Threads
Threads is trialling Threads Friends, a feature that lets users build a private list of up to 50 connections and publish posts visible only to that group. It works much like Instagram's Close Friends: people added can see they are on the list, and members can view each other's likes and replies on those posts. The test is running in Ireland, Italy and Japan, though anyone worldwide can be added to a list.
For sports social teams, this points to a broader shift from public broadcasting toward smaller, curated sharing spaces. Athletes could use a Friends list to share behind-the-scenes thoughts with family, teammates or a handful of trusted creators, while clubs might reserve it for media partners, ambassadors or a select group of superfans.
With a 50-person cap, the feature suits VIP-style activations rather than mass reach. Clubs could reward contest winners or season-ticket holders with temporary access to exclusive updates, and teams already running Instagram Close Friends programmes should watch whether Threads rolls the option out more widely in their markets.
