Spencer Carmichael-Brown: The Visionary Behind Hashtag United and the Digital Football Revolution
In the ever-evolving landscape of modern football, few names have managed to bridge the gap between the virtual and real world quite like Spencer Carmichael-Brown. Widely recognised online as Spencer FC or Spencer Owen Carmichael-Brown, he has become a trailblazer in football content creation, esports, and club management. From YouTube sensation to founder of a semi-professional football club, Spencer’s journey exemplifies the power of digital innovation fused with traditional sport.
Early Life and Education
A Passion for Performance and Sport
Spencer Carmichael-Brown was born and raised in Brentwood, Essex. His early years were marked by a strong passion for both football and the performing arts. Educated at Westcliff High School for Boys and later King Edward VI Grammar School, Spencer excelled academically with top grades in English Literature, History, and Business Studies. His natural flair for communication was evident during his school days, where he was an active member of debating societies and extracurricular activities.
University of Reading
Spencer went on to study English Literature at the University of Reading, graduating with a 2:1 Honours degree in 2010. During his university years, he honed his media and presentation skills through student radio and television, serving as a presenter and host. This experience would later become invaluable in his content creation career.
The Rise of Spencer FC
YouTube Beginnings
In 2011, Spencer began creating football-related content under the moniker Spencer FC. His engaging and humorous approach quickly garnered attention, leading to a rapidly growing subscriber base. His videos combined football gameplay, real-life challenges, and opinion pieces, earning him a loyal global following. Today, his YouTube channels boast over 1 billion total views and more than 3 million subscribers.
Transition to Presenter and Host
Spencer’s success on YouTube opened doors in traditional media. He has presented major football broadcasts including El Clásico for Eleven Sports, FA Cup Live Shows, and hosted FIFA eWorld Cup Finals across platforms like Sky Sports, BT Sport, and FOX Sports. His broadcasting prowess even extended to philanthropic events, including BBC Children in Need and the London 2012 Olympics.
Founding of Hashtag United
The Birth of a New Football Model
In 2016, Spencer Carmichael-Brown took a revolutionary step by founding Hashtag United, a football club born out of digital content creation. What began as a group of friends filming matches for YouTube has evolved into one of the most innovative football clubs in the UK. The club blends social media engagement, esports, and competitive non-league football to form a truly hybrid sports organisation.
On the Pitch Success
Hashtag United joined the English football league pyramid in 2018 and has since enjoyed meteoric success. The men’s team has achieved three promotions in four seasons and currently competes in the 7th tier of English football. Meanwhile, the women’s team has become the highest-ranked in Essex, playing in the third tier of the national league and earning championship titles.
Youth Development
A cornerstone of Hashtag United’s philosophy is youth engagement. The club now boasts over 40 youth teams with more than 500 players, fostering grassroots development and offering a pathway for aspiring footballers.
The Esports Integration
Spencer Carmichael-Brown has always stayed ahead of the curve. Recognising the rising influence of esports, Hashtag United entered the competitive gaming scene and quickly became one of the most supported FIFA esports teams globally. Notably, it was the first “non-professional” football club to have its kits featured in the FIFA video game franchise, blurring the line between gaming and real-life sport.
Commercial Partnerships and Brand Growth
Hashtag United’s commercial appeal has led to long-term partnerships with global brands including Adidas, Umbro, Hummel, Coca-Cola, Lucozade, Monster Energy, and Football Manager. These alliances highlight Spencer’s unique ability to blend commercial strategy with community engagement, establishing Hashtag as a powerful brand both on and offline.
Professionalism and Equity Crowdfunding
In 2025, Spencer announced an equity crowdfunding campaign to allow fans and investors to own a stake in Hashtag United. This bold move aims to support the club’s ascent through the football pyramid, invest in infrastructure, and ultimately establish a permanent home ground.
Other Ventures and Past Experience
Media and Marketing Career
Before launching Hashtag United, Spencer held several roles in the media industry. He served as Head of Audience Development and YouTube Platform Manager at COPA90, where he was instrumental in building one of Europe’s largest football media brands. He also worked as a digital marketing consultant, managing social campaigns for major brands like YAZOO and Oakley.
Stand-Up Comedy and Public Speaking
Between 2008 and 2012, Spencer performed as a stand-up comedian across the UK. Sharing stages with the likes of Kevin Bridges and Romesh Ranganathan, this experience sharpened his public speaking skills, which have since become a key part of his presenter persona.
Personal Life and Legacy
Spencer Carmichael-Brown’s entrepreneurial spirit is shared by his partner Alexandra Osipczak, who serves as CFO of Hashtag United. His brothers, Seb and Saunders Carmichael-Brown, have also been involved in the club’s journey, making it a true family enterprise.
His book Game Changer, which chronicles the creation of Hashtag United and his YouTube journey, earned the distinction of being a Sunday Times Best Seller, further cementing his influence in both sports and digital media.
Conclusion
Spencer Carmichael-Brown, also known as Spencer Owen Carmichael-Brown, has redefined what it means to be a football entrepreneur in the digital age. From humble YouTube beginnings to creating one of the most unique football clubs in the world, his journey is a blueprint for innovation, passion, and perseverance. By merging online content with traditional sport, Spencer has not only carved a niche but paved the way for the future of football fandom and club ownership.
As Hashtag United continues to rise, Spencer remains a figurehead for modern football’s intersection with technology, entertainment, and community. The digital age of sport has a name—and it’s Spencer Carmichael-Brown.
