Alex Iwobi’s popular behind-the-scenes football content has been cut short and fans aren’t happy. But the move by Fulham FC, his Premier League club, points to a deeper tension in modern football: how much access is too much?
The Super Eagles midfielder confirmed this week that Fulham has barred players from posting dressing room content on Snapchat and other social media platforms. According to Iwobi, the club warned he could be fined for continuing to share clips from inside the team’s private spaces.
“There’s one person in the media team saying I haven’t been capturing the right stuff,” Iwobi said in a Snapchat video. “So, there’s no more BTS. They’re trying to ban snap in our changing room.”
The 28-year-old, known for his casual and humorous content, had gained a significant following by sharing candid moments with teammates from pre-match banter to post-game reflections. Fans saw it as a window into the human side of professional footballers.
“It’s a shame, man,” he added. “I know you guys enjoy seeing what my teammates are like behind the scenes, but I have to respect the rules.”
The move reflects a broader shift across elite football. Clubs are becoming increasingly cautious about the content players release from inside dressing rooms, citing risks of tactical leaks, unwanted distractions, and potential breaches of team privacy.
Media consultant and sports branding expert Dayo Aluko believes clubs are struggling to find the right balance between player expression and institutional control.
“Social media is a key part of an athlete’s personal brand now,” Aluko told The Journal. “But once it starts overlapping with locker room dynamics and internal team culture, clubs have every reason to get involved.”
Iwobi, who joined Fulham from Everton in 2023, quickly became a fan favourite not just for his on-pitch contributions but also for his engaging online persona. His BTS (behind-the-scenes) posts often featured light-hearted interactions with fellow players, giving supporters a glimpse into the daily life of top-level athletes.
But this new policy suggests Fulham is prioritising control over casual transparency a trend that’s quietly spreading among clubs in the English Premier League.
“This is not unique to Fulham,” said a football media insider who asked not to be named. “Several clubs now have internal guidelines on what can and can’t be posted. Some even restrict phones in team areas on matchdays.”
The development may frustrate fans who valued Iwobi’s openness, but it highlights the growing responsibilities footballers bear in the digital age where every post, no matter how playful, could have professional consequences.
