It’s nothing new, but footballing brand partnerships continue to be effective marketing techniques well into the digital age.
For many football supporters, the love of the game encompasses all elements of their life. They often have lifelong relationships with their teams, rooted in nostalgia, tradition, and loyalty passed down through generations. Whether it’s watching games with family, celebrating victories in a sports bar, or commiserating defeats in the stadium next to a complete stranger, these shared experiences create enduring memories and emotional connections that last the test of time.
Football is more than just a sport—it’s a cultural phenomenon that transcends geographical, social, and cultural boundaries. “1.5 billion people watched the 2022 World Cup final live on television,” and according to FIFA,there are “five billion football fans around the world.”
Source, FIFA
The upcoming 2024 UEFA European Championship “has been forecast to have a total attendance of 2.7 million, which would represent a new record for the competition. ”
Source, Statista.
Sparking no end of conversation around the topic and most likely some partnerships in the process.
“You can’t imagine football fanatics in Brazil naming their offspring after a jug-eared tap-in merchant such as Gary Lineker, can you?
FourFourTwo
Spanning across continents and cultures, football matches are communal events that bring people together, fostering a strong sense of community, shared identity, and belonging among supporters. Footballers become role models or heroes, with supporters viewing them as part of the family, embodying the values, passion, and spirit of their team and community. Expectant parents have even gneo as far as to name their newborns after football players.
“You can’t imagine football fanatics in Brazil naming their offspring after a jug-eared tap-in merchant such as Gary Lineker, can you? Well, actually, there are 606 Brazilians called Lineker. All were born from the 1980s onwards. Lineker is the 5,511th-most popular name in Brazil, and while that doesn’t sound like very much, it’s an Anglo-Saxon surname meaning ‘flax-grower’ which is being used as a given name in a Portuguese-speaking country. “
Source, FourFourTwo.
Footballers’ influence extends beyond the pitch, reaching millions through social media, endorsements, and public appearances. Top footballers have global recognition, uniting fans worldwide. Well-crafted brand partnerships can capitalize on this appeal, reaching new markets and driving international growth. These partnerships align with football’s cultural impact, resonating with fans on a deeper level and fostering brand loyalty through nostalgia and affinity.
Do you recognise this man? A Brand partnership capable of brand revival
In 1994, Gary Lineker became the public face of Walkers crisps in a campaign that put a humorous spin on the England star’s ‘Mr. Nice Guy’ persona. Both Lineker and Walkers were born in Leicester, and this partnership helped revive the brand in the 90s. Thirty years later, Lineker still represents Walkers as a brand ambassador, with the partnership having become one of the most iconic celebrity endorsements in the UK and resulting in Walkers becoming the best seller of crisps in the UK.
Here at MN2S, we understand the importance of pairing your brand with the correct talent or personality. We’ve had many successful partnerships with football players such as Gary Lineker, Harry Rednapp, Ruben Neves and Vinnie Jones.
Harry Rednapp and Specsavers.
The former football manager Harry Redknapp was partnered with Specsavers for a campaign surrounding the UK’s “worst performing football team” by MN2s.
Ruben Neves and Dkhoon Emirates
The footballer was teamed up with the Saudi fragrance brand by MN2S and asked to take part in a commercial shoot to create visual assets that’ll be used to promote Dkhoon Emirate’s extensive range of fragrance products, which are some of the most popular of their kind sold in Saudi Arabia
Vinnie Jones and World of Tanks
Vinnie Jones has teamed up with Wargaming to promote World of Tanks, a massively multiplayer online action game based around virtual tank warfare. Vinnie will be appeared in World of Tanks’ special Christmas-themed storyline, Holiday Ops, lending his name to a custom in-game tank skin design and portraying a tank commander.
Ally McCoist, Clive Tyldesley and Currys
Scottish football legend Ally McCoist and broadcaster Clive Tyldesley teamed with Currys for a Euros-inspired campaign. Featuring surprise commentary during a 5-a-side match, their LG XBOOM-powered videos with football creators generated buzz, racking up thousands of likes and comments on Instagram and TikTok.
Lucas Vázquez and LG
Spanish footballer Lucas Vázquez partnered with LG to promote OLED televisions, highlighting their innovation and leadership. Sharing the campaign with his 22 million followers, Vázquez praised LG’s technological evolution, linking it to his own journey through Real Madrid’s ranks. The collaboration celebrates hard work, progress, and top-tier performance.
Niclas Füllkrug and LG
German footballer Niclas Füllkrug partnered with LG to promote their OLED TVs, highlighting innovation and perseverance. Sharing the campaign with his 476k followers, Füllkrug drew parallels between personal growth and LG’s 11 years of technological excellence. The post resonated, earning over 11k likes within a day.
Alex Morgan
Women’s soccer star Alex Morgan partnered with Hyundai’s “Goal of the Century” initiative, promoting sustainability through football. Announcing to her 9.7 million Instagram followers, Morgan joined Team Century alongside other changemakers. Highlighting shared goals with Hyundai and FIFA, she uses her influence to champion a united, sustainable future.