Spencer Carmichael-Brown: The Visionary Behind Hashtag United
In the modern age of digital transformation, very few individuals have managed to merge online creativity with traditional sport as successfully as Spencer Carmichael-Brown. Known widely through his online persona “Spencer FC” or “Spencer Owen,” he is a pioneering content creator, presenter, entrepreneur, and the founder of Hashtag United, one of the most unique and fast-rising football clubs in the United Kingdom. From building a billion-view YouTube empire to transforming the grassroots football landscape, Carmichael-Brown’s career reflects a rare blend of vision, innovation, and passion.
This article explores his journey in detail, from early life and education to his ventures in content creation, professional achievements, and the phenomenal success of Hashtag United.
Early Life and Education
Schooling and Academic Foundations
Spencer Carmichael-Brown grew up in Essex, England, and received his early education at Westcliff High School for Boys between 2000 and 2005. During this time, he excelled academically, achieving impressive GCSE results with multiple A* and A grades. He later pursued A-levels at King Edward VI Grammar School, where he studied English Literature, History, Business Studies, General Studies, and Human Biology. His school years were also marked by active participation in debating societies and sports.
University of Reading
In 2007, Carmichael-Brown joined the University of Reading, where he studied for a BA (Hons) in English Literature, graduating with a 2:1. Beyond academics, he was deeply engaged in extracurricular activities. He hosted at the Reading University Radio Station, presented at the University Student Television, represented his hall in sports, and played for the university football team. These formative years honed his skills in communication, presentation, and leadership – traits that would become central to his later career.
Early Career and Media Ventures
Stepping into Media and Marketing
Before achieving fame on YouTube, Carmichael-Brown worked in various roles across media, marketing, and communications. He gained early experience as a Corporate Relations Assistant at Channel 4 during a 10-week internship in 2009, where he helped plan and manage events. Later, he worked as a Copywriter at iTrigga and as a Community Manager at We R Interactive, managing social media communities and campaigns.
These positions gave him valuable insights into audience engagement, online marketing, and storytelling – skills that later defined his digital success.
Copa90 and Bigballs Films
Between 2012 and 2013, Carmichael-Brown became the Head of Audience Development and YouTube Platform Manager at Copa90, part of Bigballs Films. Here, he played a key role in the early growth of Copa90, now one of Europe’s largest football content channels. He managed collaborations with creators, developed social strategies, and oversaw YouTube content expansion. This role laid the groundwork for his own ventures in football media.
Rise as a Content Creator
Spencer FC and YouTube Stardom
In 2011, Spencer launched his own YouTube channels under the brand Spencer FC. With engaging football-focused content, his channel quickly amassed millions of subscribers and over 1 billion total views. Known for FIFA gameplay, football analysis, and engaging challenges, Spencer became one of the most recognisable faces in the football creator space.
His charisma and knowledge led to presenting opportunities. He hosted coverage of El Clásico (Real Madrid vs Barcelona) for Eleven Sports, presented Emirates FA Cup Live Shows, and became a familiar figure in the world of FIFA Esports, presenting tournaments on Sky Sports, BT Sport, and FOX Sports.
Live Events and Media Presence
Carmichael-Brown has hosted major events including the EA Sports FIFA Release Parties and the Esports Awards. His broadcasting range extended beyond football, having presented for BBC Children in Need and even contributed during the London 2012 Olympic Games.
Before his YouTube breakthrough, he also pursued stand-up comedy from 2008 to 2012, performing alongside names like Kevin Bridges, Romesh Ranganathan, and Rob Beckett. His stage experience undoubtedly sharpened his presentation skills, giving him confidence in front of live and online audiences alike.
Hashtag United: Revolutionising Football
Founding of Hashtag United
In January 2016, Spencer Carmichael-Brown took the bold step of founding Hashtag United, a football club like no other. Starting as an internet-based football team, Hashtag United harnessed the power of digital media to attract fans worldwide. The club quickly grew into one of the most-followed teams in the UK, with a larger social following than many professional clubs.
Success in Esports and Partnerships
Under Carmichael-Brown’s leadership, Hashtag United expanded beyond the pitch. The club built one of the most successful FIFA Esports teams globally, winning trophies and achieving unprecedented online engagement. The team also secured partnerships with major brands including Adidas, Umbro, Hummel, Coca-Cola, Lucozade, Monster Energy, and Football Manager.
Remarkably, Hashtag United became the first non-professional team to have its kits appear in the FIFA video game franchise, symbolising the merging of traditional football and digital innovation.
Progress in English Football Pyramid
In 2018, Hashtag United joined the English non-league pyramid, becoming the first internet-created team to enter traditional football structures. The men’s team achieved three promotions in four seasons, now competing in the seventh tier of English football. Their FA Cup qualification match even broke viewing records on the BBC.
The women’s team has also achieved great success, becoming National League champions and reaching the third tier of women’s football. In addition, Hashtag United now runs a thriving youth academy with over 40 teams and 500 players.
Author and Recognition
Spencer Carmichael-Brown is not only a creator and entrepreneur but also an author. His book, “Game Changer,” tells the story of his YouTube journey and the creation of Hashtag United. The book achieved Sunday Times Best Seller status, cementing his place as an influential voice in sports and media.
Skills, Certifications, and Expertise
Football and Coaching Credentials
Beyond content and leadership, Carmichael-Brown has invested in professional development. He holds certifications including:
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FA Introduction to Coaching Football (Level 1)
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Level 1 Talent Identification in Football (PFSA)
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Certificate in Advanced Football Tactical Analysis (Barça Innovation Hub)
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Introduction to Talent Identification in Football (FA)
These qualifications reflect his serious commitment to football beyond the digital sphere.
Broader Skills
His career demonstrates proficiency in sports management, social media marketing, creative strategy, and audience development. These capabilities allowed him to seamlessly navigate between online media, live football, and business leadership.
Personal Traits and Legacy
A Unique Blend of Roles
Spencer Carmichael-Brown is more than just a content creator. He is an innovator who has redefined what it means to build a football club in the 21st century. His ability to merge passion for football with digital creativity has inspired a new generation of football entrepreneurs and creators.
Influence on Football Culture
By founding Hashtag United, he has proved that fans, content, and community can drive real success on the pitch. His journey also highlights how non-traditional paths can reshape the sporting landscape, offering lessons in adaptability, vision, and the importance of building loyal communities.
Conclusion
From his early days as a student radio host to becoming a Sunday Times Best Selling author, football club founder, investor, and global presenter, Spencer Carmichael-Brown represents the modern multi-hyphenate professional. He has combined talent, innovation, and resilience to achieve success across multiple domains.
Hashtag United’s meteoric rise under his leadership is not just a story about football – it is a testament to the power of digital media, community engagement, and fearless ambition. As football continues to evolve in the digital era, Spencer Carmichael-Brown’s journey will remain a landmark case study in innovation, creativity, and sporting entrepreneurship.
