How 3 cofounders used Instagram, TikTok, and YouTube to build a 6-figure startup about soccer

• Eni Shabani, Jamie Pollitt, and Brendon Shabani are the media company Rising Ballers' cofounders.
• The company netted nearly seven figures in revenue last year and works with Nike, Puma, and the BBC.

Names: Eni Shabani, Jamie Pollitt, and Brendon Shabani

Ages: 28, 25, and 20

Location: London

Business: A digital-media publication that highlights emerging global soccer stars

Backstory: For Brendon Shabani, Rising Ballers started as a hobby where he'd post on Instagram about his favorite upcoming soccer stars. He teamed up with his brother Eni Shabani and his fellow soccer fan Jamie Pollitt in 2017 to turn his passion into a digital-media company that lives solely on social platforms.

"We felt like young footballers were underrepresented at the time, particularly in English football," Brendon Shabani told Insider. "We wanted to create a platform that gave young players the exposure they need to help them become a success in the game."

In 2018, the company expanded to open and fund four soccer teams; there's one for men, one for women, one for players under the age of 18, and one for those under 16 across the UK. Additionally, Rising Ballers produced the YouTube reality shows "Unsigned" and "Youngers," which document the teams' journeys. Today, pro clubs sign talent from Rising Ballers teams, including Iliman Ndiaye, a 22-year-old who plays for Sheffield United.

"We're seeing clubs push their young players into the senior teams," Brendon said, adding that young players were often ignored in soccer until Rising Ballers started chronicling their importance. "We're proud to say we played a part in the culture shift."

Tapping into the global soccer audience can be lucrative for entrepreneurs: Billions of people globally watch soccer, and the European market is estimated to be worth $30 billion, according to a 2019 report from the professional-services firm Deloitte.

Growth: Rising Ballers netted nearly seven figures in revenue last year, which Insider confirmed with documentation. The company primarily earns its income from advertising and paid partnerships and has worked with brands such as Nike, New Balance, Puma, and the BBC to produce sports-related shows and host events. Rising Ballers' content has received more than 200 million digital impressions — the number of times a person has engaged with the content — across its four Instagram pages, three TikTok accounts, Twitter profile, and YouTube pages. Today, the brand has 2.8 million followers.

Before Rising Ballers: Eni Shabani worked for the private-equity firm Holland Mountain, Pollitt studied anthropology at the University of Bristol, and Brendon Shabani played professional soccer while studying for the UK's General Certificate of Secondary Education. When they started the business, they initially worked part time.

Challenges: Tackling the oversaturated world of soccer media was difficult, so the cofounders depended on their relationships with professionals in the soccer industry, like agents and players, who could help them stand out, Eni Shabani said.

"We knew we had something special and had to be careful of people trying to take advantage of that," Pollitt added. "Knowing who around us was genuine and who wasn't was tough but made us much better judges of character in the long run."

Business advice: "Realize how big the mountain it is you're about to climb," Pollitt said of launching a business.

Meanwhile, Brendon Shabani emphasized the importance of taking a chance. "If you don't try, then you don't succeed," he said.

Business mentor: Eni Shabani leans toward his former finance boss who told him not to fear going against the status quo. Pollitt looked to the music entrepreneur Jamal Edwards as a mentor and said he taught him the importance of believing in yourself. Brendon Shabani said his former manager, Justin Edinburgh, advised him to live a life without regret.

Why is now the best time to start a business: "Never before could you start something from a laptop in a bedroom and grow it to become a successful business," Pollitt said. "In times of adversity lies great opportunity."

On hiring: The company has nine full-time workers and six part-time employees. Pollitt said the cofounders hoped to double that head count this year.

Managing burnout: Eni Shabani listens to podcasts and trades cryptocurrencies, Brendon Shabani likes to play soccer, and Pollitt enjoys spending time in nature.

"When you're in the office, dedicate 100% time and effort to your work, and when you're with friends or family, try your best to be present and 100% in that," Pollitt said. "Easier said than done."