From YouTube to Real Life: Hashtag United’s Push for Relegation

Spencer Owen, alongside his sibling Seb Carmichael-Brown, launched Hashtag United in 2016, evolving it from a small YouTube venture into a semi-professional football club. Despite climbing three tiers to reach the Isthmian Premier League—a seventh-tier English league and Step 3 of the non-league structure—the team is now requesting demotion for the 2026-27 season.

A Financial and Structural Challenge

In a declaration on X, the club stated that competing at this level had become “unsustainable” due to financial strain, poor governance, and a perception of the sport being in disarray. Just a day after this announcement, Hashtag suffered a 7-0 defeat to Dartford, pushing them into the relegation zone.

“Analyzing the latest financial reports, the owners had to make tough choices,” noted football analyst Kieran Maguire. “It’s a distinct model, and the founders believe they lack the resources to support the club indefinitely.”

Building a Fanbase, Not a Stadium

Spencer Owen played a pivotal role in growing the club to over two million social media followers, comparable to Bournemouth, which has the fewest Premier League followers. A dedicated 14-member media team creates ongoing content, offering an extra revenue stream absent in many local teams. Yet, despite this, their average attendance at Aveley, Essex, remains just 216 per match, creating a “toxic” scenario the club aims to resolve.

Reallocating Resources for Long-Term Growth

Owen explained that relegation would allow a 30-40% cut to the playing budget, redirecting funds toward constructing a new permanent home at Redbridge FC’s Techsoc.Com Stadium. This location, near Barkingside station, is easily accessible from both London and Essex, as he described it a “Hashtag location.”

“We’ve had four venues, but never invested in drawing crowds. Next season, we’ll prioritize that,” Owen said. “This shift ensures we protect resources, avoiding unsustainable spending on players who might not deliver consistent results.”

Voluntary Demotion and Strategic Priorities

Facing weeks of scrutiny, Owen expressed frustration but emphasized their decision was driven by long-term vision. “We’re not cutting the budget; we’re still aiming to win,” he stated. “Relegation is a strategic move to reallocate funds to infrastructure, not to pay ‘extortionate’ wages for players like left-backs or midfielders.”

A Self-Funded Revolution

Owen, who owns about 65% of the club, highlighted his personal investment. “I haven’t been paid for any shares I’ve diluted,” he said. “My income used to come from YouTube, but I put Hashtag first. We’re not a funded project—we’re self-sustaining.”

While the club’s division may shift, Owen stressed their commitment to innovative matchday experiences and content creation. The decision to relegate the men’s team over the women’s reflects a calculated approach, as such moves are rare in football’s landscape.