Whether you’re a hardcore, casual or cultural football fan, or not a football fan at all, the beautiful game is a massive talking point
There’s no escaping it, it’s everywhere. We’ve witnessed brands that have no true connection with football activate in the space, we’ve seen the likes of musicians and fashion labels collaborate and leverage the Euros hype. Football is at every corner, so it seems obvious to ride the wave from the brand POV, whether that is to leverage football as a cultural passion point, drive brand equity or maintain relevance to a desired audience. More importantly, young ballers are more relatable and authentic in the eyes of young fans — they share the same experiences, speak the same language and utilise the same platforms. After all, the next gen of consumers are the youngsters of today, the ones driving engagement across socials and, essentially, driving sales.
Young football fans are inspired by the ballers who have grafted their way from grassroots football to the top-flight, especially when they are subsequently called up to perform on the big stage at global events like the Euros and World Cup. The more ‘experienced’ pros are, of course, also adored, but are less relatable as their status coupled with their experience seems further removed from the young fan. Younger pros resonate more, they are close in age: a young fan is more astonished by the achievements and performances of a baller so early on in their football careers.
There’s an element of perspective here captivating young football fans — they want to follow their gameplay, learn from them and witness their rise. How does this transpire to the marketing landscape? Gen Z appreciate when young pros become brand ambassadors. This is nothing new, leveraging talent to build brand favourability, but the trick here is to diverge from the norm and stand out. Cut through the noise, converge with other cultures and onboard new consumers — that’s the secret sauce. Following the end of the Euros 2024 Round of 16, Rising Ballers’ insights team asked young football fans who’s inspiring them the most at the major tournament: 86% said young players such as Bellingham, Mainoo and Yamal — as opposed to 14% who said older players like Ronaldo, Kanté and Griezmann. That’s an overwhelming majority romanticising young pros and viewing them in a positive light.
So how does this all relate to brand marketing?
Speak in Gen Z
Young football fans relate to less glamorised, less polished and more representative campaigns. Think about featuring Gen Z lingo, referencing cultural trends. Speak to them not at them, in their native tongue.
Tap into their roots — grassroots, that is
Highlight the journey of the young pros from grassroots to top-flight. Contribute to local communities and invest in initiatives that benefit grassroots football. We found that 93% of Gen Z football fans and consumers want to see brands support grassroots.
Connection is key
Football fans aren’t only made up of those who play the game, there’s a myriad of facets that constitute fandom. To connect with the young fan, it’s imperative to capitalise on all these touchpoints in an authentic manner. Psst! A substantial 83% of Gen Z football fans and consumers believe authenticity is important — so show up, for real.
Traditional media is out
Younger audiences are tired of the scrutiny players receive, especially the young ones who are already under a lot of pressure and are massive targets of abuse. Call out the BS and be a beacon for positive change.
Don’t be scared to get involved
You don’t have to be a sports-related brand to leverage football and activate to strengthen brand affinity. Harness fans’ football passion to benefit campaign goals but provide a reason too — whether it’s via entertainment like Rice Rice Baby or Starling levelling up the women’s game from bottom-up… The opportunities are endless.
Reactive content is king
Take note from Adidas who turned Bellingham’s bicycle kick goal v Slovakia at the Euros into content that promotes their brand, and showcases their commitment to the iconic athlete and his talent. If you haven’t seen it, seek it out as it’s a simple but creative way of playing with brand identity around a key moment! Don’t be afraid to take risks and post when the time is right.
With youth talent taking centre stage, from dictating transfer strategies of big teams to storytelling, the romanticism around them is cutting through modern football. The cheat code lies in authenticity and relevancy — that’s why Rising Ballers engages and captures successfully the loyalty of young fans. Representing the next gen of ballers is a sure-fire way to cement yourself in football culture and capture the hearts of future consumers.
Featured image: Mica Asato / Pexels
