Dugout AI Ltd · Sussex, UK
Dugout AI: More than footballmedia.
A UK football media, technology, digital publishing and creative services company, giving non-league football professional coverage, real exposure and new commercial opportunities, powered by people and AI.
FootballMediaTechnologyCommunity
AIDougieDugout AI's football personality
Latest show · ready to play
Dugout AI on YouTube →Watch the latest.
The SNLF ShowMore from The SNLF Show →
The SNLF Live with Loxwood FC
21 Oct 2026
🎙️ New to streaming or looking to level up? Check out StreamYard and get $10 discount! 😍 https://streamyard.com/pal/d/4617863530872832
IBB10 Live
THE SNLF LIVE Goals Show
Sponsorship and advertising
Put your brand on matchday.
Reach supporters, players, volunteers and club officials across Sussex non-league football, on screen, in print and on social.
🏆 Best Non-League Podcast 2026, Non League Bible
2,800+YouTube subscribers@DugoutAi
4,000+Peak concurrent live viewersLive shows on YouTube
2,000+Regular live audienceEvery SNLF and IBB10 show
2Live shows every weekWednesdays and Sundays, 8pm
Not just a podcast
A connected football network.
Dugout AI brings together shows, publishing, AI products, consumer brands, digital services and partners: one ecosystem built for the grassroots game.
Football
Sussex non-league coverage, from the National League to the Brighton, Worthing & District League.
Media
Live shows, podcasts, interviews and a weekly digital magazine.
Technology
Dougie AI, InTheDugout and new AI products for the game.
Community
Exposure and commercial opportunities for clubs and local business.
Our programmes
All shows and schedule →On air. On demand. On the record.
On air weekly
The SNLF Show
The Sussex Non-League Football Show
Watch and explore →
On air weekly
The IBB10 Show
Sunday nights · 8pm · Live on YouTube
Watch and explore →
On YouTube
Dugout Diaries
Founder-led · Independent · Opinionated
Watch and explore →Published weekly
Dugout News
Digital football publication
Watch and explore →The Dugout AI portfolio
Nine brands. One network.
Every show, publication, product and service has its own home. Pick one.
01 · ShowOn air weekly
The SNLF Show
The Sussex Non-League Football Show
Explore→
02 · ShowOn air weekly
The IBB10 Show
Sunday nights · 8pm · Live on YouTube
Explore→
03 · PublicationPublished weekly
Dugout News
Digital football publication
Explore→
04 · EditorialOn YouTube
Dugout Diaries
Founder-led · Independent · Opinionated
Explore→
05 · ProductAvailable now
Dugout 90
The non-league matchday can
Explore→
06 · AIIn training
Dougie AI
Dougie AI · the non-league grim reaper
Explore→
07 · AppAvailable now
InTheDugout
The InTheDugout app
Discover InTheDugout→
08 · DataLive
Dugout Data Hub
Results · tables · stats
Explore→
09 · Aerial mediaAvailable now
Dugout Drone
Aerial media · with SEPMEDIA
Explore→
Alright. I'm Dougie. Your back four's a shambles
Featured · Dougie AI
Meet the non-league grim reaper.
Dougie is the Dugout AI robot: cheeky, sarcastic and obsessed with Sussex non-league football. He already writes the league overviews in Dugout News, and he's in training to become the fifth host of our shows.
Today
- Dugout AI mascot and character
- Dugout News league overviews
In development
- Fifth host on the shows
- ElevenLabs-powered voice
- Animated avatar
- Audience interaction
DugoutNews
The voice of Sussex non-league football
Issue 1118 Oct
Dugout News
The voice of Sussex non-league football.
Dugout News, Issue 11, 18 Oct 2026. Results, reports, tables and features from across the leagues we cover.
Advertise in Dugout News: rates and packages on request.
Dugout AI technology
All products →Software for the game.
Available nowApp
InTheDugout
InTheDugout is the Dugout AI app for Sussex non league football: fixtures, league tables, live match updates, podcasts and news, all in one place.…
Discover InTheDugout →
LiveData
Dugout Data Hub
Dugout Data Hub is our results and statistics site for Sussex non league football: league tables, results, form and club comparisons, plus every edition of Dugout News…
Explore the data →
Dugout 90 · say it "Dug Out Ninety"
The non-league matchday can.
Dugout AI's own football-linked drinks brand, and proud sponsor of Dugout Diaries. Buy cases online, or stock it at your ground.
Services
We build more than audiences.
Websites with SEPMEDIA, AI creative and media, and aerial filming: the tools we use for our own brands, available for yours.
With SEPMEDIA
Website development
Websites and digital experiences for football clubs, small businesses and commercial organisations.
Get a quote →
AI creativeCreative and media
Promotional video, broadcast graphics, digital publishing, social content and podcast production.
See services →
AerialDugout Drone
Aerial photography and video of grounds, venues and events, delivered with SEPMEDIA.
Book a shoot →
Our commercial partners
All partners →In good company.
Pulse Water Limited
Platinum Partner
Commercial water hygiene and water treatment specialists, and Dugout AI's platinum partner.
Partner page →
Joma
Sportswear Partner
Sportswear, football teamwear and training kit. Joma is the Dugout AI sportswear partner.
Partner page →
SEPMEDIA
Design & Drone Partner
Digital development, websites, media, creative and drone services.
Partner page →
Sussex Print & Design
Print Partner
Football ground pitchside boards, banners and print.
Partner page →
Pulse Water Limited · partner offer
FREE SITE ASSESSMENT · QUOTE DUGOUT
Quote "DUGOUT" when you enquire and Pulse Water will carry out a free site assessment.
Claim it →
FounderMike McCaffreyVoice of Dugout Diaries
Our founder
Giving grassroots football a stronger voice.
Mike McCaffrey is the founder of Dugout AI and the voice behind Dugout Diaries: an independent football media entrepreneur building a network that gives grassroots football the coverage, exposure and opportunities it deserves.
Latest from Dugout AI
Media hub →News and features.
AnnouncementAnnouncement
Pulse Water: our platinum partner
Pulse Water backs Dugout AI as platinum partner, with a free site assessment for anyone who quotes DUGOUT.
AnnouncementAnnouncement
Joma joins Dugout AI as Sportswear Partner
Sportswear brand Joma is the official Sportswear Partner of Dugout AI.
AnnouncementAnnouncement
SEPMEDIA named Dugout AI design & drone partner
SEPMEDIA joins Dugout AI as design and drone partner, powering our website development services and Dugout Drone aerial filming.
Commercial enquiries
Let's talk business.
Sponsorship, advertising, websites, creative work, drone filming, distribution or a product demo. Tell us what you need and the right person will come back to you.
- Every enquiry goes straight to the Dugout AI team
- No obligation, no hard sell
- Your details are only used to reply to you