bottom of the 90

Editorial policy

Effective Date: August 11th 2026
Last Updated: August 11th 2026

Bottom of the 90 is an independent football media publication owned and published by Mad Lads Media Ltd, a private limited company incorporated in England and Wales under company number 17391947. This Editorial Policy explains the principles and standards that guide our journalism, analysis, opinion and other editorial content.

Our Mission
Bottom of the 90 exists to help American football fans understand, enjoy and follow the Premier League with confidence. Founded by two lifelong British football supporters, our goal is to bridge the gap between British football culture and an American audience. We explain the game without talking down to readers, combining authentic football knowledge with clear, accessible and entertaining storytelling. Our commitment is simple: to produce journalism and editorial content that is accurate, independent, transparent and enjoyable to read.

Accuracy
We strive to ensure that factual information is accurate at the time of publication. Football moves quickly. Team news, injuries, transfers, squad selections, fixtures, kick-off times, television schedules and other information may change after publication. We make reasonable efforts to verify factual information before publishing it and, where appropriate, rely on authoritative or credible sources. When information is developing or has not been officially confirmed, we aim to make that clear to readers.Although we strive for accuracy, we cannot guarantee that every article will remain current after publication.

Independence
Bottom of the 90 maintains editorial independence from advertisers, sponsors, affiliate partners and other commercial relationships. Editorial decisions are made by the Bottom of the 90 editorial team under the responsibility of Mad Lads Media Ltd. Advertisers, sponsors, commercial partners, clubs, leagues, governing bodies, players and agents do not have the right to determine our editorial opinions or conclusions. Commercial considerations may influence which commercial partnerships we enter into, but they do not determine what our independent editorial coverage says.

Fairness
We aim to report honestly, fairly and in context. News reporting seeks to present verified facts accurately and without unnecessary bias. Opinion pieces, player ratings, tactical analysis, rankings, predictions and fantasy football recommendations are inherently subjective and reflect the editorial judgment of the individual writer.Football creates strong opinions and disagreements. We do not believe fairness requires every viewpoint to receive equal weight, but we aim not to deliberately misrepresent opposing views, individuals, clubs or organisations.

Conflicts of Interest
We recognise that football is built on passion, rivalry and club loyalty. Personal support for a football club does not automatically disqualify a writer from covering that club, provided their coverage remains fair, honest and consistent with our editorial standards. Writers and contributors are expected to disclose any personal, professional or financial relationship that could reasonably be perceived as materially influencing their coverage. Where a material conflict of interest exists including a significant affiliation with a club, player, agent, betting operator, fantasy platform, sponsor or commercial partner we will disclose that relationship to readers where relevant. Our editorial team and contributors may not accept gifts, payments or preferential treatment from clubs, leagues, governing bodies, players, agents, sponsors or commercial partners in exchange for favourable coverage. Where legitimate media access, hospitality, review products, travel or other benefits are provided in connection with coverage, we will disclose them where they could reasonably be relevant to a reader's assessment of that coverage.

Transparency
We believe readers deserve to understand how our content is produced and when commercial relationships are involved. Affiliate links, advertising, sponsorships and other commercial relationships will be disclosed where appropriate. Sponsored or paid-for content will be clearly identified and distinguished from independent editorial content. We will not knowingly present paid advertising as independent journalism. Our approach to advertising, affiliate relationships, sponsorships and commercial partnerships is explained further on our Trust & Transparency page.

Distinguishing News from Opinion
Bottom of the 90 publishes different forms of content, including:

• News reporting;

• Opinion;

• Match previews and recaps;

• Tactical analysis;

• Player ratings;

• Fantasy football recommendations;

• Transfer coverage;

• Rankings; and

• Predictions.

Where practical, we distinguish between factual reporting, analysis, opinion and predictive content so readers understand the nature of what they are reading. Opinion, rankings, ratings, predictions and tactical interpretations represent editorial judgment and should not be interpreted as statements of objective fact.

Sources and Verification
We seek to use reliable and authoritative sources whenever reasonably possible.These may include:

• Official club announcements;

• League and governing body statements;

• Direct interviews;

• Accredited or established journalists;

• Official competition documentation;

• Reputable news organisations;

• Publicly available statistical information; and

• Match footage or other primary-source material.

We aim to verify significant claims before publication. Information based on transfer rumours, reports from other publications or developing stories will be attributed and identified appropriately.We will not knowingly present unverified speculation as confirmed fact.

Anonymous Sources
Bottom of the 90 prefers to identify sources wherever reasonably practical. However, we may grant anonymity where a source has a legitimate reason to remain unidentified and where we believe the information is credible and publication is justified in the public interest or provides legitimate editorial value to our readers. We do not grant anonymity merely to publish gossip or unsubstantiated speculation. Where anonymous sourcing is used for significant factual claims, we will seek independent verification wherever reasonably possible. The identity of a confidential source will be protected in accordance with our editorial commitments and applicable law.

