The traditional notion that no player is bigger than their club is being challenged by a new generation of football fans. With the increasing influence of social media, video games, and global connectivity, supporters are now more likely to follow individual players than teams. This shift in fan culture has significant implications for clubs, leagues, and the sport as a whole.
The arrival of Lionel Messi at Inter Miami in 2023 sparked a marketing frenzy, with the club’s social media accounts and shirt sales soaring. However, it’s not just the team that’s benefiting from the Argentine’s presence – the player himself has become a global brand, with fans around the world eager to follow his journey.
According to sports brand strategist James Kirkham, this phenomenon is not unique to Messi. ‘A lot of people are walking around cities and towns in the UK and Europe wearing that flamingo pink of Inter Miami with zero affiliation to Miami, having never been there,’ he explains. ‘It’s quite a normal thing now. But it is the player who has done the job.’
Kirkham believes that younger fans are less rigid in their allegiances and have a more encyclopedic knowledge of the sport, developed through video games and online platforms. ‘Fans play as these players in games,’ he says. ‘So there is a really thin line between virtual and real life. Following a player and buying them as part of your Ultimate Team and then wearing that player’s name on the back of your shirt, be that Atletico Madrid or Chelsea or Dortmund, kind of makes no difference.’
A study by Engage and MTM found that 80% of global supporters now follow a second team, often due to their admiration for a particular player. Head of insights Matthew Kyle notes that this doesn’t mean fans are abandoning their original team, but rather choosing to engage with another club or player as well.
Players are becoming increasingly savvy about building their personal brands, with many creating their own social media channels, YouTube shows, and content networks. Erling Haaland, for example, has gained over 76 million followers on Instagram and has his own YouTube channel, which has helped him connect with fans on a more personal level.
The question for clubs is how to retain fans who arrive because of a player when they eventually leave. Kyle suggests that clubs can deliver content that fans still want to engage with, such as behind-the-scenes footage or ‘a day in the life’ features. ‘Every club has characters,’ he says. ‘Every player leaves eventually, even if they leave by retiring at your club. So it’s about using them as an asset while they’re there and thinking about how all fans are also interested in stuff off the pitch.’
The rise of player power is also leading to a new era of fan engagement, with supporters able to interact with their heroes like never before. As Kirkham notes, ‘Fans have an insatiable appetite for football, and the chances are it can’t be fully quenched, because at the moment you can’t put enough out there. Whatever the platform you’re choosing to pursue players on, there is more and more for you as a fan.’
The shift in fan culture towards following individual players rather than teams is a significant development in the world of football. As players continue to build their personal brands and connect with fans on a more personal level, clubs and leagues will need to adapt to retain supporters. With the increasing influence of social media and global connectivity, the sport is likely to become even more dynamic and engaging for fans around the world.
