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Meet Ez Inyama
Ez operates as a creative strategist working across athletes, brands, and his own growing platform, helping shape how content connects with audiences in a digital-first world. His work spans agency experience with organizations like Wasserman and Two Circles, hands-on creation alongside elite athletes, and now a growing focus on education and community-building for the next generation. His career sits at the intersection of storytelling, audience behavior, and digital strategy, but that wasn’t always the plan. Far from it.
Growing up in the UK, sport was always a central part of Ez’s life. Football in particular shaped much of his early years, as he and his twin brother moved through clubs, academies, and development systems with ambitions of staying in the game long-term.
As their careers progressed, his brother continued pursuing football at a high level, but Ez found himself drawn to the academic side of sport. He developed a strong interest in science, eventually studying sport and exercise science at university with the goal of becoming a sports doctor. He thought he had it all mapped out. He even knew the club he wanted to work for - Arsenal.
But during his final year of university, things started to shift.
Ez’s Career Path
As part of his degree, Ez wrote his dissertation on racism in English football during a moment of heightened attention around the issue. The topic forced him to look at sport through a different lens, one that focused less on performance and more on behavior, media, and the way audiences engage with the game.
At the same time, the realities of pursuing a career in sports medicine became clearer. The path was highly competitive, the opportunities were limited, and the day-to-day work didn’t align as closely with his interests as he once thought. Rather than forcing himself down a path that no longer felt right, he leaned into something new. His dissertation opened the door to thinking more deeply about the social and digital side of sport.
After graduating there was no clear next step waiting for him. The late pivot wasn’t helping matters and Ez found himself applying for jobs for hours while trying to find something to work on to keep himself busy. When his brother asked him to help film content for his TikTok page he was starting, it was an easy “yes”. Ez had no idea at the time that saying yes would change everything.
He and his brother began filming constantly, often spending hours each day on a local pitch creating football content, testing ideas, refining concepts, and learning through repetition. Ez started to become obsessed with the strategy, eventually developing a series called “J’s Journey,” a skit series of a young footballers journey to signing a professional contract. The videos contained no dialogue, allowing viewers to interpret the story in their own way and see themselves in the character. Every shot, every frame, and every decision was intentional.
The success was hard to comprehend. The series generated over 500 million views on TikTok, helping grow the account to over 2 million followers. They carried that momentum over to YouTube, where their long-form content now reaches millions of viewers and has grown to over 2 million subscribers. Arguably more importantly, Ez developed a deep understanding of how content works. Not just what performs, but why it performs, and how small creative decisions influence audience behavior at scale.
That experience became his entry point into the professional side of the industry. When he applied for a role at Two Circles, he didn’t try to fit into a traditional mold. Instead, he leaned into what made him different. Rather than emphasizing conventional experience, he focused on the results he had already achieved and the insights he had developed from building content that reached millions. It worked.
At Two Circles, Ez stepped into a Creative Producer role, working across major clients including the Premier League, Wimbledon, Formula 1, and Amazon. He was involved throughout the entire creative process, from ideation to execution, helping brands and properties think more strategically about how they approached digital content. The role gave him valuable exposure to large-scale operations and showed him how strategy, creative, and commercial objectives come together inside major organizations.
As his brother’s platform continued to grow, Ez made the decision to step away and rejoin him, spending over a year traveling and working closely with athletes and creators around the world. That experience expanded his perspective even further, giving him insight into both the creator mindset and the expectations that brands bring to partnerships.
After that year's hiatus, he returned to agency life with Wasserman, where he became the first dedicated content creator within the UK business. The role allowed him to work across a range of brands and campaigns while also helping build out a relatively new function within the organization. The experience was incredibly valuable, but he still had that itch to have more ownership over what he was building.
What is a Creative Strategist?
A Creative Strategist sits at the intersection of content, marketing, and audience behavior. The role is focused on developing ideas that not only capture attention, but also align with business objectives. Creative Strategists help shape how brands, athletes, and organizations show up across digital platforms by combining storytelling with data and platform-specific insights.
The day-to-day can vary widely. One day might involve brainstorming campaign concepts or analyzing performance data. The next could include working with creators, advising athletes on their content strategy, or helping brands understand how to better connect with younger audiences. The role requires both creativity and structure, with the ability to think like a creator while also understanding how content drives results.
So Ez went off on his own, now operating across a few key areas. First, he works behind the scenes with professional footballers, helping manage and shape their social presence. He also continues to support his brother and other creators in connecting with brands and developing campaigns from a strategic perspective. But as cool as those two things are, the majority of his focus is now on building his own platform and community.
Through workshops delivered across the UK and internationally, partnerships with organizations like the Premier League, and a growing presence on TikTok, he is helping young people develop digital skills and better understand the opportunities that exist within the modern sports landscape. He has forged his own unique path into the sports industry, and is now opening the door for others to do the same.
Through his content he is showing students what the industry actually looks like and what it takes to be valuable in it. Instead of generic advice, he focuses on the skills that matter, helping students better understand how to position themselves and prepare for opportunities in sports.
Ez didn’t follow the path that a professor or industry veteran would probably recommend, but his strategic approach and commitment to success have opened up more opportunities than he ever could have imagined. It’s a great reminder that your path doesn’t have to look like everyone else's. Develop the skills, learn how to execute, and when you get your shot, deliver.
Do that, and you might just find yourself with a career like Ez’s.
Q&A: Building a Career in Content Strategy with Ezeani “Ez” Inyama
Q. Your path into the industry is very unique. When it came time to apply for formal positions, how did you leverage your atypical experience to stand out?
A. I chose to stand out and not fit in. When applying for jobs I made sure that my cv and portfolio reflected my story and this is what caught the attention of agencies. My unconventional experience juxtaposed the corporate roles I’ve applied for and I used this as my leverage.
Q. You’ve worked with and taught hundreds of young people trying to break into the industry. What’s the best piece of advice you have for those wanting to work in sports?
A. Sports is all about solving problems. if you’re currently working a role that’s not sports based: think about the tasks and responsibilities you have. These are transferable. The only thing that changes is the person you’re solving the problem for. If you’re not working: focus more on what you do have rather than what you don’t have. For example, what resources do you have direct and immediate access to? People, time, equipment etc.
Key Takeaways
1. There is no one path into sports
Ez didn’t follow a traditional route, and that’s exactly what set him apart. As the industry evolves, so do the ways to break in.
2. Create your own opportunities
Some of the best roles don’t exist yet. The people who stand out are the ones willing to build something before there is a clear path.
3. Understand the “why” behind the work
It’s not enough to know what performs. The real value comes from understanding why it works and being able to apply that thinking
Feeling Inspired? Check out these opportunities.
Closing Thoughts
Thank you for reading this week’s edition of So You Want to Work in Sports. I appreciate you being part of this community.
If you have ideas, feedback, or future guest suggestions, feel free to reach out at [email protected].
If you want more hands-on support as you navigate the start of your career within sports, book a 1:1 session with me here. The sooner you start preparing, the more confident you will feel when opportunities come your way.
Win the week!
-Ethan
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