Zlatan, Fashion and Spelling-Bees
(Or How to Reach the Fluid Fan)
What do Zlatan Ibrahimovic, a schoolkid from Queen's and an unofficial retro jersey have in common? Well, apart from all being in the news this week, they each tell us something about how soccer, or more particularly, the lifestyle aspect of the game, are connecting young Americans in a way that marketers, brands and the media simply cannot ignore if they are to make the most of the upcoming World Cup.
I wrote recently about the 'Fluid Fan' in North America, the kind of young soccer fans who express their passion for the game in very different ways to previous generations. They follow multiple teams from different countries and leagues, they sometimes feel a deeper connection to players than clubs and they also consume the game in a mixture of traditional and innovative ways. It is fascinating to observe this shift in behavior which often exists alongside traditional community based versions of fandom. The Fluid Fan crosses over demographic silos, dribbles around ethnic identities and ABC income divisions.
This behavior is typical of younger generations but I think it is a mistake to think that the shifts in behavior are limited just to 'soccer kids'. The trend for retro soccer gear from the 1990's might be prevalent among Gen-Z but there are plenty of people in their 30's 40's and even 50's who see Adidas' new nostalgia inspired trefoil range of jerseys and training wear and fancy matching them with their Gazelle sneakers. Ask any Premier League club and they will tell you that retro jerseys do great among the waistline-challenged who no longer feel comfortable in the club's latest shirt.
Likewise, the older fan might not be on Discord during the game, probably doesn't follow streamers on Twitch, but if a phone counts as a second screen.....then Dad is certainly a 'second screen user' scrolling on X or Whatsapp checking out the banter during the match (and he might even post a gif or two). There aren't many of us who sit as passive consumers on the sofa anymore for 90 minutes.
Hence Fox Sports' decision to hire Zlatan for their World Cup punditry team. Make no mistake, this move isn't just about adding a 'name' to their broadcast to sit alongside Lalas and Landon and debate the merits of the 5-3-2 formation. It's about attention grabbing, creating viral moments and making sure fans stick with the broadcast during half-time and post-game and don't click on You Tube to find an alternative source of half-time entertainment. And given that you just never know what Zlatan might say or do next.....we'll be watching.
It is a smart business move from Fox too. It is precisely these 'punditry' windows where advertisers pay for their slice of the attention. Data suggesting viewers are switching to second screens instead of watching half-time shows on TV would have real-world economic impact on broadcasters.
There was a lovely viral moment this week when a schoolkid from Queens won the NYC Spelling Bee competition and was filmed celebrating the moment, bedecked in a Sunderland jersey. It was the kind of content that you can't plan, can't pay for and which works on so many levels. No wonder Sunderland's commercial team tell us that they have been in touch with young Liam's Dad and are planning something to follow-up on the moment.
Sunderland no doubt earned some fans in the U.S. thanks to the hit Netflix series 'Sunderland 'Till I Die'. If Liam was, as one suspets, one of those Neftlix fans then this is the content marketing dream - content-creates-fan-who-creates-more content-which goes viral-creating more fans.
Soccer jerseys are powerful things after all. This week Nike launched the USMNT jerseys for the World Cup which prompted plenty of debate online. The main 'home jersey' is pictured below. We'll wait to see what this looks like on the field before passing judgment.....
Nike of course are the official provider of soccer kit to the US Soccer Federation but that hasn't stopped Adidas, who were the supplier the last time the World Cup was on these shores, from popping up with their 1994 retro 'denim' jerseys, as worn by Lalas and Co 32 years ago. It will be interesting to see how many of the retro kits are inside stadiums once the action begins.
But soccer as fashion, or as a 'lifestyle brand' if you insist, is most definitely a story we are going to hear much more about in the coming months. Clubs such as Arsenal and Inter Milan have invested heavily in fashion lines which, apart from a discreet logo, have little to do with the sport. Are any MLS clubs yet ready to take that step? LAFC certainly feels like a club that is well placed to go that route but there is some way for our clubs to go before they can find the kind of crossover appeal needed to make it work.
Clothing, like games, like content, like media, are all touchpoints where you can find the soccer fan. But as Darren Weber points out on this week's pod, when it comes to the media, there are innovative ways to reach the younger fan and content creators are an effective way to do so, reaching the parts that traditional media struggles to connect with:
"When I see brands that make campaigns looking forced, I think the audiences are smart enough to realize that it doesn't feel genuine. They can see when they're being sold to. There are really nuanced ways that creators understand how to reach their audiences where it's more of a skit you're seeing... very clever, very creative, very subtle... versus saying like, 'hey, here's this thing I use, you should buy it too," he says.
"I actually think you can reach soccer fans, or let's say today's more fluid fan, through creators who aren't exclusively soccer".
The pod is available on audio platforms, including Apple Podcasts. Here is a sample of the discussion:
AND NOW FOR THE 'REAL NEWS'
MLS CUP SET FOR FRIDAY NIGHT LIGHTS: Major League Soccer announced the schedule for the 2026 MLS Cup Playoffs and 2026 MLS Cup which will take place on Friday, December 18 and air on Apple TV, FOX, TSN and RDS. It is a later than normal end to the season and the first time that the title game isn't held on a weekend. It is also the last time MLS Cup will be held in the winter with the new season schedule coming online in 2027.
