"Scratch that, we’re in an era now where a kid from Macedonia wears a Nigerian football shirt because his favourite artist repped it in the music video of his most played song on Spotify. Football is no longer just about what happens in a stadium. Younger fans want authenticity—and they can see through half-hearted attempts at relevance."
What's authentic about a Macedonian kid in a Nigerian shirt?
The authenticity isn’t in the shirt itself, it’s in the connection. That Macedonian kid isn’t wearing a Nigerian football shirt because he’s following the national team’s results or because it was pushed at him by a marketing campaign. He’s wearing it because it represents something real to him—a cultural touchpoint that resonates beyond football.
That’s the shift I was getting at in my piece. Football culture isn’t just confined to matchdays anymore. It’s intertwined with music, fashion, and identity in ways that clubs and brands often struggle to grasp. A kid discovering the game through his favorite artist is as authentic as someone who grew up going to the same stadium every weekend… it’s just a different type of fandom.
Gen Z wants meaning, not manufactured relevance. The mistake many brands and clubs make is thinking they can force that connection instead of allowing it to happen organically.
Appreciate you reading the piece Kev and engaging with it. Always enjoy these conversations. 🫡🤝
"We’re in an era where a kid in Lagos can feel as connected to FC Barcelona as someone who lives in Catalonia. Scratch that, we’re in an era now where a kid from Macedonia wears a Nigerian football shirt because his favourite artist repped it in the music video of his most played song on Spotify."
First of all, wonderful essay I truly enjoyed reading it.
Secondly, you really hit the nail on the head with that quote. My cousin, a Spanish 17 year old boy, literally asked his parents to buy him a shirt of Nigeria's national football team bc he liked the bright green colors and he saw in Tiktok some clips of them playing in the African Cup last year. He said they played with passion and fire. And just like, with a 20 second video displaying good football and a nice aesthetic, they got themselves a sell in a whole different continent.
That is amazing Silvia, and thank you for sharing! Your cousin is proof that football culture is global currency—20 seconds, some flair, and a nice kit, and boom, new fan unlocked. Clubs spend millions on marketing, but sometimes all you need is vibes and a good TikTok algorithm. ☺️
I found this really interesting but there is nothing as grounding, human and connective in football as the match day experience shared with other fans. I’m lucky: I’ve been going the game for 25+ years and Everton have always kept it as affordable as possible even if it nearly bankrupted them (see Covid), so I struggle to see an authentic connection when routed in corporate consumption. That’s not the experience of a lot of football fans, even of the bigger clubs. The gripe of those fans (Lpool, Arsenal, Man U etc) is that it is too corporate and doesn’t care about its fans.
I heartily agree that football is and has to evolve and that evolution will come from youth: a generation who have been obstructed and/or denied human connection and therefore crave it.
Love this Christina!!! 💟 appreciate the perspective! And yess, nothing in football beats the match day experience. The smell of questionable pies, the bloke behind you shouting tactical advice like he’s prime Ancelotti, the collective groan when a pass goes astray.. it’s pure, unfiltered connection. ☺️
Everton keeping it affordable (even at their own financial peril) is exactly what makes football special. Meanwhile, at the mega-clubs, it’s all £7 pints and tourists taking selfies while the home crowd tries to remember what atmosphere felt like. That’s the real tension..football evolving vs. football selling its soul.
Totally agree that the next generation will drive the change. They’ve grown up being told connection comes via WiFi, so of course they crave the real thing. The clubs that get that balance right, blending tradition with evolution, will thrive. The ones that don’t? Well, they’ll still be out here charging £100 for a “matchday experience” that includes a VR headset and a half-time PowerPoint from a commercial partner. 🤭👾👽🛸
Really great POV and grateful that others do not see the warning signs as waning, merely the same as before, but way more connected and exposed to so much creativity and depth. Players being as much as the brand as the clubs is not new, that was ultimately my experience as a kid in the 1980/90's, but I believe there are more opportunities to create new products and IP, cutting out much of the legacy distribution, than ever before.
Appreciate the insight James! always good to know I’m not shouting into the void! And yeah, players being as much the brand as the clubs isn’t new (90s kids knew the real power was in a striker with a signature boot deal), but the game has definitely evolved.
Now, with fewer gatekeepers and way more creative freedom, there’s never been a better time to build something fresh.. whether that’s new products, IP, or entire ecosystems that don’t rely on the old-school distribution model. The ones who get it will be printing money; the ones who don’t will still be trying to figure out why their “fan engagement campaign” flopped despite 2M TikTok views.
Love this article Jordan and it hits home on many points. The opportunity in my mind is for the brands ( Football, Sports, Fashion, Gaming, Music brands etc ) to lead the way as the clubs cannot and will not, based on priorities. The clubs job is to run a football team, win matches and make sure its a great experience on and off the pitch. This is where they lose sight and try to be all things and believe they can think and act like a "culture" brand.
