Why luxury loves football
In the world of opulence and extravagance, where fine dining, high fashion, and luxury travel reign supreme, an unexpected contender has risen to captivate the hearts of the elite: football, or soccer for our American readers. This seemingly incongruent pairing has evolved into a growing synergy, highlighting the universal appeal of the beautiful game.
Zegna became Real Madrid Official Luxury Travelwear Partner in 2022.
At first glance, football might appear to clash with the refined tastes of the luxury high class consumers. The sport's raw intensity, passionate fan base, and often humble origins seem at odds with the exclusive circles of haute couture and five-star accommodations. However, a deeper exploration reveals a multitude of reasons why luxury has opened its arms to the world's most beloved sport, reshaping the traditional associations between football legends and high-end fashion labels. One year ago, Kylian Mbappé, is the latest in a growing alumnus of cultural icons to join Dior as a global ambassador while Kim Jones, Dior's Artistic Director of men's collections, had created the new wardrobe that would be worn by the PSG teamToday, players and clubs have emerged as powerful influencers, exerting a substantial impact on corporate branding and soft power.
The FIFA World Cup 2022 became the biggest sport event on earth driving a 1.5 billion global audience
On 18 December 2022, 88,966 spectators packed into Lusail Stadium in Qatar and close to 1.5 billion around the world watched a pulsating Final between Argentina and France. As well as estimating that the final "achieved a global reach of close to 1.5 billion viewers", FIFA claimed that the tournament resulted in "almost six billion engagements on social media". FIFA World Cup Final Beat Super Bowl LVI by more than one billion viewers in TV ratings. More recently, Women’s World Cup 2023 viewership to cross 2 billion, double from 2019. This vast audience offers luxury brands an unmatched opportunity for exposure. High-end brands like Moncler with Inter Milano, Dior with PSG, Off White with AC Milano, Zegna with Real Madrid amoung others strategically align themselves with football events, sponsoring prestigious tournaments, teams, and even individual players. This strategic partnership elevates brand visibility and facilitates deeper engagement with diverse markets.
Brands are looking for emotional resonance through players wearing their clothes outside the football pitch and becoming cultural tastemakers.
Luxury is often associated with emotion, aspiration, and storytelling. Football, on the other hand, is a canvas upon which narratives of triumph, underdog victories, and heartrending defeats unfold. The game's emotional resonance creates a powerful connection that luxury brands seek to tap into. By associating their image with the passion of football, these brands become part of the stories that resonate with fans on a personal level.
Football connect luxury brands with new communities in meaningful and authentic ways.
Football transcends boundaries and brings people together, regardless of their background or status. Luxury, too, has a way of uniting individuals who share refined tastes. The convergence of these seemingly disparate worlds showcases a shared appreciation for excellence and passion. The camaraderie formed around football can extend to luxury spaces, creating a sense of community among those who appreciate the finer things in life. When Moncler signs a three years deal with FC Internazionale Milano it expand the brand’s mission beyond fashion and luxury, and welcome “the football community into its extended universe”. It also falls in line with the Milan team’s goal of a global expansion off the football pitch.
While streetwear drives luxury sales, football has become a powerful way to tap into customers lifestyle.
Beyond the pitch, football culture encompasses a lifestyle that includes travel, leisure, and social engagement. Luxury brands can seamlessly integrate into this lifestyle, offering tailored experiences to football enthusiasts. From VIP box seats at matches to exclusive events with football legends, the overlap between luxury and football provides a platform for brands to curate unforgettable experiences that align with the desires of their clientele.
As Football players are becoming cultural icons, luxury brands a more socially conscious image by tackling social Impact.
Luxury brands are increasingly conscious of their social responsibility. By partnering with football initiatives, such as charitable foundations and community development programs, these brands can contribute to positive change. Football's immense influence on communities around the world creates opportunities for luxury to make meaningful contributions while aligning with values of inclusivity and empowerment. Recently Off-White™ announced its collaboration with the AC Milan charity Fondazione Milan, expanding and positively amplifying its three-year partnership with the team. The project includes the opening of a small sports field in the underserved Milan suburb of Gratosoglio alongside the release of a limited-edition t-shirt to support the initiative.Facilities at the new multi-use youth sports space include 5-a-side football pitches to develop collective identity and belonging as well as cultivate positive relationships for the local communities.
In an unexpected union, luxury and football have demonstrated the potential for harmony between the extravagant and the passionate. As luxury brands continue to embrace football, and as the sport itself evolves, this partnership is likely to deepen, revealing new dimensions of shared values and captivating experiences for fans and connoisseurs alike.
