Receive free updates on Life & Arts by signing up to our myFT Daily Digest email. Crystal Palace, a Premier League football club, recently made headlines by appointing a creative director, Kenny Annan-Jonathan. While some fans were indifferent to the news, others sarcastically questioned if he could play as a right-back. As a “brand architect” and founder of The Mailroom, a sports marketing agency, Annan-Jonathan’s role will involve overseeing the team’s apparel collections and fashion brand partnerships. He has previous experience working with players like Wilfried Zaha, Michail Antonio, and Daryll Neita. Annan-Jonathan’s aim is to create unique products that go beyond typical sports team merchandise, with the first collection set to debut in September.
The question arises: Will Crystal Palace merchandise appeal to non-fans of the club? Considering that they finished in the middle of the table last season and are relatively unknown as an international brand, it may be a challenging task. Palace has not been considered fashionable since the 1980s when they had Ian Wright and Mark Bright as a dynamic goal-scoring duo. Despite this, and the fact that I am a relative of a devoted season ticket holder, it seems unlikely that the club will emerge as more than a niche interest in a market dominated by larger and more explosive brands.
However, it’s worth noting that football’s popularity has been growing in unexpected ways. Who could have predicted that Inter Miami, a below-average Major League Soccer team, would have the hottest football shirt this summer? Since Lionel Messi joined the team co-owned by David Beckham, sales of the number 10 jersey have been frenzied. Messi has already surpassed popular American footballer Tom Brady and basketball player LeBron James in popularity, as soccer gains traction in the US.
Moreover, Wrexham, a team currently in the fourth tier of English football, recently completed a pre-season tour of the US where they played against Chelsea, LA Galaxy II, and Manchester United (albeit losing 3-1). Thanks to their actor owners Ryan Reynolds and Rob McElhenney, Wrexham gained a new fan base through a Disney+ series that followed their journey to win promotion to the English Football League. This underdog story, filmed with Hollywood production, has generated a surge in merch sales for the team.
Perhaps there is something deeper in our psyche that drives us to seek out a “team” during times of division. Wrexham may be one of the first clubs to galvanize interest in league soccer, but they certainly won’t be the last. Last week, news broke that Tom Brady is partnering with Knighthead Capital Management to acquire a minority stake in Birmingham City, another team that has spent more than a decade in the second tier of English football. Brady’s interest in the underdog appeal of the club may bring similar success and attention.
Crystal Palace may not have the advantages of a Hollywood actor owner or a player of Messi’s caliber, but they recognize the potential to expand their fan base beyond traditional supporters through exciting merchandise. The new era of sports merchandising aims to capture the collective, feel-good mood associated with the game. Annan-Jonathan’s expertise in making things cool aligns with this goal. While some purists may criticize the idea of fans buying club merchandise without experiencing the true essence of the game, it can ultimately benefit lower division clubs by generating revenue and fostering broader interest. Traditionalists needn’t worry, as the cycle will inevitably shift, allowing true fans to reclaim the game for themselves.
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