Probably not enough space here to express all but you have nailed it
Appreciate the kind words David and thoughtful take! You’re absolutely right—clubs often struggle when trying to position themselves as full-fledged "culture" brands because their core focus is (and should be) running a football team, winning matches, and delivering a great fan experience. That’s where brands across sports, fashion, gaming, and music can step in and lead the way, filling the gaps that clubs either don’t prioritise or don’t execute well.
That said, clubs still have a huge opportunity if they pay closer attention not just to who they partner with, but how they activate those partnerships. It’s not just about slapping logos together—it’s about creating meaningful, impactful, and authentic moments that actually resonate with their audience.
Equally, tapping into the right creators can be a game-changer. The right voices can help build narratives that land better with Gen Z and, increasingly, Gen Alpha—who are shaping up to be even more digitally native and community-driven in their expectations. The clubs that understand this shift and embrace it in a way that feels real (rather than forced) will be the ones that thrive in the next era of fandom.
Always happy to keep the conversation going—appreciate your insights!
Totally, we seem to be on the same page. The next challenge is for the management at the club , from board level, CEO etc to embrace this strategic approach. But they will continue to push the brand marketers, digital teams etc to just get clicks, eyeballs etc for today , short term thinking especially if they wish to grow the brand/club outside the city/town/country they reside in. This is where the right partnership with the right brand is critical especially if they wish to be a global club with a diverse fan base around the world.
And its not just football clubs, add rugby (union and league) , add NFL, NBA, MLB etc etc to that list
Yeah, 100%. This is the constant battle.. club execs want global growth, but at the same time, they’re out here treating brand strategy like a game of clickbait bingo. Get the clicks, get the eyeballs, job done… until they realise they’re just churning out engagement for engagement’s sake with no real long-term impact.
The challenge is getting leadership, whether at the board level, CEO, or senior execs, to move beyond short-term KPIs and instead embrace a long-term strategic vision for global brand growth. Too often, marketing and digital teams are pressured to focus on immediate results rather than building a sustainable, differentiated position in the market.
And yeah, it’s not just football. Rugby, NFL, NBA, MLB, you name it, they all face the same struggle. The clubs that get it will be building something fans care about for years. The ones that don’t? Well, they’ll still be out here chasing engagement metrics like a dog chasing its own tail. 🐕🐾🦴😜
Football isn’t dying; it’s evolving. Gen Z wants moments, not just matches—culture, not just clubs. We follow players, aesthetics, and stories that hit. Brands still pushing stale legacy over cultural capital? They’re losing. Football x fashion? Cool, but overplayed. Time for clubs to actually listen, not just market.
Facts. Football’s not dead, but some clubs’ marketing strategies are on life support.💀Moments > matches. If your club isn’t serving aesthetics and chaos, it’s just cardio with goalposts.
Lovely read and glad you touched on the topic of fashion in sports because it does bring in many people who may not be as obsessed with the game itself like me. Nike has rinse and repeated many designs across the clubs and national teams and it’s very obvious. As an Arsenal fan I was so happy to move away from the stale Puma kits and enjoy the new Adidas looks and retro kits that they offer as well. Even in golf, a brand like Malbon is constantly talked about because of how Jason Day looks week to week, some hate it but I find it refreshing to see something different than the copy and paste dri fit polo that you see majority of players wear.
Appreciate this! 🙌 Fashion has become a major entry point for new audiences in sports, and it’s no surprise brands are leaning into it. Totally with you on the Nike kit fatigue—there’s a lack of originality when designs get recycled across clubs and national teams. Arsenal’s switch to Adidas was a game-changer, bringing back heritage and fresh creativity. And Malbon in golf is a perfect example—whether people love or hate it, they’re talking about it, which is exactly the point. Sport and style are more connected than ever, and that’s only going to grow!
Absolutely, just picked up golf recently and even though it’s taking time to cut this handicap down I’m still tryna be the flyest one on the links 😂. Like Primetime said: look good play good!
Facts! I’m fully convinced that having all the latest and top gear instantly makes you at least 10% better—maybe even 15% if the outfit is elite 😂. Prime Time wasn’t lying… when you step on the course looking like a tour pro, the game just feels smoother. Deion would approve!
"But this time, I’m charging consultancy fees." Extra loud! Great read. I will say I am Gen Z according to the year I was born, at least, but I am a product of being loyal to a team because my dad is. But I also pay attention to other teams and players more due to what you said about culture, community and stories mattering.
Appreciate you reading! 🙌 You’re Gen Z by birth, old-school by loyalty—best of both worlds. Basically a Gen-Zennial unicorn of football fandom. 🦄⚽️ Rare and elite. 😂
"Scratch that, we’re in an era now where a kid from Macedonia wears a Nigerian football shirt because his favourite artist repped it in the music video of his most played song on Spotify. Football is no longer just about what happens in a stadium. Younger fans want authenticity—and they can see through half-hearted attempts at relevance."