Corrections
Despite our best efforts, mistakes occasionally happen. When we identify a significant factual error, we aim to correct it promptly, clearly and transparently. Readers who believe they have identified an error are encouraged to contact us at [email protected].
Correction Standards
Minor corrections such as typographical errors, formatting issues, spelling mistakes or immaterial factual details may be corrected without a formal notice. Significant factual corrections that materially affect the substance, accuracy or conclusions of an article such as an incorrect score, misattributed quotation or materially inaccurate statistic will normally include a dated Editor's Note explaining what was corrected and when. We will not ordinarily remove accurate published material merely because a person or organisation later dislikes or disagrees with it.
Newsletter Corrections
Newsletters are delivered directly to subscribers and cannot be altered after distribution. Where a material error is discovered after a newsletter has been sent, we will address the correction in a subsequent issue where appropriate. Where an archived web version exists, we will also correct the archived version where reasonably practical.

Artificial Intelligence
Bottom of the 90 may use artificial intelligence tools as part of our editorial and production workflow. AI tools may assist with activities such as:

• Research;

• Drafting;

• Editing;

• Proofreading;

• Summarisation;

• Translation;

• Headline development; and

• Production workflows.

Artificial intelligence does not replace human editorial judgment or responsibility. Every article published by Bottom of the 90 is reviewed and approved by a human editor before publication. We do not knowingly publish fabricated AI-generated quotations, sources or factual claims. Responsibility for published editorial content remains with Bottom of the 90 and Mad Lads Media Ltd, regardless of whether artificial intelligence assisted in its production.

Editorial Independence from Commercial Relationships
Advertising, sponsorships and affiliate relationships may help finance Bottom of the 90 and allow us to produce editorial content for our audience. However, no advertiser, sponsor, affiliate partner or other commercial partner has the right to:

• Approve independent editorial articles before publication;

• Determine our editorial conclusions;

• Influence player ratings;

• Influence tactical analysis;

• Influence fantasy football recommendations;

• Influence match predictions;

• Require favourable coverage; or

• Prevent legitimate critical coverage as a condition of a commercial relationship.

Where content itself has been commissioned or paid for by a commercial partner, it will be clearly identified as sponsored or commercial content.

Fantasy Football, Betting and Predictions
Bottom of the 90 may publish fantasy football advice, player recommendations, predicted line-ups, match predictions, statistical analysis and betting-related editorial content. Such content represents analysis and opinion based upon information available at the time of publication. Football is inherently unpredictable. No prediction, recommendation or analysis should be interpreted as a guarantee of future performance or results. Betting related content is provided for informational and entertainment purposes and does not constitute financial or gambling advice. Readers are responsible for their own decisions and for complying with applicable laws and age restrictions.

Photography, Images and Third-Party Material
Bottom of the 90 respects the intellectual property rights of photographers, publishers, clubs, leagues and other rights holders. Photographs and other visual material may be:

• Created by us;

• Supplied with permission;

• Licensed through professional image providers such as Getty Images;

• Provided by authorised partners; or

• Used where otherwise permitted by applicable law.

Third-party material remains the property of its respective rights holders. We aim to provide appropriate attribution or credit where required by the applicable licence or law.

Reader Feedback
We welcome respectful and constructive feedback from readers. Readers may contact us regarding:

• Corrections;

• Questions;

• Suggestions;

• Story ideas;

• Editorial concerns; or

• Complaints about our coverage.

Feedback is considered by our editorial team and may help us improve our reporting and editorial standards. Editorial enquiries and correction requests may be sent to:[email protected]

Editorial Complaints
If you believe an article materially breaches the standards set out in this Editorial Policy, you may submit an editorial complaint to [email protected]. Please identify the article or content concerned, explain the issue and provide any relevant supporting information.We will review legitimate editorial complaints and determine whether a correction, clarification, update or other action is appropriate. Submitting a complaint does not guarantee that content will be changed or removed.

Updates to This Editorial Policy
We may update this Editorial Policy from time to time to reflect changes in our editorial practices, publication, technology or applicable standards. When material changes are made, we will update the Last Updated date at the top of this page. The current version will be available through bottomofthe90.com.

Related Policies
Our editorial standards should be read alongside our:

• Terms of Use

• Privacy Policy

• Trust & Transparency

Together, these pages explain our relationship with readers, our privacy practices, editorial standards and approach to commercial relationships.

Publisher and Contact Information
Bottom of the 90 is owned and published by:
Mad Lads Media Ltd
Company No. 17391947
Registered in England and Wales
71-75 Shelton Street
Covent Garden
London WC2H 9JQ
United Kingdom
Email: [email protected]
Website: bottomofthe90.com

© 2026 Mad Lads Media Ltd. All rights reserved.