The last few months has a trend has been growing among football clubs who are moving into the content creation sphere like never before.

Recently, we’ve seen Juventus partner with Netflix to announce a docuseries, Real Madrid have done something similar with Facebook, while Manchester City are partnering with Amazon. But this week Italian giants Inter Milan tried something new and arguably more exciting.

On 9 March, the club will mark its 110th birthday and to celebrate the occasion, the Nerazzurri will build up to the day with a different piece of original content every day, drawing on the club’s media archive, Inter TV footage and marrying that past with the present, with a special emoji for each day.

???? | If you've worked out who the protagonist of today's story is already, discover what you didn't know about him before.https://t.co/ucCjjIBu8a#Inter110 pic.twitter.com/xW85AndUwA

— Inter (@Inter_en) November 20, 2017

Football clubs are in a prime position to create their own content. Vast numbers of people follow their fortunes not just week to week or day to day, but even hour to hour. Clubs are a soap opera that never ends and so it’s no surprise that some are grabbing the opportunity to tell the story from behind the scenes, giving their fans a look behind the curtain to see what really goes on. And yet, there’s only so much that fans want to see about how a club is run or what goes on in training. If fans follow a club to that degree, some of them are doing it because they like the intrigue, the gossip and the history as much as they like training ground footage.

The first part of Inter’s series kicked off with a story from a Milan derby in the 1950s, when former player Benito Lorenzi placed half a lemon underneath the ball which was put on the penalty spot for an AC Milan penalty. The taker missed the target as his shot looped over the bar because of the obstacle he hadn’t spotted under the ball. And so the story, along with the lemon emoji and a video compilation of some of Lorenzi’s goals for Inter come together in a mixed media project on a beautifully laid out site.

Although Inter are using their 110th birthday as an opportunity to look back over their history and get excited about their future, it seems as though this is as rich a source of content for football clubs as a fly-on-the-wall docuseries. Perhaps even moreso.