What's authentic about a Macedonian kid in a Nigerian shirt?
The authenticity isn’t in the shirt itself, it’s in the connection. That Macedonian kid isn’t wearing a Nigerian football shirt because he’s following the national team’s results or because it was pushed at him by a marketing campaign. He’s wearing it because it represents something real to him—a cultural touchpoint that resonates beyond football.
That’s the shift I was getting at in my piece. Football culture isn’t just confined to matchdays anymore. It’s intertwined with music, fashion, and identity in ways that clubs and brands often struggle to grasp. A kid discovering the game through his favorite artist is as authentic as someone who grew up going to the same stadium every weekend… it’s just a different type of fandom.
Gen Z wants meaning, not manufactured relevance. The mistake many brands and clubs make is thinking they can force that connection instead of allowing it to happen organically.
Appreciate you reading the piece Kev and engaging with it. Always enjoy these conversations. 🫡🤝
"We’re in an era where a kid in Lagos can feel as connected to FC Barcelona as someone who lives in Catalonia. Scratch that, we’re in an era now where a kid from Macedonia wears a Nigerian football shirt because his favourite artist repped it in the music video of his most played song on Spotify."
First of all, wonderful essay I truly enjoyed reading it.
Secondly, you really hit the nail on the head with that quote. My cousin, a Spanish 17 year old boy, literally asked his parents to buy him a shirt of Nigeria's national football team bc he liked the bright green colors and he saw in Tiktok some clips of them playing in the African Cup last year. He said they played with passion and fire. And just like, with a 20 second video displaying good football and a nice aesthetic, they got themselves a sell in a whole different continent.
That is what many clubs are missing.
That is amazing Silvia, and thank you for sharing! Your cousin is proof that football culture is global currency—20 seconds, some flair, and a nice kit, and boom, new fan unlocked. Clubs spend millions on marketing, but sometimes all you need is vibes and a good TikTok algorithm. ☺️
I found this really interesting but there is nothing as grounding, human and connective in football as the match day experience shared with other fans. I’m lucky: I’ve been going the game for 25+ years and Everton have always kept it as affordable as possible even if it nearly bankrupted them (see Covid), so I struggle to see an authentic connection when routed in corporate consumption. That’s not the experience of a lot of football fans, even of the bigger clubs. The gripe of those fans (Lpool, Arsenal, Man U etc) is that it is too corporate and doesn’t care about its fans.
I heartily agree that football is and has to evolve and that evolution will come from youth: a generation who have been obstructed and/or denied human connection and therefore crave it.
Love this Christina!!! 💟 appreciate the perspective! And yess, nothing in football beats the match day experience. The smell of questionable pies, the bloke behind you shouting tactical advice like he’s prime Ancelotti, the collective groan when a pass goes astray.. it’s pure, unfiltered connection. ☺️
Everton keeping it affordable (even at their own financial peril) is exactly what makes football special. Meanwhile, at the mega-clubs, it’s all £7 pints and tourists taking selfies while the home crowd tries to remember what atmosphere felt like. That’s the real tension..football evolving vs. football selling its soul.
Totally agree that the next generation will drive the change. They’ve grown up being told connection comes via WiFi, so of course they crave the real thing. The clubs that get that balance right, blending tradition with evolution, will thrive. The ones that don’t? Well, they’ll still be out here charging £100 for a “matchday experience” that includes a VR headset and a half-time PowerPoint from a commercial partner. 🤭👾👽🛸
Really great POV and grateful that others do not see the warning signs as waning, merely the same as before, but way more connected and exposed to so much creativity and depth. Players being as much as the brand as the clubs is not new, that was ultimately my experience as a kid in the 1980/90's, but I believe there are more opportunities to create new products and IP, cutting out much of the legacy distribution, than ever before.
Appreciate the insight James! always good to know I’m not shouting into the void! And yeah, players being as much the brand as the clubs isn’t new (90s kids knew the real power was in a striker with a signature boot deal), but the game has definitely evolved.
Now, with fewer gatekeepers and way more creative freedom, there’s never been a better time to build something fresh.. whether that’s new products, IP, or entire ecosystems that don’t rely on the old-school distribution model. The ones who get it will be printing money; the ones who don’t will still be trying to figure out why their “fan engagement campaign” flopped despite 2M TikTok views.
Such a good read 🫶
Thanks so much Bas! The way things are evolving in football is fascinating—excited to keep the conversation going!
Agreed! Keep it 🆙
🤝🫡
Love this article Jordan and it hits home on many points. The opportunity in my mind is for the brands ( Football, Sports, Fashion, Gaming, Music brands etc ) to lead the way as the clubs cannot and will not, based on priorities. The clubs job is to run a football team, win matches and make sure its a great experience on and off the pitch. This is where they lose sight and try to be all things and believe they can think and act like a "culture" brand.
