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.
Where it started
Dugout Diaries began as one voice talking honestly about Sussex non-league football: the clubs, the people and the decisions behind them. Mike brought a background in global sales and sports media, and a refusal to sit on the fence.
Building the network
From Dugout Diaries came the broadcasting network: the SNLF Show and the IBB10 Show. Then came Dugout News, a weekly digital publication covering everything from the National League down to the Brighton, Worthing & District League.
Putting AI to work for football
Dougie, the Dugout AI robot, already writes the Dugout News league overviews. The next step is Project Dougie Live, a real-time AI co-host for our shows. Alongside him, Dugout AI runs the InTheDugout app and Dugout Data Hub.
What's next
More clubs covered, more products built and more commercial opportunities for the game at grassroots level, with partners like Pulse Water, Joma and SEPMEDIA alongside us.
Independent, direct and unapologetically on the side of non-league football.
