Telegraph Media Group has launched a football website – Project Babb – outside its metered paywall.

The site aims to offer ‘fun’ football coverage in order to attract a younger audience through social media. It was designed from scratch by the Telegraph and is a mobile first site.

The site describes itself as “pro-fun, pro-laughter and pro-joy” and “anti-banter, anti-dullness and not fond of PR fluff.” It has been compared to sites like Buzzfeed and UsVsThem.

A statement from Project Babb said: “Conceived as an antidote to po-faced football coverage, Project Babb celebrates the sport and everything which makes it the silliest spectacle on earth. We have been dogged by persistent and entirely true rumours about links to the Telegraph Media Group.”