Founding Story & Our Editorial Standards
Pitchlore started because the founder, a former local newspaper sports sub-editor, kept opening football sites promising deep analysis and finding the same three paragraphs of transfer speculation copied across ten different pages. There was no shortage of football content online, just a shortage of anyone checking it.
So the approach here is deliberately slower. Writers are hired for what they actually know about the game, not how fast they can turn around a post. Every article passes through a second editor before it's published, and any stat used has to trace back to an official data source or the writer's own match notes.
The reader comes first in a practical sense too: no clickbait headlines that oversell a story, an open correction policy when we get something wrong, and a genuine person reading every message that comes through the contact form, not an automated inbox.
We'd rather run three well-checked pieces a week than ten padded-out ones, so every article gets read twice before it's published.
Daniel AshworthEditor-in-ChiefIf a number can't be traced back to an official source, it doesn't go in the piece, simple as that.
Priya ChandraHead of Data and Fact-CheckingWhat Guides Our Coverage
Named writers only
Every piece carries a real byline, so you know who is telling you what and can follow their work.
No recycled wire copy
We don't repost press releases as news; if it's on the site, someone here actually wrote it.
Open correction policy
Spot a mistake and tell us; we fix it and note the correction at the bottom of the article.
Reader questions answered
Send us a topic you want covered and a real editor will read it, not a bot.
Consistent publishing rhythm
New match reports and tactics pieces land on a set schedule, not whenever convenient.
Independent of any club
We're not funded by or affiliated with any club, agent or league, so the coverage stays honest.
Accuracy first
A claim doesn't go in an article unless it can be traced to an official source or our own match notes. If we can't check it, we leave it out.
Named accountability
Every writer signs their own work, and every correction gets a note attached rather than a quiet edit.
Reader access
Anyone can send a topic suggestion or flag a mistake, and a real editor reads it, not an automated inbox.
We started this because most football writing online is recycled wire copy dressed up as analysis. We check our facts, name our writers, and only publish something once we would want to read it ourselves.
Contacts