feel sorry for strikers. Gray clueless. No plan. No tactics. Blah, blah, blah after game as usual but won’t resign. Board have to act.

SMcDhfc: David Gray has lost the team, it was obvious tonight. As an attacking force, we were shocking, lots of huffing and puffing but not one real effort on target. The players should be embarrassed after that display, but they will get the result they are after, Gray sacked.

Craig: I like Gray but believe it’s time he goes. He has one formation. It’s just not good enough. But, if he goes, Malky MacKay [director of football] should go too. His signings have been terrible.

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Thomas Tuchel: England boss regrets not eating Azteca turf after World Cup win in Mexico

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Thomas Tuchel, wearing a dark polo shirt, clenches two fists and grins in celebration

England’s victory was only the third time Mexico had tasted defeat at the stadium in 90 competitive matches.

Tuchel described it as one of the highlights of the campaign and hailed the “huge bond” within the camp, especially the reaction to Jordan Henderson’s tournament-ending injury after falling over an advertising hoarding while celebrating the Azteca success.

“This game had so much of what you could wish for,” added the German. “If you needed any proof of what it meant to these players and how they were with each other, it was the moment Jordan fell over and broke his arm.

“Within a second, the players were there. Every single player was there stopping the celebrations, building a shield, protecting Jordan, not going anywhere, in full empathy. It was so special.”

England are next in action against World Cup winners Spain on 26 September in their 2026-27 Uefa Nations League opener, with the 2028 European Championships also on Tuchel’s radar.

Confident of ending England’s wait for a first senior men’s trophy since 1966, he believed their World Cup run not only cemented his relationship with the squad – “it feels like they are my players now” – but also represented “something to build on”.

Tuchel added: “I’m very excited. I think we got another step closer and I think we’re there.”

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Northern Ireland: Eligibility rules ‘not particularly fair’ – Michael O’Neill

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Michael O'Neill and Ceadach O'Neill

Under the Good Friday Agreement – the 1998 peace accord that followed the conflict colloquially known as The Troubles – those born in Northern Ireland can hold both British and Irish passports.

A Court of Arbitration for Sport ruling in 2010 means players born anywhere on the island of Ireland are able to represent the Republic of Ireland regardless of whether they fulfil any other measure of eligibility, namely being born in the territory, having a biological mother, father, grandmother or grandfather born in the territory, or having lived there for an uninterrupted period of five years.

Players born in the Republic of Ireland, however, cannot represent Northern Ireland unless they are otherwise eligible.

“We exploit eligibility, the same as every other country does, down to the grandparent rule, but this is a rule which is obviously unique between ourselves and the FAI [Football Association of Ireland],” said O’Neill.

“I think everyone recognises it’s not particularly fair, but as I say, our focus is to make sure our pathway for our young players is as good as possible and that’s a pathway for boys from any part of the community.”

In May, FAI director of football John Martin said the organisation should at “the bare minimum” be sounding out eligible players.

“We know there are kids out there who want to play for Ireland who haven’t been approached in the past,” said Martin.

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“That’s not right. It’s making sure we have a presence and we understand all the players available to us, and that they are being monitored and tracked.”

When asked whether the narrative around young players in or around his squad is tiresome to him, O’Neill said: “It would have been in the past, it’s not tiresome now.

“We have people who comment on this and talk about nationality and talk about identity and talk about all these different things, which are part of being born in Northern Ireland and growing up in Northern Ireland.

“But I think what we’re missing now is that we’re putting young players in a situation where they have to make a decision which is irreversible.”

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