You Want Rebranding, Football League? I’ll Give You Rebranding
Is there a worse thing imaginable for a common or garden football supporter than Soccerex? The annual global convention of marketing pricks completed its three day mission to showcase n and inventive ways for football clubs and other attendant vultures to wring money from its paying punters earlier this week and the world is, it should go without saying, a slightly grubbier place for it having occurred. This world of business expositions is, of course, a bleak one, in which authenticity only means anything if it can be repackaged and sold for twice what it cost before and in which the only form of loyalty that is worth anything is brand loyalty. It’s a glass of lukewarm pinot grigio from a bottle that’s already been open for five hours served with sandwiches served on a tin foil tray that wasn’t completely covered in cellophane. It’s conversations in which the word “synergy” is used simultaneously both with and without irony. It’s a world of navy blue pinstriped suits worn with a tie to add a splash of colour. In these respects, at least we might argue that modern football “synergises” very effectively with modern marketing.
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