Hey there, and a warm welcome to all the new subscribers!
I know. This edition came a week late, but for a good reason: I've been busy with new projects and still dedicating much of my time to continue promoting The Good Football Trend Report 2024. By the way, I am still beaming from the impact and feedback from the report! Seeing a product into which I put so much effort and care resonating with so many of you is so good. Learning that you are already using and sharing the content is truly amazing.
If you haven't read the trend report yet, go to this link and subscribe to The Good Football to get the password to access the full material.
Today's post follows up on the report, listing some footballers, clubs, brands, and other names and topics to watch in 2024. I believe these can be some of the main vectors bringing about the seven big trends you read about in The Good Football Trend Report.
⚽ Footballers
Irene Paredes
As captain of the Spanish women's team, Paredes is a key player for the national squad and Barça. From the start, she has been quite vocal in defending Jenni Hermoso and standing up with her teammates to demand necessary changes. I believe she will continue to be an important agent of change for women's sports in Spain.
Endrick
The young Brazilian player has been named the most promising under-21 striker by the CIES Football Observatory, has already been signed by Real Madrid, and is one of Brazil's biggest future hopes. Endrick has also displayed a very interesting and consistent personal brand. Classic outfits (including the tucked-in jersey when playing) that convey nostalgia, some very mature interviews and statements (and others not so much, but let's give him a break… he is 17), and a partnership deal that resembles the Michael Jordan story in some ways. With him arriving at Real Madrid this summer, let's see if and how he will contribute to Vini Jr's fight. I believe that Endrick has a big potential to be a Good Footballer - on and off the pitch.
Vini Jr.
Speaking of him, love or hate Vini Jr, it will be inevitable to hear about him in 2024. Apart from his clear evolution and growing protagonism on the field, I am very excited to see where his courage will take him as he continues to stand up and get louder against the racist abuses that infuriatingly haven't stopped yet.
Aitana Bonmatí
After a superb season, if you are not excited about watching Aitana playing in 2024, you are wrong. With the growing exposure and reach of her image, I am also looking forward to seeing more and more good campaigns featuring her and how she will continue using all of that for good this year.
Sofie Junge Pedersen
This Danish player, currently playing for Inter Milan, led a great climate action campaign with Common Goal in 2023, which was awarded the World Football Summit's Marcus Rashford award. Involved in different causes, I believe she will follow up on last year's success with more great things.
Richarlison
After a rough 2023 that culminated in his honest declaration about mental health struggles and how they were affecting his performance, Richarlison came back strong this year. Unfortunately, a knee injury recently pulled him out of the game for a few weeks, but it will definitely be interesting to watch the development of his story and how he will continue to speak up about mental health and other topics.
⚽ Clubs
Oakland Roots SC
This California club defines itself as “a purpose-driven team that seeks to harness the magic of Oakland and the power of sports as a social force for good.” and, after a successful community-owned funding campaign that raised over $3M, their impact potential for 2024 is even bigger.
Lewes FC
Listed on The Good Football Trend Report as an example of best practices in 2023, Lewes FC is still one of my biggest bets for impact in 2024 due to the excellence and consistency of its work.
Como Women
Recently acquired by the Mercury 13 group, a women's football multi-club ownership group, Como Women plays the Italian Serie A and now has renewed potential for the seasons ahead. Growing women's football is growing the ‘Good Football’.
Wrexham AFC Women
Similarly, with increasing investment and promotion of the Wrexham AFC Women's team, it will be interesting to watch (hopefully literally in season 3) their journey and where it will lead them. Perhaps to Rob's ambition of ‘the best women's football team in the world’?
Venezia FC
This smaller Italian team recently got on everyone's radar because of excellent rebranding work, and it seems to be continuing to employ good efforts to strengthen its brand. Developing different partnerships and actions focused on local and community impact, Venezia could become a reference in developing a football brand's “impact” aspect.
⚽ Brands
FC88
This upcycling brand partners with clubs, federations, and other organizations to turn deadstock into new products, “making new products from apparel that kept the emotional value for the fan and brand value for club and sponsors alive.”
Sokito
They claim to be "the world's most eco-friendly football boots brand,” and as more footballers appear wearing these boots, the more intriguing it will be to watch how they evolve and also affect other brands.
⚽ Events
2024 is a dream year for all of us who love football and sports in general. Following the AFCON, we'll have the Euros, Copa America, and Olympic Games. With more eyes on the women's events now, there is even more to see and expect from those tournaments too. How will we see Good Football displayed and promoted in and through these major events, especially when it comes to sustainability? We shall see.
⚽ More
Camp Nou
FC Barcelona's new Camp Nou is being built with recycled materials from the old stadium, helping significantly reduce its carbon footprint. If well-executed, this could become a great reference in the industry.
La Liga's, its clubs, and sponsors response to racism
As I mentioned above, Vini Jr. has made it clear he will not shut up against racist episodes, which are still recurrent in Spain. How will the league and the different stakeholders and authorities respond? La Liga recently launched a new anti-racism campaign that, similar to the previous ones, seems to scratch the surface of the issue without offering concrete and measurable solutions. Can we hope that Vini's pot-stirring can bring about actual change?
Football Beyond Borders
This London-based, youth-centered organization is a big creative and impact-driven reference for my work. They craft great storytelling, visuals, and campaigns that portray their beneficiaries as protagonists and creators. Worth following!
Women's football campaigns
Sponsors and clubs seem more aware than ever of women's football's commercial strength. Instead of trying to replicate what works in men's football, many brands are creating tailored campaigns that target this different audience. I'm excited to see this industry evolve in its own way in 2024.
🔭 Did I miss anything important? What is on your 2024 Good Football watch list?
THE GOOD LINKS:
🤓 This blog post on why being a fan is good for you, by my friend and great copywriter Hayley Davinson. Let's take notes for the next time someone calls us weird.
🌶️ This limited edition Nando's sauce created by Saka.
🧠 This interview with Richarlison about how the sessions with his psychologist are helping him.
👏 This shirt.
😎 Jackson Irvine does it again.