Dear WSC
I read with interest Paul Joyce’s article concerning the rebranding of SSV Markranstadt as RB Leipzig in WSC 273. Only this summer it was rumoured that my club Southampton would be saved from extinction by becoming co-opted into the Red Bull sporting portfolio. While the team colours, fitting snugly with the brand, would not need to change the adding of the Red Bull moniker seemed a step too far. Surely something would be lost in fusing a global brand, with all its focus-grouped values and marketing spin, to a football club; an act of historic vandalism similar to replacing stained glass windows in a church with double glazing while nailing a satellite dish to the spire. The internet debate suggested, however, that many Saints supporters were happy to trade naming rights in exchange for the club’s survival. The same supporters had several years previously reacted angrily against a corporate branding of St Mary’s Stadium as simply the “Friends Provident Stadium” with the ensuing negative publicity resulting in a U-turn with the addition of St Mary’s to the title. Corporate patronage is not as new as we would like to imagine. The P in PSV Eindhoven stands for Philips, as in the Dutch electrical giants, with the club’s home games at the Philips Stadion. Indeed, many clubs have benefited from long-term relationships with business which may be far preferable to other ownership and financing options; a quick glance around the leagues reveals several fates far worse than “Red Bull Saints”. Football may be just a game to some but following our team is about being part of a community, feeling a connection with the friends and strangers stood next to us at the ground. It is a thread linking us to people looking out for the score on a TV screen or in a newspaper on the other side of the world. Brands by their nature seek to harness and transform these feelings to translate them into profit, in the process sullying the very spirit of our club. Barcelona’s motto is “more than a club”. Every clubs motto should be “more than a brand”.
Neil Cotton, Southampton
Search: ' Dunga'
Stories
Brazil is suddenly keen on its football heritage – but with the emphasis on the Ricardo Teixeira years Robert Shaw reports
“The Maracaña has to be blown up. It is impossible to remake it, or even to adapt it to host a World Cup.” “This venue is simply fantastic for the history of Brazilian football.” Spot the difference. In 2004, Ricardo Teixeira president of the Brazilian football federation (CBF) was talking down his country’s most famous stadium as well as the game’s history before 1994, but by this September Teixeira could barely contain his enthusiasm for the past at the inauguration of São Paulo’s Museu do Futebol. Teixeira now expects a revamped Maracaña to host the 2014 World Cup final.
Brazil’s quest for Olympic glory fell short once more, adding to the pressure on Dunga in the World Cup, writes Robert Shaw
A new film called 1958 – The Year in Which The World Discovered Brazil has the team fondly recalling how the blue shirts worn to beat Sweden in the World Cup final were hurriedly bought at a local shop. The badge of the football federation was then stitched on. Fifty years on and Brazil’s Olympic team turn up to collect their bronze medals with sticking plasters over offending badges – the full national football team wear Nike shirts, while Olympikus sponsor the Olympic team,
Football’s Flamboyant Maestro
by Jethro Soutar
Robson, £9.99
Reviewed by Barney Ronay
From WSC 242 April 2007
“The importance of Ronaldinho’s aura, his grace and charisma, cannot be overstated,” writes Jethro Soutar halfway through this meticulous 90,000-word exercise in doing just that. Immaculately put together and perkily written, the only thing the book lacks is any kind of analysis of its subject to go alongside all the facts. Surprisingly, given its unofficial nature, there’s no room here for Ronaldinho as anything but permanently smiling super athlete, a sporting brand defined by his umbilical, and highly marketable, link to the common myth-kitty of Brazilian football greatness. This is a shame because, as far as it goes, this is an energetic and comprehensive biography.
Brazilian Kerlon's cheeky antics rile opponents, reports Robert Shaw
The controversy surrounding the drible da foca (seal dribble) of Cruzeiro’s teenage midfielder Kerlon has the makings of a modern Brazilian footballing fable. The storm centred on an incident in a remarkable match between Cruzeiro and local rivals Atlético MG on September 16. In the 80th minute, with his team leading 4-3, Kerlon’s trademark dribble – juggling the ball with his head while on the run – was brought to a shuddering halt by the intervention of opposition full-back Coelho, who barged violently into the Cruzeiro player. Coelho was sent off and later suspended for 120 days, effectively ending his season. But the episode has provoked a wider debate in Brazil about the boundary between tricks and provocation in football.