Previously on The Good Football
September Favourites
Throwback Tracks
Hello and happy Friday!
I recently had the chance to watch Marcus Rashford play (and score!) with my own eyes at the MontjuĆÆc Olympic Stadium. There, I also noticed kids holding up handmade signs with his name, and that the fansā reaction to him throughout the match was very positive and loud.
Sure, his great start to the season helps, but considering how many stars BarƧa have, his appeal is remarkable. We can also tell that many corners of the media are happy to see and report on his renaissance. And I canāt help but think that part of that is because itās easy to like him.
His high-profile advocacy in 2020 revealed his character to the world and introduced him to millions in and beyond football. Since then, heās continued to show leadership in different ways, navigating ups and downs with the same calm, grounded presence.
But what makes footballers likable? What makes us like some more than others? What makes them an icon, a legend, a fan favourite? What makes a kid want to write their name on a poster, instead of someone elseās?
Yes, the obvious answer is talent. Performance. Results. Ultimately, the goal is to win, and players who deliver become adored, hired, sponsored, and remembered. And yet, thereās a difference between admiring someoneās skill and liking, or loving them.
My favourite players are the ones I can connect with. The ones I admire for who they are as much as for what they do on and off the pitch. Most of the time, they also happen to play for my team.
Like Kika Nazareth, who plays for BarƧa FemenĆ and the Portuguese national team and has one of the brightest personalities in football today. Sheās magnetic, expressive, and naturally funny. Not surprisingly, sheās been doing lots of campaigns lately. Who wouldnāt want her to sell their products to a crowd who genuinely adores her?
Or Bento, one of the goalkeepers of the Brazilian national team, born and raised on my FuracĆ£o grounds. Even though he left Athletico Paranaense early, during his time there (and even now), he used his platform to strengthen his bond with the club that formed him. He makes us feel like weāre friends, and when he wins, it feels like we do too.
Or Jackson Irvine, who probably wouldnāt even be on my radar if it werenāt for his advocacy and personality, since I donāt follow the Bundesliga or the Socceroos. But heās maybe my favourite footballer brand out there, seamlessly navigating fashion, music, activism, and leadership with consistency and authenticity. He makes being a footballer look cool and so in tune with the reality we live in.
If I were to describe the perfect footballer, they would be someone who sits at the crossroads of three forces: performance, personality, and purpose. (Please believe me, I didnāt plan this 3P thing.)
I tried to map this out; hereās a (very scientific) visual representation of my research:
Even though winning is the top priority and the core of the business, football is something we experience with our hearts and guts. Itās not logical; itās emotional. It demands stories, community, inspiration, sweat, and humanity ā all the things that canāt be measured in stats.
When players chase only technical and tactical excellence, their value stays tied to trophies. But when they bring their whole selves to the game, a wider world opens up:
They form genuine connections with fans who see themselves reflected in them
They build identities that expand their relevance across culture, not just sport
They earn credibility and longevity by standing for something bigger than performance
In that case, performance is one of the currencies of connection, not the only one.
This week, I read an article on Lewis Hamilton that illustrates this perfectly: his disappointing season at Ferrari didnāt dent his brand. His identity has been built across different worlds āadvocacy, fashion, culture, and leadership āand that makes it far more resilient than results alone for his fans and the brands around him.
Thatās where authentic purpose comes in as a powerful, long-term asset. Personality and interests can attract niche audiences, but purpose creates broader resonance.
Of course, none of this is simple. Purpose isnāt a neutral brand asset; itās a risk. Taking a stance can cost deals and divide fans, but it can also attract and strengthen other bonds and partnerships. Using oneās platform consciously might cost something, but not using it costs more.
This isnāt a rulebook; itās more of a possibility that feels increasingly relevant in a sport still learning to value more than goals. Itās hard (and very unlikely) to make it to the top tier of Ballon dāOr winners and unquestionable cracks, and these other dimensions can help players at every level stand out, build loyal communities, and extend their relevance beyond the pitch.
The way we perceive footballers has evolved. The early-2000s era of pop superstar ads has given way to players who own their own platforms, shaping their narratives with authenticity. Fandom today is niche, participatory, and personal.
Few players at the top of the game truly embrace all three dimensions (performance, personality, and purpose), but the ones who do shape a new model of greatness. Think Aitana BonmatĆ, Mo Salah, Didier Drogba, Marta.
And then thereās Marcus Rashford, a player who seems to exist at that crossroads.
That night at MontjuĆÆc, watching him play, I realized thereās something special about seeing him win. It just hits different. When he scores, it feels a bit like watching a friend succeed.
And maybe thatās the reward of having the courage to bring your whole self into a game that often asks you to shrink. You make people root for you not only for what you do, but for who you are.
Go, Rashie!
THE GOOD LINKS
š¦ The Unicornsā new kit. Congrats, Andrew J. Weber!
āšÆāā Pina being the FC26 legend. I am obsessed with this story and all the comments sheās been getting from players.
š®āšØā Yes to the adidas x Arsenal new drop.
ššæā Dinamo Dresdenās new kit with an antiracist message.
šøš¼ This moment is everything - also, she scored this one right in front of my bare eyes.
ā»ļøā Oakland Rootās upcycled fashion half-time show.
šØā This original Emily Bisgaard.
š„¹ā The mascots and the England vs Wales match.
āš«Øā Corinthiansā fans at a menās game reacting to the womenās Libertadores win.
COMPLETELY OFFSIDE
Links that are not football-related but still worth sharing.
š§ā My friend created this IG account to share his favourite music discoveries, and I think you should follow it. AI DJs got nothing on Sounds Good. šā
šā The How it Feels Substack by Emily Fishman has quickly become one of my favourites. The illustrations, the content, the relatabilityā¦ Itās perfect for when you just want a good read.
Excellent point!
Thereās no doubt that a player who identifies with the club we support and brings victories and titles tends to become more beloved by the fans. However, that affection usually remains limited to supporters of their own team. Because of rivalries, few athletes manage to inspire admiration that goes beyond club boundaries.
Extraordinary players like Ronaldinho, Messi, Ronaldo, and Cristiano Ronaldo stand out not only for their talent and skill but also for their visibility and relatively low level of controversy.
Unfortunately, most fans are unaware of the social initiatives and community projects many players are involved in, efforts that could have a major influence on winning peopleās hearts beyond the pitch.
Great piece. The thesis holds up on my side. Your triad totally makes sense!