Football's Evolving Landscape: My Thoughts on What's to Come

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I have been fortunate to witness many developments that have contributed to the growth and evolution of the game. I've had the privilege of working with and learning from many talented and dedicated individuals who are making a positive impact within and beyond the realm of football. As we look towards the future of the game, I would like to share my insights on where I believe football is headed in the coming years.

For the past few years, I have been noting the transformation of football clubs from athletic organizations to cultural icons and brands.


As the importance of content continues to grow in the world of football, clubs are increasingly turning to dedicated content teams to help them communicate effectively with their fans. With the rise of social media platforms such as Twitch, YouTube, and TikTok, clubs have recognized that the way in which content is consumed has changed significantly over the past decade. As a result, many clubs are now creating their own media hubs, such as AC Milan's new Media House, which launched in 2021 with a focus on content creators and the production of live and on-demand video and audio programming. By prioritizing content creation and distribution, clubs are able to better engage with their fans and stay relevant in an ever-evolving media landscape.

For the Culture

For the past few years, I have been noting the transformation of football clubs from athletic organizations to cultural icons and brands. These clubs are starting to extend their reach beyond the world of football and into other areas such as fashion, art, music, culture, technology, and entertainment. As a result, they have become brands that have the power to engage with people in various aspects of their lives, not just in sports. This evolution has allowed football clubs to become even more relevant and influential in today's society.

Whether it's through collaborations with technology firms, partnerships with entertainment companies, or sponsorships with fashion brands, bringing in new voices and ideas can help to keep football relevant and exciting for fans around the world. By embracing these outside influences, football can continue to adapt and grow, offering new and exciting experiences for fans and players alike.

The Growth of Women’s Football

As I watched the UEFA Women's EURO 2022 unfold, I couldn't help but feel that the events of the tournament will be remembered and talked about for generations to come. It was an incredible experience, and I believe it marks the beginning of a systemic shift in the way women's football is valued and supported.

The growth of women's football globally is reaching new levels and no doubt that the continued development and reach of the women's game is positioning it for even greater success in the future. Women's football is creating its own unique story, elevating its heroes and forging its own path. As more and more people turn their attention to the women's game, it is attracting increased investment, partnerships, and talent both on and off the pitch. This is raising the profile of women's football and bringing it the recognition it deserves. It is an exciting time for the women's game.


Club Ownership Model

Nobody has truly peaked what the takeover of Crawley Town FC by Wagmi United means for the future of football ownership and the relationship between fans and part owners of the club. Wagmi United is bringing a new and unique approach to club ownership with its open and transparent model. This shift towards collective ownership and greater transparency is becoming more common in the world of football, and it will be interesting to see how this new model affects the traditional ownership structure. As more collectives like Wagmi United take over football clubs, it is likely that this inclusive and open approach will become the benchmark for ownership in the future.

Co-chairman Preston Johnson: “We want to make them have access to decisions that actually impact to some degree the way we play or the players that are on the pitch. So adding to the fan experience at a more macro level."

The Fan Experience

In today's world, fans want more than just a seat at a sports event. They are demanding a rich, engaging, and interactive experience with their favorite teams, clubs. To accommodate this demand, sports venues are being built and upgraded with new technologies to enhance the fan experience and generate greater revenue. One such technology is augmented reality, which has the potential to revolutionize the way fans experience football matches.

Continuing to advance Inclusivity in the World of Football

Continuing to ensure inclusivity in football is crucial to creating a welcoming and inclusive environment for all players, fans, and staff, regardless of their background or identity. Several initiatives, such as Rainbow Laces, Kick It Out, Show Racism the Red Card, The Football Blacklist and more are working to combat discrimination and promote equality in the sport. By fostering a culture of respect and inclusivity, we can ensure that football remains a game that is accessible and enjoyable for everyone. By welcoming a range of viewpoints and backgrounds, we can create a more vibrant and innovative environment in football.