Welcome to Industry Insider by Behind Sport. We’re speaking to Luke Lambourne, Media Manager at Leyton Orient!


Tell us about yourself, what is your current role and what roles have you done previously? 

I’m the Media Manager for League Two side Leyton Orient, based in East London. It’s a varied role at a club with a proud history and an ambitious board, so week-to-week all manner of things can happen!

I started working in the football industry as a Marketing & Communications Officer for Surrey FA, before making a bold move to the North West to take on the role as Head of Media for AFC Fylde – both of which I really enjoyed.


What do you do in your current role?

Ultimately, I oversee communications from the club and all aspects of our media output. So from the digital side of web and social media, through to the programmes, as well as co-ordinating all media requests – and plenty in between.

It’s a really creative role that gives me the chance to really push myself, and continue to learn new skills along the way.


What does a normal week look like for you?

Like most clubs, our week is geared towards the Saturday 3pm kick off.

Traditionally, throughout the week we (myself and Media Officer Dan Walker) will work on our match day programme, as well as work on all types of content to excite supporters ahead of the weekend.

 This ranges from traditional interviews, through to a more informal approach with “The O’s Show”, a 20 minute segment show.

 Our streaming service is another key factor and a big part of our revenue, so this is something that is giving an increasing amount of attention.

 We have a busy and forward thinking commercial team too, so there are often plenty of things keeping us busy in terms of our clients and obligations.

Then comes matchday, which is frantic, fast paced and chaotic – but we aim to capture a wide range of content that works for different audience – from a ‘closer look’ style behind-the-scenes video, and through to our more traditional output.


How did you end up where you are right now? When did you know you wanted to work in sport?

Like everyone, with a bit of luck! I was actually unsuccessful in the interview for my role at the Surrey FA.

Two weeks later however I got a call offering me it as the other candidate was withdrawn!  

From there on in I worked hard to get into club media, volunteering, learning and trying to do as much as I could with my time to make my CV more impressive the next time I would go for a job.

Working in football always seemed like it was too good to be true, and I always remind myself how privileged I am to have the chance to travel the country and be so close to my passion.


What are you excited about in your industry at the moment?

Streaming. Covid has had a big impact on lots of things, and it looks like the traditional ‘tv blackout’ could be one of them.

At Orient, we’ve invested in a new set-up which allows our club streaming service to provide pre-match, half-time, and post match coverage – something that we feel is really ahead of the game right now.

This means that we’ll be producing a full show for each match, and in replicating that Match of The Day feel, we feel it has the ability to help us grow our audience and sustain it.


What is the one piece of advice you would give to someone wanting to work in the sports industry?

Hard work and enthusiasm will get you to places that you want to go. In an industry which is so fiercely competitive, it really pays to do all you can to stand out.

 As I mentioned earlier, I volunteered at Hampton & Richmond Borough early on, and in doing so was able to learn a great deal.  

Moreover, it showed to my next employer how keen I was to work in full-time media.

So if you are just starting out, knock on the door of your local non-league club and immerse yourself – you won’t go far wrong.

How to follow Luke Lambourne on social media…

@Luke_Lambourne and @LeytonOrientFC on Twitter


Thanks for reading our Industry Insider feature with Media Manager, Luke Lambourne!