‘I was a Content Creator apprentice with Ignite – here’s how I made my club’s socials go viral’
Posted on: 29th Apr 2025
Apprenticeships 
Aspiring sports broadcaster Ethan Gough made Oxford City Football Club’s social media content go viral in 2022 when studying Ignite Training’s Level 3 Content Creator programme.
Using existing skillsets and those developed through on-the-job training, Ethan established Hoops’ first TikTok account and delivered immediate results.
Three videos which profiled the club’s first-team and development squads collectively registered 5.3 million views, elevating Hoops’ online engagement with football fans and locals to unprecedented levels.
Social media management was one aspect of Ethan’s apprenticeship with Ignite Training. He also learnt how to produce news stories for the club website, lead on matchday commentary and on the club’s PA system.
It added unrivalled experience to Ethan’s CV, and enhanced the club’s engagement with fans both digitally and on a matchday. Ethan is now studying a sports journalism course at Staffordshire University.
We spoke to Ethan to learn how an apprenticeship supported his personal development and the growth of Oxford City FC’s online profile and reputation.
Hands-on experience
Apprentices must commit a minimum of six hours each week as an average towards off-the-job training.
Off-the-job training doesn’t mean time spent away from an employer and can qualify as:
- Practical training, such as shadowing or mentoring
- Role-playing exercises
- Work based projects
- Visits to external organisations
The above approach strikes a critical balance for employers so organisations can invest in the development of employees without affecting business operations.
Ethan said: “My apprenticeship granted me a great insight into what a career in media would be like.
“It was hands-on, practical, and I was able to make a genuine impact on the club’s content creation which benefitted not only myself but the club too. Not only was I getting paid, but I developed skills critical to my role and upskilled in key areas before beginning my sports journalism degree at university.”
Club resource
Apprenticeship training today in almost all cases is funded entirely via the levy, meaning costs to employers to hire apprentices are limited to wages and setup costs – such as purchasing new equipment or uniform.
Of course, when an existing employee is enrolled onto a programme the above costs do not apply.
It means hiring an apprentice is both cost-effective for employers and adds significant value to any business, as Ethan’s story proves.
You can read more about the costs associated with hiring an apprentices by reading our second myth-busting blog here.
New opportunities
Perhaps the best opportunity for Ethan as part of his apprenticeship with Oxford City FC was the chance to commentate live on BBC Radio Oxford’s Saturday afternoon sports show.
Alongside the club’s Head of Media Andrew Gate, Ethan provides expert analysis on Hoops’ fixtures with his commentary heard by thousands of listeners at home who cannot make the match.
Jerome Sale, BBC Radio Oxford sports editor, said: “It has been great to have Ethan on our commentaries this season.
“He has been enthusiastic, reliable, insightful and confident on air.
“He has struck the right balance between having something worth hearing to say, and knowing when is best to stay quiet. A good person to have around!”
Now that is experience you cannot buy!
Get in touch!
If you represent a sports club or business and would like to learn more how our content creator apprenticeship can take your online engagement to new levels, drop our team a message today!
Our standards also cover leadership and management, teaching and coaching.
Email: hello@ignitetraininguk.com
Call: 0300 303 0890
