Jeff Stelling returns to screens with CLUB Game
Jeff Stelling is making his long-anticipated return to screens, stepping in to host the new 2026/27 season of CLUB Game, a UK-built football ownership game that has rapidly gained popularity, reports BritPanorama.
The innovative game, developed by Formation Games, co-founded by former FA chief executive Alex Horne, has attracted 750,000 players, referred to as “club owners,” and reached the top of the App Store in the UK, particularly soaring during the World Cup. Unlike traditional fantasy football setups, CLUB allows players to engage in management aspects such as overseeing stadium upgrades, handling transfers, and even designing club crests.
Stelling’s role will see him host discussions aimed at fans who believe they could manage a football club more effectively than current leaders. “The question is, could you do a better job of running a football club? That’s what we’re putting to the test with Club Game, where fans can prove if they can run a club better,” he noted, expressing enthusiasm for the new campaign.
Tom Russell, co-founder of Formation Games, outlined a shift in focus within football, suggesting that “the most interesting shift in football isn’t happening on the pitch, it’s in the boardroom.” This sentiment plays into the game’s design, which emphasizes strategic decisions rather than simply creating a starting lineup.
Rasmus Smith Bech, of the creative agency Ace of Hearts, highlighted the notion that football fans often believe they could manage clubs better, suggesting that the game provides an opportunity for them to validate that belief. Stelling, recognized for his long-standing presence in sports broadcasting, will drive the show’s dynamic, challenging football’s most vocal supporters.
As CLUB also engages as a sponsor of Dagenham & Redbridge this season, linking fan interests with club ownership, the initiative illustrates a growing trend in the relationship between supporters and management structures, a reflection of modern football’s evolving landscape.
Stelling’s return underscores the interplay between football fandom and management aspirations, framing a narrative that resonates deeply with avid followers of the sport.
