Having been on a digital / social media course for work, they often tell you to humanize your posts as much as possible for a better connection to your audience, blah blah blah, and using first names is one of the suggestions. Which works in some industries, but absolutely does not work when reporting on goals in a friendly game where you're using all the kids.
Makes me think that whoever they've got doing the posts during the summer might be an intern with a social media background but no idea about football. A couple of years back if Vardy scored, the post would be "Vardy" not "Jamie", and he's one of our most well-known players ever.