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Team brands

Diehard soccer fans know it all too well: with the support of a team’s fanbase alone, there is a tremendous market for team-specific apparel and goods. The soccer club Paris St. Germain is not an exception to the rule, with an impressive variety of team goods, including lamps, brushes, keychains, school bags, cosmetics for men (with Nivea), cups… Until now, except for chips and crackers, (the marketing of “circumstantial moments” at play) food products were not as present in the landscape. But now that is starting to change, as the club Paris St. Germain distributes its own team brand spring water, available in bottles for restaurants and PET bottles (50 and 100cl), destined for mass distribution. And let’s not count out the possibility of team-themed dairy products to appear, (milk and yogurt for example) like soccer club Olympique de Marseille already does. New partnership possibilities are everywhere…

Associating a brand to a sports team is a way to exceed the expectations of today’s consumers. “Healthy” products like water or milk are only the beginning. Why not sell team chocolate, cookies, or even prepared meals? There is a huge opportunity for brands to capitalize on the energy of a team’s fanbase. Every brand dreams of stirring up fan passion and making them feel like they belong to an inclusive group. A new economic model is taking form here, where it’s not the qualities of the product that motivate the purchase, but the “cause” that is associated with the product. 

The challenge therefore becomes for brands to successfully “extract” the enthusiasm of fans. It can be in soccer, but also from music or any other leisure activity situated in sports or cultural spheres. The objective here is not for brands to “dominate” their customers, but to try and create and maintain a passionate relationship with their fans. It’s about drawing upon fan energy, and figuring out how to make each consumer a fan of their brand.

A new era of “brand fans” believe what’s important is not so much the product, but to affirm their pride in belonging to a group. Next on-board: brand teams.

So What ?

Attaining a connection with consumers on a highly emotional level - isn’t that the desired goal for all brands?

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