About Football Lowdown:

Who Are Football Lowdown? 

Born from the merging of teams from The Real EFL, The Deck, and the Lowdown Podcast Network. Football Lowdown covers football as fans actually see and discuss it. Written by both accredited and upcoming journalists

We are a team of dedicated independent journalists who report football as it should be experienced: discussed, narrated, and shaped by the fans from the stands.

Reporting on the English pyramid and beyond, we host accredited and upcoming journalists, as well as a series of award-nominated podcasts. Our content bridges the gap between ‘breaking news’ and the conversations that fuel the game.

Our History

Originally established in late 2023 by NUJ and FWA journalist, Ryan Whelan, Football Lowdown was first known as Look Sports Media. This followed on from Ryan’s success in establishing The Real EFL as one of English Football’s most respected independent, multimedia outlets.

Founded alongside Chris O’Brien and Callum Moseley, the project received unprecedented support. So by 2024, this enabled Football Lowdown to establish its dedicated media department. This saw the creation of our award-nominated, Lowdown podcast series.

The Football Lowdown Media Network

At Football Lowdown, we value the granular details and engaging discussions that bring us closer to our football clubs. That’s why all of our media operates towards different niches, allowing our specialists to focus entirely on their areas of expertise. Ultimately, giving the audience that hyperlocal depth of discussion which we all want to have about our teams.

• Football Lowdown – Our flagship website for breaking news, long-form features, and opinion pieces.
• The Lowdown Series – Our award-nominated podcasts covering the top five tiers of the English football pyramid:

• Premier League Lowdown

• Championship Lowdown

• League One Lowdowon

• League Two Lowdown

• National League Lowdown

• Lowdown Media: Our creative production arm, driving the future of sports broadcasting.

Ownership and Transparency

Football Lowdown’s trading name is LSM Publishing Limited. We believe ethical journalism starts from transparency, which is the cornerstone of trust in mainstream media. 

The publication has been primarily owned by Ryan Whelan. But late 2025 saw the arrival of Gary Hutchinson to strengthen our leadership team, reuniting a partnership that led The Real EFL into being one of the industry’s leaders. Alongside Gary, Jamie Ward and a dedicated team of specialist creators joined the existing team, ensuring Football Lowdown’s commitment to sports media innovation.

Why Trust Football Lowdown? 

1. First-Hand Experience: Our journalists aren’t just aggregators; they are fixtures at press boxes, stadiums, and training grounds. Whether it’s the Premier League or the National League North, our team provides insights born from being “in the stands.”
2. Subject Matter Expertise: Our editorial board consists of seasoned professionals with years of experience covering the nuances of the English Football League (EFL) and non-league tiers.. We embrace the opinions and discussions that bring us closer to our clubs, we explain the financial and cultural shifts of the game.
3. Authoritative Recognition: Being finalists and winners at the Football Content Awards serves as a peer-reviewed stamp of quality. We are regularly cited by major outlets and are trusted by clubs and players for exclusive interviews and “inside-track” reporting. We have been recognised by the BBC, Forbes, Wikipedia, and many more. 
4. Ethical Trustworthiness: Football Lowdown operates under a strict code of conduct. We verify sources, provide right-of-reply, and clearly distinguish between factual reporting and opinion pieces. As a subsidiary of LSM Publishing LTD, we are an accountable, UK-registered entity. For more information please read our ‘Editorial Standards’ page

Contact & Accountability

We value our community of readers and listeners. If you have a story, a correction, or a media inquiry, you can reach our editorial team directly.

Registered Office: 95c Back Hilton Road Aberdeen AB253SX Editorial Inquiries: info@thedeck.new