Celebrating a milestone, Sarah Winterburn marks 25 years at Leeds-based Football365.
- Winterburn is among the pioneering women in football journalism.
- She became editor in 2002, with a unique journey across cities and office environments.
- Winterburn reflects on outpacing well-funded competitors and creating impactful content.
- The industry has shifted dramatically, with data now driving publication strategies.
Sarah Winterburn, a key figure in sports media, celebrates 25 years with Football365. As one of the first women in football journalism, her journey began in 1997 and saw her rise to editor by 2002. Winterburn says her long tenure is uncommon today, akin to something from the past.“It doesn’t feel like 25 years. It’s been almost all my working career, and that is incredibly unusual. It’s particularly unusual in this industry, but unusual in general. It’s like something from the Victorian times.”
Over her career, Winterburn adapted through different cities, management styles, and always found new challenges. Her pride stems from successfully competing against bigger rivals and stirring discussions. Winterburn notes, “I think we’re doing something right if we’re annoying people, to be honest.”
The evolution of journalism has been significant. Two decades ago, metrics were rare, leaving writers guessing about audience size and engagement. Today, data about readers’ habits is abundant. This shift demands a careful balance between personal interest and viewer preferences.“Fast forward a couple of decades, you’ve got so much information. You know exactly where every single person is coming from… it sometimes does take the magic out of it…”
Her advice to aspiring football journalists is straightforward: begin now, find a niche, and create content. The path is demanding yet rewarding, as Winterburn concludes, “If you want to write about football, if you want to make videos about football, then you should already be writing about football… It’s such a tricky business to get into now, but it’s a brilliant business, because football is phenomenal.”
Sarah Winterburn’s 25-year journey at Football365 highlights the continual evolution in football journalism, blending tradition with modern insight.
