Game Changers: How Creative Directors Can Revolutionise Football Clubs...
Last month, Crystal Palace made history being the first club to hire a creative director, this genius idea might be the way forward for every club, here's why...
We are now in an era where football clubs are not only sports organisations but also global brands. The importance of football clubs extending their brands beyond the pitch cannot be overstated. To thrive as an exciting club in this highly competitive industry, clubs must figure out various ways to connect with fans, sponsors, and the broader community on a deeper level. Crystal Palace became the first club with a creative director, and this genius idea might be the way forward for every club.
A creative director helps the club craft a distinct identity, a football club's brand identity extends far beyond its logo and colors. It encompasses the club's history, values, culture, and the emotional connection it forges with its supporters. Creative directors play a pivotal role in developing and maintaining this identity. They can use their creative vision to shape how the club is perceived, ensuring consistency across the board – from merchandise design to stadium experiences.
Football clubs are community hubs where fans come together to share their passion. Creative directors have the unique ability to tap into this passion and create content and experiences that resonate deeply with supporters. Whether through compelling storytelling, visually captivating graphics, or innovative fan engagement initiatives; creative directors help foster emotional connections that transcend the 90 minutes on the pitch.
America has always been a step ahead when it comes to sports marketing and showbiz so it's no surprise some teams in the National Basketball Association (NBA) have already utilised the role of a creative director in advancing their brand image. The Cleveland Cavaliers hired artist Daniel Arsham, as their creative director to lead the visual identity of the entire organisation from their jerseys to arena imagery to merchandise as well as refining their social-media voice.
The New York Knicks hired Ronnie Fieg, founder of Kith, as their creative director who will focus on building a community around the international brand. Both creative directors being avid fans of the team they’re working with and from the respective cities make their appointment authentic and valuable to the teams as they bring a fresh localised perspective.
On August 2nd, Crystal Palace Football Club became the first Premier League team to appoint an in-house creative director to oversee its seasonal off-field collections and all future fashion partnerships. Kenny Annan-Jonathan, founder of the Mailroom known for his projects with players such as Michail Antonio and former Crystal Palace captain Wilfred Zaha, took the role of Crystal Palace’s creative director to spearhead their first-ever Fall/Winter collection. Crystal Palace as a team has been noticing the significance of not just focusing on the football aspect of the club but also other aspects such as fashion; collaborating with the likes of Footballer Fits when posting their player’s training day fits.
In order for clubs to engage with their young fans it is important that they tap into this cultural evolution. The clubs that are aware and are classed as ‘cool’ are the ones taking advantage of this. The lines between football, fashion, and entertainment have never been so blurred. From the partnerships we're seeing such as; FC Barcelona and Spotify, Tottenham’s Son Heung-min modeling for Burberry, Moise Keane walking for Rhude, Off White x AC Milan. These individual sectors have become very intertwined. Creative directors and teams are able to step in and facilitate commercial partnerships that align with the club's brand identity. Most clubs have been chasing quick money with sponsorships from betting and crypto brands which could negatively affect fans. Creative directors ensure that partnerships and sponsorships enhance rather than dilute the club's brand image.
As a football fan and marketeer, watching things move in this direction is exciting. Young football fans care about football but the connectivity that they have with their club isn’t just because of their performance on the pitch, it’s because of their overall activity. A stronger brand not only leads to commercial success but also strengthens the bond between the club and its fans, a win-win for everyone involved.