Thewliss and Elderbrant had a limited amount of time and resources, both human and technological, to create and share content for 42 clubs in four tiers of Scottish football and two Cup competitions. In total, the duo cover more than 650 matches a season. They shared videos, images, and copy destined for social media via the aforementioned WhatsApp. It was a lot of “ugly sharing of content,” as they put it.