Tell us about yourself, what do you do in your current role and what roles have you done previously?
My name’s Owen Belli and I’m the Social Media Manager at England Rugby. My role is very hands-on and based in the field, embedded within the England senior men’s camp. I focus on creating short-form content that helps grow our social media channels, giving fans an inside look at the team through behind-the-scenes moments, player & staff features, and creative storytelling.
Before this, I worked at BBC Studios as a Marketing Executive and Producer, managing the BBC Earth channels. That role was heavily focused on promoting the BBC’s natural history content, including editing and packaging clips from iconic programmes, particularly David Attenborough documentaries. I spent most of my two years editing Attenborough clips which basically meant watching stunning animals in 4K while he whispered in my ears. Not bad really…
What three words would you use to describe your role?
Immersive. Electric. Rewarding.
“Normal” isn’t a thing in sport so what does an “average” week look like for you?
The job really splits into two parts.
Outside of competition time, it’s more strategic. I focus on planning ahead, finding the best ways to use UGC, grassroots content, and digging through my own archive and the match archive for timeless moments that can still resonate with fans.
Then there’s life in camp, which is full-on and all-consuming. We’re a small embedded team of two, working closely with the England senior men’s squad. Each day is broken into a few key areas. First, there’s the everyday content which includes gym sessions and pitch training. These are moments that can quickly connect with fans, whether it’s someone lifting big or finishing a great try.
Then there are the planned shoots. Fun Q&As, quick-fire challenges, or creative ideas designed specifically for social. I also spend a lot of time with the support staff, physios, chefs, analysts, nutritionists, the unsung heroes whose stories are incredibly engaging.
Our fans love that insight, and it’s some of our most high-performing content. “Day in the life” style videos with staff are now a core part of our strategy, and building those relationships helps plan content in advance.
Food content has been a real passion project of mine. Fans are fascinated by what elite players eat, and we’ve experimented with different formats to keep it fresh. Our chef now has over 20,000 Instagram followers and even gets asked for selfies. It’s wild.
So, camp life is intense but exciting. You go in with a plan for the week, but things shift quickly, and new opportunities always pop up. That unpredictability is what makes it so fun.
Then, of course, you get to matchday, the pinnacle. I’ve covered over 50 senior men’s games now. I’m usually sat just behind the try line with a camera, waiting to capture magic. More often than not, the players deliver.
How did you end up where you are right now? When did you know you wanted to work in sport?
One of the biggest things I live by is saying yes to as many opportunities as I can. I’m always looking to connect with new people and explore different avenues.
While I was working at the BBC, I applied for a role at England Rugby, had the interview, but didn’t get it. A few months later, they called me back with a different role that suited me perfectly.
Around six months in, just as TikTok and short-form content were really starting to take off, I was invited to join the 2022 Summer Tour to Australia. At the time, no one had ever been embedded in camp solely focused on creating mobile-first content. It was a huge opportunity and an incredible tour, beating Australia 2–1. I was working with players I’d grown up watching on TV. It was pretty surreal.
I’ve played rugby since I was nine. My dad started our local junior team after England won the World Cup in 2003, and sport has been a huge part of my life ever since. I’ve tried pretty much everything; I even joined a pub darts team recently! So to now work in sport, especially rugby, really does feel like a privilege.
I’ve been lucky to have some brilliant people along the way who’ve given me chances, backed my ideas, and helped me get to where I am now. I definitely don’t take that for granted.
What is your number one focus when it comes to your work?
Helping to grow the game by creating content that reaches beyond core rugby fans. I have a range of content pillars for a reason. Not everything has to be about scrums and tries.
Whether it’s food content, gym routines, behind-the-scenes staff stories, or day-in-the-life features, I want to create entry points for different types of people to connect with the team and, ultimately, with the sport.
What’s the most important lesson you’ve learned in your career so far?
Not every piece of social content will take off. It’s easy to get caught up in refreshing posts and obsessing over numbers, but you have to learn to let go and focus on creating consistently.
What are you excited about in your industry at the moment?
We’ve just returned from an unforgettable summer tour of Argentina and the USA, and came back with a clean sweep. Momentum is building as we head into the Autumn Nations Series this November, where we’ll face some of the best sides in the world. We have some great content planned for that!
And then there’s the Women’s Rugby World Cup, right here on home soil. It’s going to be incredible to see stadiums across England hosting these games. I think we’ve got a real shot at winning it and I can’t wait to watch the action unfold and see what the content team create from inside their camp.
Sport is a hectic industry, what do you do to switch off?
When your whole job lives on your phone, putting it down after a long campaign isn’t easy.
To switch off, I try to get outside. Running, rugby, throwing darts, and occasionally giving golf a go… although I lost 14 balls last week, so maybe I should just pick the phone back up.
If you were to give a piece of advice to someone wanting to do your role, what would you say?
Build a portfolio, even if it’s not official work. Create mock-ups, personal projects, or examples of what you could do, and bring those into any interview. It shows initiative, creativity, and that you understand the role.
Use LinkedIn to follow people doing similar work and learn from what they share.
And most importantly, say yes to opportunities. You never know where they’ll lead.
How to follow Owen Belli…
All the England Rugby socials.
My Instagram: @belliowen
TikTok: @owen.belli
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