In football, new clubs are rarely built in public. Even fewer are built with fans helping shape everything from the name and logo to the clubâs identity. But thatâs exactly the experiment behind Palm City FC, the Dubai football club founded by content creator and entrepreneur Soheil Var.
Speaking with Kike Levy on the Gameday Podcast, Var described Palm City FC as both a professional football team and a media-first sports project. His argument is straightforward: in modern sport, content is no longer a marketing tool. Itâs a core part of the business model.
Palm City FC was created in just 365 days, going from zero to a licensed professional club in the UAE football system. The team started in the UAE third division, secured promotion in its first season and now competes in the UAE second division, with ambitions to keep climbing the league pyramid.
But results on the pitch are only part of the story.
From the beginning, Var documented the clubâs creation online and invited supporters to participate in the process. Fans helped choose elements such as the clubâs branding, kits and identity. The result was a football project that grew alongside its audience, almost like a live documentary or serialised story.
That strategy has had clear commercial benefits. According to Var, Palm City FC generates millions of monthly social media views, giving sponsors access to a highly engaged digital audience rather than just matchday exposure. The club has already secured sponsorship deals and a revenue-sharing streaming agreement for its matches.
The broader idea challenges a long-standing structure in the sports industry. Traditionally, clubs relied heavily on broadcasters to reach fans, effectively outsourcing the relationship with their audience. Palm City FC is attempting the opposite approach by building direct connections with supporters through content and community engagement.
For a new club in a lower division, this approach also solves a visibility problem. Ninety minutes of football alone may not attract global attention. But stories about founders, players, setbacks and promotions can travel far beyond the stadium.
Var believes this narrative-driven model makes football easier to follow for younger audiences who are used to creators, personal brands and behind-the-scenes storytelling.
Inside the club, that philosophy shapes how the organisation operates. Palm City FC runs with a lean, start-up-style structure, but places heavy emphasis on media production and storytelling. In practice, the club functions both as a sports team and as a media platform.
Varâs longer-term vision goes even further. He wants Palm City FC to help players build personal brands alongside their careers. Not every athlete will want that path, but those who do could use the clubâs media infrastructure to share their own stories, connect with audiences and develop new opportunities beyond the pitch.
The ambition is clear. Within five years, Var hopes Palm City FC will reach the UAE Pro League, compete at the highest level domestically and become one of the most recognisable football clubs associated with Dubai.
Whether the model proves sustainable as the club climbs the football pyramid remains an open question. Professional football becomes more expensive and competitive at each level.
But Palm City FC is already testing a broader idea that many sports organisations are now confronting: in a digital era, football clubs are not only competing on the pitch. They are also competing for attention.
For Var, the modern football club is not just a team. Itâs a story that fans want to follow.
Key takeaways
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