Football through the lens of
people, brands + culture.

The shift in modern fan culture has led to more brands seeking partnerships with players beyond traditional boot deals. Though an age-old dynamic, societal, cultural, technological and economic shifts have tilted the balance of influence largely toward the players in the current era. As players become the driving force across all levels of football, it’s important to look at why this has changed and how brands working in football can adapt to the new landscape.