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The proposition

FOOTBALL INSTANT is read by people that generic sports marketing seldom reaches: supporters who want the structure of a fee and not just the number, people who work in and around the game, and readers who follow competitions across several continents rather than one league. They are international and English reading, spread across every time zone, and they tend to arrive with a precise question and stay for the whole article. If what you sell is relevant to those readers and can be advertised truthfully and lawfully, write to support@futbolalinstante.com with ADVERTISING in the subject line.

You will not find audience figures on this page, because a number without its definition attached is decoration. Ask, and we will send the most recent full month as our analytics provider reports it, definitions included, broken down by section and by device.

Read this before writing

Advertising here comes with conditions, and the conditions are not negotiable, because they are what makes the audience worth reaching in the first place. They are set out below so that nobody spends a week preparing a proposal we will have to decline.

What we run

  • Display advertising. Advertisement units on article pages, section fronts and the homepage, filled by a third-party advertising network that handles the selling, serving, measurement and billing. Campaigns reach FOOTBALL INSTANT through that network and its targeting tools, and on request we will confirm our placements and site identifiers so that you can find us inside it.
  • Sponsored content. Paid articles, labelled as sponsored at the top and in the byline, visibly different from reporting and held to the same content rules as advertisements. The people who report the news do not write them, editorial staff write no praise for sponsors, and the labelling follows our editorial standards rather than the sponsor’s preferences.

We run no full-screen interstitials, pop-unders, auto-playing sound, notification prompts or formats that move the page under a reader’s finger. Around a big match, a final or a transfer deadline, pages are deliberately kept light. Someone reloading a story on a phone with one bar of signal is precisely the reader this site exists for, and no campaign justifies making that page fail.

No gambling advertising

This is the first question most buyers in football ask, so here is the answer before you write. We do not accept advertising from bookmakers, betting exchanges, casinos, lotteries, tipster services, odds comparison sites, prediction games played for money or any affiliate promoting them. We take no revenue share, no commission and no free bet promotions. The category is blocked with the network’s controls and anything that slips through is removed by hand. This is not a comment on anyone’s business; it follows from what our disclaimer tells readers, which is that this publication reports football and does not trade on their wagers. Budgets in this category are declined however large, and repeat approaches are declined faster.

What is not for sale

There is no affiliate shop on FOOTBALL INSTANT and there never will be. We sell no links, guest posts, brand mentions, product placements inside stories or edits to stories already published. We sell no place in a ranking, a list or a preview, and no coverage of a player, a transfer or a club. We take no money to remove, soften or delay a story, including from agencies acting for a player. Offers to buy each of these arrive every week and every one gets the same one word answer. If a page on this site looks paid for and carries no sponsored label, tell us, because it was not paid for and something has gone wrong.

What else we turn away

  • Creative that imitates a club, a league, a competition or an official announcement, or that uses a crest or a badge in a way that implies an endorsement nobody gave.
  • Ticket resale of doubtful legality, counterfeit merchandise and streams of matches the seller has no right to distribute.
  • Fan tokens, club-linked speculative instruments and unregulated investment or trading offers, along with get rich quick schemes and unlicensed lending.
  • Unsubstantiated health claims, including supplements sold on performance promises, and anything presented as medical advice.
  • Political advertising that hides who paid for it, advertising for anything unlawful where the reader lives, and anything aimed at children.
  • Advertising that demeans people for who they are, or that lies about what a click will do.

If an advertisement that should not be here reaches you anyway, write to support@futbolalinstante.com with what it promoted, the page that carried it and, if possible, a screenshot, and it will be blocked at the network.

What advertisers get, and what they do not

Advertisers get their placement, the impression and click figures the network records, and honest answers about who reads us. What they do not get is any purchase on coverage. No advertiser or sponsor sees editorial copy before publication, learns which stories are in preparation, or has any power to commission, hold back or remove one. An advertiser that becomes news is covered like anyone else. Nor do advertisers get reader data: no names, no email addresses and no personal information of any kind goes to advertisers or to the network beyond the technical details described in our privacy policy, and audience figures are supplied only in aggregate. Our ownership and funding page describes the wall between revenue and editorial in full, and prospective advertisers should read it as a description of the company their brand will keep.

Standards for creative, and how to proceed

Creative must state truthfully what it is, load quickly, fit its slot and obey the advertising law of every market it targets, including the rules on endorsements and on financial, alcohol and gambling promotion. With readers in many countries, creative that is lawful in one market and unlawful in another has to be targeted with that in mind, and the responsibility for getting it right sits with the buyer. Sponsored content must be factual, must make no claim about a club, a competition or a player that the record does not support, and must not be written to resemble our reporting. Creative that falls short is blocked, and a live campaign that breaches these rules is reported to the network and taken off the site.

To proceed, email support@futbolalinstante.com with ADVERTISING in the subject line and tell us who you are, what you are promoting, whom you want to reach, in which markets and when. Within a few business days we will reply with the placements available, how to book them through the network and, for sponsored content, specifications and rates. Advertising correspondence is kept apart from editorial correspondence, and nothing said in a sales conversation ever reaches the people writing and editing the news. If your campaign falls outside the rules above, we will tell you plainly and early, which is how everything else here is handled too.