Football brands are sacred but not eternal
A couple of weeks ago we knew about the rebranding of Real Valladolid C.F. and, as usual when a team touches its emblem, the change set the networks on fire again. A phenomenon that we have already experienced with brands such as GAP, Airbnb or Pepsi but never at this level.
Does this mean that identity in soccer is an untouchable grail? Soccer team brands also age and must evolve to remain relevant and express the reality, the moment and the values of their clubs.
Hasn’t the players’ kit evolved? Let’s remember the mini shorts of Di Stefano’s era?
Is it therefore heresy to redesign a club’s crest? The visual identity of the teams should be able to adapt to the new times and needs without so much fuss.
Because it’s not just heraldry. We have seen controversy in subtle restylings (the case of Barça) and in more radical rebrandings (the case of Juventus). Whether because of the emotional component, the feeling of belonging or the historical legacy, the members of a soccer club are diehard fans; brand lovers who feel co-owners of the brand and for whom their club is an important part of their identity. And here we enter a minefield?
Is this a participatory process? Although it is always good to have the opinion of fans, former players and specialized historians, it is impossible not to offend sensibilities. A club brings together very different people for whom its team evokes different and profound memories and meanings.
In short, the rebranding of a soccer club will always be a controversial project to tackle and as much desired as feared. A process that gives us the opportunity to become part of the lives of thousands of people but also puts us in the spotlight of all eyes… Good luck to the next ones 😉