The Science of Liking Footballers
🧪 A study in performance, personality, and purpose.
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 Montjuïc Olympic Stadium. There, I also noticed kids holding up handmade signs with his name, and that the fans’ reaction to him throughout the match was very positive and loud.
Sure, his great start to the season helps, but considering how many stars Barça 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 can’t help but think that part of that is because it’s 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, he’s 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 else’s?
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, there’s a difference between admiring someone’s 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 Barça Femení and the Portuguese national team and has one of the brightest personalities in football today. She’s magnetic, expressive, and naturally funny. Not surprisingly, she’s been doing lots of campaigns lately. Who wouldn’t 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 Furacão 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 we’re friends, and when he wins, it feels like we do too.
Or Jackson Irvine, who probably wouldn’t even be on my radar if it weren’t for his advocacy and personality, since I don’t follow the Bundesliga or the Socceroos. But he’s 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 didn’t plan this 3P thing.)
I tried to map this out; here’s 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. It’s not logical; it’s emotional. It demands stories, community, inspiration, sweat, and humanity — all the things that can’t 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 didn’t dent his brand. His identity has been built across different worlds —advocacy, fashion, culture, and leadership —and that makes it far more resilient than results alone for his fans and the brands around him.
That’s 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 isn’t a neutral brand asset; it’s a risk. Taking a stance can cost deals and divide fans, but it can also attract and strengthen other bonds and partnerships. Using one’s platform consciously might cost something, but not using it costs more.
This isn’t a rulebook; it’s more of a possibility that feels increasingly relevant in a sport still learning to value more than goals. It’s hard (and very unlikely) to make it to the top tier of Ballon d’Or 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 Bonmatí, Mo Salah, Didier Drogba, Marta.
And then there’s Marcus Rashford, a player who seems to exist at that crossroads.
That night at Montjuïc, watching him play, I realized there’s something special about seeing him win. It just hits different. When he scores, it feels a bit like watching a friend succeed.
And maybe that’s 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
🦄 The Unicorns’ new kit. Congrats,
!💯 Pina being the FC26 legend. I am obsessed with this story and all the comments she’s been getting from players.
😮💨 Yes to the adidas x Arsenal new drop.
👏🏿 Dinamo Dresden’s new kit with an antiracist message.
👸🏼 This moment is everything - also, she scored this one right in front of my bare eyes.
♻️ Oakland Root’s upcycled fashion half-time show.
🎨 This original Emily Bisgaard.
🥹 The mascots and the England vs Wales match.
🫨 Corinthians’ fans at a men’s game reacting to the women’s Libertadores win.
COMPLETELY OFFSIDE
Links that are not football-related but still worth sharing.
🎧 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. 😉
💌 The
Substack by has quickly become one of my favourites. The illustrations, the content, the relatability… It’s perfect for when you just want a good read.
Excellent point!
There’s 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 people’s hearts beyond the pitch.
Absolutely excellent. I am curious, would you indulge us with your version of which footballer aptly fits in each description on your Venn diagram?