A Fan Who Became the Voice of the Club
Akio Fernandes’ journey with FC Goa is one of rare continuity, one that began in the stands and evolved onto the pitch and beyond. A lifelong football enthusiast, his connection with the sport deepened after the 2006 FIFA World Cup and later through his admiration for European clubs like Spain’s national team and Manchester City. When FC Goa was founded in 2014, it marked a defining moment for Akio, as the club represented football at the highest level in his home state.
That emotional connection would later shape his professional path. In 2021, Akio joined FC Goa’s marketing team, marking the start of a journey that would see him rise to Head of Content & Social Media within four years. Today, at 29, he is in his fifth season with the club and plays a key role in shaping how FC Goa is seen, heard, and felt by fans across India and beyond.
Leading Content and Media in Modern Football
As Head of Content & Social Media, Akio oversees a wide spectrum of responsibilities. From managing the club’s daily social media presence and capturing on-field and off-field moments, to executing large-scale campaigns involving ticket sales, jersey launches, sponsorship activations, hoardings, and advertising, his role extends far beyond posting content.
His work lies at the intersection of storytelling, branding, and fan engagement, ensuring that every piece of content reflects the club’s identity while resonating with an increasingly digital audience.
Storytelling Rooted in Fan Perspective and Goan Identity
One of Akio’s defining strengths is his ability to think like a fan, because he was one long before he became an employee. This perspective allows him to intuitively understand what supporters want to see, feel, and connect with.
Under his leadership, FC Goa’s content has consistently incorporated elements of Goan culture, music, and local identity. This approach strengthens the bond with the club’s core audience, which also forms the majority of its ticket-buying fanbase. The result is storytelling that feels authentic, rooted, and emotionally engaging rather than manufactured.
Where Football and Content Creation Converged
While football was always present in Akio’s life, his interest in content creation took shape during his college years. His creative instincts found an outlet through The Hungry Wolf, a food blog and content platform he has run for nearly a decade, producing blogs and short-form video content around food and restaurants.
Bringing together his love for football and visual storytelling at FC Goa was, by his own admission, a dream realised, one where passion and profession seamlessly aligned.
Navigating Pressure in the Digital Age
Managing a football club’s digital presence comes with unique challenges. In a results-driven environment, public sentiment can shift rapidly depending on on-field performances. Akio acknowledges that content strategies must adapt just as quickly, especially during periods of poor form when communication needs to be measured, sensitive, and thoughtful.
Compounding this is the reality of today’s saturated digital ecosystem. With audiences consuming exponentially more content than they did a few years ago, capturing attention requires speed, relevance, and originality. Akio addresses this by planning multiple creative contingencies and staying constantly alert to emerging trends.
Creativity Without Compromise
For Akio, creativity cannot pause because of results. Football’s unpredictability demands readiness, Plan A, B, and even C. Staying agile, embracing trends early, and reacting decisively are central to maintaining relevance.
A key milestone in his tenure was the formation of FC Goa’s first fully in-house content team since 2016. Built two years ago under his leadership, the team marked a shift away from agency-led execution, allowing for faster turnaround, stronger cultural understanding, and tighter alignment with the club’s values.
Fan Engagement as the Club’s Lifeline
Akio strongly believes that fan engagement is central to a football club’s success. Supporters invest more deeply in clubs that acknowledge them, interact with them, and create a sense of belonging.
During his time overseeing fan engagement, he acted as a bridge between supporters and management—an advantage amplified by his identity as a local fan turned professional. Initiatives such as Indian football’s first-ever fan message mosaic, sponsored away trips, ticket benefits, and regular interactions with season ticket holders helped strengthen this bond both online and offline.
Youth Development as a Content Pillar
FC Goa’s investment in grassroots football plays a significant role in its content strategy. With developmental teams ranging from Under-13 to Under-21, the club actively showcases its pathway-driven ecosystem.
The rise of players like Brison Fernandes, who progressed from the U-15s to the senior team, earned ISL’s Best Young Player award, and scored India’s first ACL 2 goal against Al-Nassr, has reinforced the importance of youth-focused storytelling. Highlighting this structure also attracts sponsors by demonstrating long-term vision beyond the first team.
Representing Club and Country on the Asian Stage
One of Akio’s most defining professional moments came during FC Goa’s qualification for the AFC Champions League 2. Following a crucial win against Al-Seeb SC, he was informed that he would travel to Malaysia alongside the team manager to represent the club at the official ACL 2 draw.
From being a fan in the stands to representing both club and country at a continental event, the experience symbolised the extraordinary arc of his journey. Being drawn alongside Asian giants like Al-Nassr only amplified the significance of the moment.
Milestones, Silverware, and Pride
While Super Cup triumphs remain special, the 2025–26 season stands out as the most memorable chapter of Akio’s career. Despite domestic uncertainties, FC Goa’s victory over Al-Seeb SC and subsequent participation in the ACL 2—travelling to Saudi Arabia, Iraq, and Tajikistan, represented the pinnacle of Indian club football.
Being part of a team carrying national pride on an Asian stage, backed by fans across the country, was an experience he describes as unforgettable.
Staying Ahead in a Rapidly Evolving Landscape
Innovation, according to Akio, comes down to first-mover advantage. Following the right voices, recognising trends early, and acting quickly are essential. With modern tools, and the rise of AI, content creation has become more accessible, but only those who adapt continuously will stay relevant.
Advice to Aspiring Sports Content Creators
Akio views sports content creation in India as a niche with immense untapped potential. Despite the country’s size, there are still very few consistent and high-quality creators in the space.
His advice is simple: stay genuine, avoid imitation, and focus on building a distinct personal identity. While copying others may bring short-term growth, sustainability comes from originality. With clubs and brands actively seeking authentic voices, the opportunity has never been greater.
More Than a Workplace
For Akio Fernandes, FC Goa is family. It is a shared emotional space, on the pitch with players and staff, and in the stands with supporters. Over eleven years, the club has shaped the lives of countless Goans, even those who no longer follow football closely.
Through highs, lows, and historic milestones, FC Goa has remained a constant. And for Akio, being part of that journey, helping tell its story, is not just a career, but a lifelong connection.
