From Local Newspapers to Global Publications: Graham Ruthven’s Journey as a Freelance Football Writer

Hi Graham, thank you for taking the time to speak to us today. Can you tell us a bit about yourself and what you currently do?

I’m a freelance football writer and podcaster based in Glasgow who has been doing this job full time for over a decade.

I am a co-host on the Total Soccer Show which is a daily podcast on The Athletic podcast network. I also write for the Guardian, FotMob, Forbes, Unibet and others. I have also written for the New York Times, Bleacher Report, Eurosport and many others in the past.

What inspired you to become a football writer, and how did you get started in the industry?

When asked this question, most people in my line of work say something like ‘when I couldn’t become a football player, I became the next best thing — a football journalist.’

I never wanted to be a football player. I was bad at football, so that was part of it, but I always wanted to be a journalist or writer and then gradually I moved into football journalism when opportunities started coming my way as I did my degree.

My first job in journalism was covering Alloa Athletic, Stirling Albion (who I support) and St Johnstone for a group of local newspapers. However, my big ‘break’ was when I started writing for the New York Times which came about from a cold email to an editor called Andrew Das.

For reasons unknown, Andrew gave me the chance to write regularly for the NY Times website and the newspaper on occasion. I’ll forever be grateful to him for that because this opened doors for me and helped me build up a profile.

I then worked as a digital sports reporter at Scottish TV for a number of years at a time when there was a culture of experimentation within the company. They put me in front of camera, we did live shows, they sent me to press conferences every week… I learned so much during this period, and also made great friends (and met my future wife).

Then in 2021, I started as a regular co-host on the Total Soccer Show and this has been my main focus for the last three years.

As a writer and podcaster for multiple outlets — what does a ‘typical’ week look like for you?

Typically, I do five shows a week for the Total Soccer Show (plus three bonus episodes for our Patreon page). This forms the central structure of my working week.

To feel adequately researched for TSS, I will typically watch a lot of matches. I’ve always watched a lot of watches, but it’s ramped up in recent years. Usually 20+ matches with most of these at the weekend to prepare for our Monday ‘Weekend Review’ episode.

Monday is also a pitching day for me when I email various editors and outlets with ideas for the week ahead. I usually hear back by Monday afternoon and I can then build a writing and filing schedule for the rest of the week.

I also have my own twice-weekly newsletter called The Soccer Dispatch. I write that on a Sunday (to be sent on Monday) and Wednesday (to be sent on Thursday).

As you’ve mentioned, you’re the founder of The Soccer Dispatch. Can you tell our readers all about it and why you launched this newsletter?

I launched The Soccer Dispatch in May 2023 because I was growing frustrated at the way the industry seemed to be contracting.

I have always enjoyed writing about stories from around world football (i.e. — not purely about the Premier League or Barcelona and Real Madrid), but those opportunities were disappearing.

So I decided to hop on the Substack train and write these stories for myself. I have written about everything from the Pope’s desire for Vatican City to join UEFA to the grind of football in Greenland.

The feedback has been really positive and TSD has now grown to a point where it has over 1,000 subscribers.

How do you go about finding new clients/work?

This is a good question and I find there is no single answer to it. Sometimes I will cold call/email editors. Other times there will be an existing relationship and they will get in touch with me if they have something.

I am grateful to be in a position where I don’t have to chase too much work now, but earlier in my career I would try to have as many plates spinning as possible.

Could you share a memorable experience, project or an individual piece of work from your career to date that stands out to you?

This might be recency bias, but covering Euro 2024 for the Total Soccer Show is something I’ll remember forever. It was exhausting travelling around Germany and recording every day in random hotel rooms late at night, but rewarding too.

Another TSS-related thing was the live show we did in New York in front of an audience of hundreds the night before the start of the 2022 World Cup. It was incredible to meet so many listeners of the show and remind ourselves that people actually listen to our ramblings.

I was also lucky enough to be sent to a number of US men’s national team matches by the NY Times, including games in Bosnia and Cyprus. This was pretty early in my career and I learned a lot covering a team in a foreign country.

What key advice would you give to aspiring freelance football writers?

Be bold and forthright in pitching yourself to editors and outlets. The worst they can say is no, and even if they do say no there could be some value from introducing yourself. They might come back to you if an opportunity arises in the future.

Also, when introducing yourself to an editor have some pitches and specific ideas ready. Give them something to consider straight away.

Knowing what to charge can be difficult for freelancers, especially those just starting out. Do you have any advice to share regarding rates?

Try not to get stressed about what other freelancers are charging. Place a value on your own work. What rate would you be happy to put in the work for? Also keep in mind that everyone struggles with knowing what rate to request no matter their experience level.

Can you share 3 useful tools or resources which you find helpful to fulfil your role?

Despite Musk’s best efforts, Twitter (I refuse to call it the other name) remains my most useful source of information. It allows me to stay across multiple different areas of football. I make good use of lists, bookmarks etc. on a daily basis. Twitter also remains crucial for making contacts.

FBRef is another site I visit almost daily. Its UI feels very Web 1.0, but it is a hugely valuable database of information that I frequently cite in podcast episodes and articles. I also use FotMob and WhoScored for this.

Finally, Spotify is what I use to subscribe to various podcasts that keep me informed about all areas of football. I’d recommend The Sweeper, The Price of Football and On The Continent.

What do you do to switch off outside of work?

To be honest, freelancing means I almost never switch off from work. There’s always something bubbling away. I very rarely watch TV without typing on a laptop at the same time.

However, I’m a big tennis and F1 fan and while I used to write about both, that is no longer the case and I can enjoy both purely as a fan. I’m also a season ticket holder at Stirling Albion and follow them home and away.

Football Manager is also a favourite of mine when I have some free time, although it often feels like work.

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