When it launched last November, Dugout turned heads, with high-profile clubs such as Manchester City, Liverpool, Paris Saint-German, Barcelona and AC Milan among its initial investors.

The idea behind Dugout is to bring fans access to the world of football beyond the matches. There are 74 clubs, one football federation, two leagues, 107 players and multiple influencers signed up, with each having their own page that is regularly updated with behind-the-scenes content showing players at the training ground, at their houses and taking part in games such as keepie-uppie challenges. There’s even motivational videos from eccentric French left back Patrice Evra.

Its founder clubs are also shareholders in the business, with Dugout having an in-house production team that works directly at places such as the Nou Camp and Etihad Stadium to produce a regular stream of original content.

Earlier this month, Dugout announced a partnership with Major League Soccer (MLS) – the site and app will have a dedicated page for the US league – and it is hoping the global exposure can help it to grow its 8.5 million monthly active users.

According to Dugout’s president Matthew Baxter, Dugout has gained 69.2 million users since launch and achieved 151.5 million page views. And he believes the brand is finally starting to take off.

He tells Marketing Week: “Obviously we don’t have the rights to show the…