Are fans now more invested in star names than clubs?

The arrival of Lionel Messi at Inter Miami has become as iconic as a flamingo pink marketing strategy. Social media accounts spiked, shirts sold out and match tickets went for exorbitant prices. However, the fans who support Inter Miami are not necessarily fans of the club or its city. They are fans of Messi, one of the greatest football players of all time.

Sports brand strategist James Kirkham explains that this trend is not unique to Inter Miami, but rather a broader phenomenon where fans invest more in individual star players than their clubs. This trend has been growing for some time, fueled by the influence of gaming, particularly on young fans. According to Kirkham, younger fans are less rigid or tribal and have a more encyclopedic knowledge of players, developed through video games.

Fans are now more likely to follow players from different countries or leagues not because of the badge on the front, but because of the name on the back. This is evident in the fact that 80% of global supporters now also follow a second team, as shown in a study called "The Rise of the Second Club Fan". The study suggests that this increase in second-club fandom is often driven by players, as fans track individuals rather than institutions.

Players are becoming their own distribution levers, projecting themselves onto the world through their own YouTube channels and social media platforms. This trend of following individual players has become so powerful that it can move fans to invest in a player's journey, even if it means abandoning their original club. The World Cup served as a great launch pad for many players' personal brands, with players like Vozinha, Lamine Yamal, and Cristiano Ronaldo experiencing a huge spike in followers.