MLS ANNOUNCES 2027 SPRINT SEASON: Talking of which, the league confirmed they will conduct a fast-paced Sprint Season from February to May 2027, featuring 14 regular-season games and a single-elimination playoff format to crown a champion. The Sprint Season will fill in the gap in the calendar to allow for the transition to the new schedule for the 27/28 season which will begin in August 2027. Performance in the Sprint Season will also determine qualification for the 2028 Concacaf Champions Cup and 2028 Leagues Cup
ALEX MORGAN AND CVS LAUNCH YOUTH SOCCER FIELD INITIATIVE: Alex Morgan has partnered with CVS Health to build community multiuse soccer fields through 2028, aiming to expand access to safe play spaces for young athletes. As part of this collaboration, CVS Pharmacy has become an Official Health and Wellness Partner of both the U.S. Soccer Federation and the NWSL. Morgan is also utilizing her own foundation to build mini-pitches, emphasizing that her own path to two World Cup titles was defined by early access to local parks.
MEXICO PREPARED TO HOST IRAN'S WORLD CUP GAMES: Mexican President Claudia Sheinbaum has stated that Mexico is open to hosting Iran’s first-round matches for the 2026 World Cup if the ongoing conflict in the Middle East prevents them from playing in the United States. FIFA has stated there are no changes to the original schedule for the tournament.
FIFA MANDATES FEMALE COACHING ROLES FOR WOMEN’S TEAMS: New FIFA regulations will require every women’s soccer team to include at least two women as staff members on the bench for all FIFA competitions. One of these positions must be filled by either the head coach or an assistant coach. This initiative follows the 2023 Women's World Cup, where only 12 of the 32 head coaches were women, and aims to create clearer pathways for female coaches on the sidelines.
LIVERPOOL OWNERS SHELVE MULTI-CLUB OWNERSHIP EXPANSION: The Athletic reports that Fenway Sports Group (FSG), the owners of Liverpool FC, have dropped their plans to acquire a second professional soccer club. Despite conducting extensive analysis on approximately 25 clubs across Spain, Portugal, and France, the group opted not to pursue potential deals for sides like Bordeaux, Malaga, or Getafe. The decision marks a shift in strategy for Michael Edwards, who had initially identified the acquisition of another club as a key tool for fortifying the team’s competitive ambitions.
MARIETTA TO HOST ATLANTA NWSL TRAINING COMPLEX: The City of Marietta has approved a land sale to AMB Sports and Entertainment for the development of a headquarters and training facility for Atlanta’s NWSL expansion team owned by Arthur Blank. The $100 million project will feature a 38,000-square-foot facility, four full soccer fields, and two half-pitches on a nearly 33-acre site. The club is scheduled to debut in 2028, and the facility will be located near the existing training grounds for Atlanta United.
SOCCER CLUB OWNERS BID FOR NBA EUROPE LICENSES: Owners of major soccer powerhouses, including Paris Saint-Germain (Qatar Sports Investments), AC Milan (RedBird Capital), and Newcastle United (Saudi Arabian Public Investment Fund), are preparing bids for franchises in the new NBA Europe league according to reports. These bids involve plans to build new world-class sports venues in cities like London, Paris, and Milan.
STATE FARM SECURES SPONSORSHIP FOR BALLER LEAGUE US: State Farm has become the official insurance sponsor and playoff title sponsor for the inaugural U.S. season of the Baller League, the creator-led soccer league. The league features a fast-paced 6-a-side team format and merges elite soccer talent with cultural icons, featuring managers like Ronaldinho. The 10-week season kicks off in south Florida with matches broadcast on CBS Sports.
KICK IT 3V3 SOCCER ANNOUNCES TOUR: Kick It 3v3 Soccer will host tournaments in U.S. cities hosting 2026 World Cup matches, allowing fans to compete in their own events while traveling for international fixtures. The 2026 season will introduce new formats, including 1v1 Soccer Championships on inflatable fields and 2v2 Soccer Tennis, culminating in the World Finals in Vail, Colorado.
ERLING HAALAND INVESTS IN WORLD CHESS CHAMPIONSHIP TOUR: Manchester City striker Erling Haaland has become a significant investor in the Total Chess World Championship Tour. Haaland noted that there are "clear similarities to football" in chess, specifically the need to think quickly, trust instincts, and think several moves ahead. He joins other Premier League figures who are fans of the game, including Mohamed Salah and manager Pep Guardiola. Haaland has invested in a Norwegian company promoting the tour.
BOSTON TOURISM CHIEF JOINS BOSTON LEGACY FC: John Borders IV, Boston's director for tourism, sports, and entertainment, is leaving the city administration to join the NWSL's Boston Legacy FC. He will serve as senior vice president of partnerships for the team, which is currently undergoing a $325 million redevelopment of White Stadium for their home matches.
AMATEUR CLUBS STUN PRO OPPONENTS IN US OPEN CUP: Seven amateur teams have successfully advanced to the second round of the U.S. Open Cup after securing victories over professional opponents. The Virginia Dream FC (UPSL) led the charge by defeating Carolina Core FC (MLS NEXT Pro), while the Flint City Bucks (USL League Two) knocked out Forward Madison (USL League One).
Other notable upsets included Tennessee Tempo (UPSL) beating the Chattanooga Red Wolves (USL League One), Asheville City SC (USL League Two) overcoming the Greenville Triumph (USL League One), and Valley 559 FC (UPSL) defeating AV Alta FC (USL League One). Rounding out the seven were Vermont Green (USL League Two), who beat Portland Hearts of Pine (USL League One), and FC America CFL Spurs, who advanced following a forfeit by South Georgia Tormenta (USL League One).
