The recent redundancy of the Bury Free Press’s local sports reporter marks more than just the end of a role — it signals a significant shift in how community sport is covered, celebrated, and remembered. With digital content increasingly locked behind paywalls and print readership in sharp decline (ask yourself — when did you last buy a physical newspaper?), the future of accessible, community-focused sports journalism is in jeopardy.

For decades, local sports reporting has played a vital role in our communities. It has amplified grassroots achievements, celebrated young talent, and connected fans with their local teams. But as the traditional media landscape continues to contract, sports clubs can no longer afford to wait for outside attention. The risk is clear: without proactive action, we face a decline in visibility, engagement, and long-term support. It’s time for clubs to take control of their narrative.

At Beanstalk Media, we believe the future of local sports storytelling lies within the clubs themselves. Forward-thinking organisations like Bury St Edmunds Rugby Club are already stepping up. With the creative talents of individuals like Andy Herlihy, William Affleck, Charlie Woodbridge, and Alex Rowles, the club is forging a new standard in self-generated sports content — providing fans, players, and sponsors with dynamic, high-quality coverage that keeps the community connected.

But this moment calls for more than just content creators. It requires all of us — supporters, parents, local residents — to engage, attend, and share. Every post you like, match you attend, or story you pass along contributes to sustaining and growing the culture of local sport. This is more than a media shift. It’s a cultural pivot — one that asks communities to value and invest in their local clubs as the beating hearts of connection, opportunity, and pride. So let’s take ownership of our stories.

Let’s rally behind our clubs. Because if we don’t tell our own stories, no one else will.

Max MacGillivray