Probably not enough space here to express all but you have nailed it
Well done
Appreciate the kind words David and thoughtful take! You’re absolutely right—clubs often struggle when trying to position themselves as full-fledged "culture" brands because their core focus is (and should be) running a football team, winning matches, and delivering a great fan experience. That’s where brands across sports, fashion, gaming, and music can step in and lead the way, filling the gaps that clubs either don’t prioritise or don’t execute well.
That said, clubs still have a huge opportunity if they pay closer attention not just to who they partner with, but how they activate those partnerships. It’s not just about slapping logos together—it’s about creating meaningful, impactful, and authentic moments that actually resonate with their audience.
Equally, tapping into the right creators can be a game-changer. The right voices can help build narratives that land better with Gen Z and, increasingly, Gen Alpha—who are shaping up to be even more digitally native and community-driven in their expectations. The clubs that understand this shift and embrace it in a way that feels real (rather than forced) will be the ones that thrive in the next era of fandom.
Always happy to keep the conversation going—appreciate your insights!
Totally, we seem to be on the same page. The next challenge is for the management at the club , from board level, CEO etc to embrace this strategic approach. But they will continue to push the brand marketers, digital teams etc to just get clicks, eyeballs etc for today , short term thinking especially if they wish to grow the brand/club outside the city/town/country they reside in. This is where the right partnership with the right brand is critical especially if they wish to be a global club with a diverse fan base around the world.
And its not just football clubs, add rugby (union and league) , add NFL, NBA, MLB etc etc to that list
Yeah, 100%. This is the constant battle.. club execs want global growth, but at the same time, they’re out here treating brand strategy like a game of clickbait bingo. Get the clicks, get the eyeballs, job done… until they realise they’re just churning out engagement for engagement’s sake with no real long-term impact.
The challenge is getting leadership, whether at the board level, CEO, or senior execs, to move beyond short-term KPIs and instead embrace a long-term strategic vision for global brand growth. Too often, marketing and digital teams are pressured to focus on immediate results rather than building a sustainable, differentiated position in the market.
And yeah, it’s not just football. Rugby, NFL, NBA, MLB, you name it, they all face the same struggle. The clubs that get it will be building something fans care about for years. The ones that don’t? Well, they’ll still be out here chasing engagement metrics like a dog chasing its own tail. 🐕🐾🦴😜
Football isn’t dying; it’s evolving. Gen Z wants moments, not just matches—culture, not just clubs. We follow players, aesthetics, and stories that hit. Brands still pushing stale legacy over cultural capital? They’re losing. Football x fashion? Cool, but overplayed. Time for clubs to actually listen, not just market.
Facts. Football’s not dead, but some clubs’ marketing strategies are on life support.💀Moments > matches. If your club isn’t serving aesthetics and chaos, it’s just cardio with goalposts.
Lovely read and glad you touched on the topic of fashion in sports because it does bring in many people who may not be as obsessed with the game itself like me. Nike has rinse and repeated many designs across the clubs and national teams and it’s very obvious. As an Arsenal fan I was so happy to move away from the stale Puma kits and enjoy the new Adidas looks and retro kits that they offer as well. Even in golf, a brand like Malbon is constantly talked about because of how Jason Day looks week to week, some hate it but I find it refreshing to see something different than the copy and paste dri fit polo that you see majority of players wear.
Appreciate this! 🙌 Fashion has become a major entry point for new audiences in sports, and it’s no surprise brands are leaning into it. Totally with you on the Nike kit fatigue—there’s a lack of originality when designs get recycled across clubs and national teams. Arsenal’s switch to Adidas was a game-changer, bringing back heritage and fresh creativity. And Malbon in golf is a perfect example—whether people love or hate it, they’re talking about it, which is exactly the point. Sport and style are more connected than ever, and that’s only going to grow!
Absolutely, just picked up golf recently and even though it’s taking time to cut this handicap down I’m still tryna be the flyest one on the links 😂. Like Primetime said: look good play good!
Facts! I’m fully convinced that having all the latest and top gear instantly makes you at least 10% better—maybe even 15% if the outfit is elite 😂. Prime Time wasn’t lying… when you step on the course looking like a tour pro, the game just feels smoother. Deion would approve!
"But this time, I’m charging consultancy fees." Extra loud! Great read. I will say I am Gen Z according to the year I was born, at least, but I am a product of being loyal to a team because my dad is. But I also pay attention to other teams and players more due to what you said about culture, community and stories mattering.
Appreciate you reading! 🙌 You’re Gen Z by birth, old-school by loyalty—best of both worlds. Basically a Gen-Zennial unicorn of football fandom. 🦄⚽️ Rare and elite. 😂