Football is often seen as a game of dreams, where anything is possible. But in the last few years, it’s become clear that the game is becoming more and more commercialised. Increasingly, money and luxury fashion labels are taking precedence over talent and ability. As the debate on football’s commercialisation rages on, one question still remains: Is the focus now on an ad for the Gunners or Gucci?
1. Football Clubs Hit the High-Fashion Market
These days, it appears that football clubs are the new trendsetters in the fashion world. From luxurious collaborations with designer fashion houses to their own street-inspired clothing lines, these football clubs are proving that football culture has never been so fashionable.
- Luxurious Collaborations: Clubs such as Manchester City, Barcelona, and Arsenal have recently collaborated with high-end designer fashion houses such as Prada, Dior, and Louis Vuitton which have resulted in stunning pieces such as suits, jerseys, and shoes.
- Street-Inspired Clothing Lines: Football clubs have also begun to create and sell their own street-inspired clothing lines made up of comfy hoodies, jackets, and joggers, allowing free movement and even more expression of team pride!
Not only can these fashion pieces help to express team pride in a fashionable way, but they can also be treasured as keepsakes for years to come. Football clubs have truly given a whole new twist to fashionable sportswear.
2. The Rise of Luxury Advertisements
In the modern age, luxury advertisements are everywhere. Everywhere you look – in magazines and newspapers, on billboards, television, and the internet – there is something lavish luring you in. It’s no wonder, then, that luxury goods have become some of the most sought-after items in today’s economy.
Luxury brands use a variety of techniques to target potential customers. They frequently employ clever marketing tactics such as celebrity endorsements and high profile product launches. They also use sophisticated tactics to create demand for their products such as limited availability, strategically placed product placement in movies and on television, and exclusive access to limited edition collections. What’s more, luxury brands have spreads their messages far and wide via social media, ensuring that their message is seen by millions of consumers each day.
- Celebrity endorsements – Luxury brands often enlist famous actors, athletes, and other well-known influencers to promote their products.
- High profile product launches – Luxury brands make sure their products the right kind of press when launching something new.
- Limited availability – Luxury brands often only release a limited number of items in each collection, creating a sense of exclusivity and desirability.
- Product placement in movies and on television – Luxury brands will sometimes place their products in films and TV shows to create an air of exclusivity and manipulate the audience into wanting something they didn’t know they needed.
- Exclusive access to limited edition collections – Luxury brands often offer exclusive access to limited-edition collections, making them desirable and rare.
- Social media - Luxury brands frequently use social media to spread their message and attract new customers.
3. Arsenal FC & Gucci, a Perfect Partnership?
As the world’s most popular football club, Arsenal FC has used its prestige to enter in to several successful partnerships and collaborations, including with luxury Italian fashion house Gucci.
The two have come together to create designed merchandise for the club’s supporters. The collection features apparel and accessories such as:
- Sweaters
- Tracksuits
- T-shirts
- Shirts
- Sneakers
- Bags
- Hats
Because of its trend-setting fashion and its worldwide appeal, Gucci is the perfect partner to express Arsenal FC’s excellence. The elegant and classic designs feature iconic Arsenal FC logos, and each item is made using high-quality fabrics and materials. This guarantees that the garments look stylish and at the same time are long-lasting.
4. Are Football Teams Losing Their Sporting Identity?
If you are a die-hard football fan then you should be aware of the fact that some teams are losing their sporting identity. Teams are not putting as much emphasis on unique and creative plays or even the fan traditions that make them stand out from the crowd. It’s tainting the purity of the sport, and something needs to be done.
Here’s what you can do to help prevent your team from losing its sporting identity:
- Rally around a squad that embodies the history of the team – support the individual players, not just the team names. Applaud creativity and imagination on the field rather than the mundane.
- Inspire fans to remember the important moments – help keep the spirit of the team alive. Organize special events to honor players, teams and championship teams in the past.
- Support the fans – host events where fans compete amongst each other to demonstrate their knowledge of the teams they adore. Invite players to join in the fun and they can learn even more about the game.
Football teams losing their sporting identity is an issue that needs to be addressed before the fans lose faith and the true essence of the game is lost. It’s up to you, the die-hard fan, to ensure that your team maintains its proud identity and spirit.
The Drum’s article shows us that Football Clubs are no longer just resting on their laurels of glory days past, instead they themselves are going high-end and embracing the luxury lifestyle. These Football Clubs not only strive to provide their fans with top notch entertainment, but are now taking the extra step to provide the same luxury lifestyle that their customers would come to expect. With world-renowned luxury brands being associated with the elite level of Football Clubs, its inspiring to see these elites strive to make a memorable experience for their fans.
