In recent years, there has been a sharp increase in the number of rebrandings in the world of sport, and soccer in particular. This can be explained by clubs' desire to reinforce their identity and, above all, create a genuine brand image.

A club is no longer just an entity that pays players in order to achieve results, but has become a veritable brand. PSG is a perfect example of this, since beyond the sporting aspect, the club has become the most powerful brand in European soccer, notably through its world-renowned sportsmen and women, but also through its commercial agreements and, above all, its visual identity, which has been refined to the utmost since the arrival of Qatar Sports Investments at the club's helm.

There are many reasons why clubs are redefining their identity, but let's go back to the basics.

1. Clubs in search of a new identity

1.1 Marketing at the heart of sport

There are a number of reasons why clubs want to revamp their visual identity. Firstly, the fact that marketing is playing an increasingly important role in today's sport. This is due in particular to the commercial stakes involved, motivating clubs to federate a real community around their structure, by creating a real identity with a unique design. It's this community, in part, that keeps the structure alive, so it's important to offer them attractive designs, to enhance the experience so that spectators strengthen their connection with the club.

Happy fans are fans who will snap up the shirts of their favorite teams or players. Attachment to the club obviously plays a part, but design also comes into its own. Take the example of the Nigeria jersey for the 2018/2019 season, with its original design and bright colors, which put a huge spotlight on the country.

The jersey is made by a brand that has revolutionized sports design.

1.2 Nike's influence on design

And this impulse from sport to design is symbolized by a brand known to all: Nike. Indeed, the brand with the comma has set a real design standard, notably via its graphic identity with bold typography, a streamlined design with strong messages and easily identifiable graphic elements, but also, as mentioned above, via its jerseys.

It's not the only brand to sponsor clubs around the world, but it's clearly the most present and dominates the current market. Proof of this is that it now sponsors the vast majority of the world's biggest clubs and sportsmen and women.

In addition to Nike's influence on sports design, one club has recently been in the news for its successful rebranding.

2. The evolution of design in sport: focus on Venezia FC

2.1 The world's most fashionable club

Venezia may not be a club's first rebranding, but it's certainly the most talked-about in a very long time.

In 2022, the Venice club called on Bureau Borsche to take charge of the club's new visual identity. The renowned Munich-based design studio, founded by Mirko Borsche, known for his work with Balenciaga and others, took the Lion of St. Mark, the city's symbol, and combined it with modern curves to skilfully blend tradition and modernity for the club's new artistic direction.

The new jersey set also caused a stir, with a very fashionable, almost lifestyle feel, prompting some people to wear the jersey in everyday life, inspiring various brands.

Find out more about Venezia FC's rebranding

2.2 The new soccer shirt craze

In recent months, soccer shirts have taken fashion by storm. No longer simply worn by fans, soccer shirts have become an integral part of any outfit.

This can be explained, on the one hand, by theevolution of jersey design and the desire for clubs to provide a unique identity, and on the other, by the fact that sport is an element rooted in today's culture and cannot escape design in all its forms. This reinterpretation of the use of soccer shirts is likely to further encourage clubs to call on agencies to provide them with their own artistic direction.

It's a race against time for designers, as fast-paced as a sports season, which may lead us to wonder whether design is more than just creation.

3. Is design a sport in itself?

3.1. Similarities between design and sport

What distinguishes a designer from others? Anyone can design, but the difference lies in thedesire to design, which is why it can be compared to sport. In fact, design sprint, search for inspiration, think about design, all this sometimes in a short space of time. Design demands skills similar to those required in sport, since it's sometimes a creative sprint. These challenges often have to be met under tight deadlines, just like sporting events, which require optimum performance in a limited time.

3.2. Training: the key to differentiation

Apart from talent, the difference also comes fromtraining. Design and creativity involve all kinds of muscles that can be trained, and what sets designers apart from other people is that they've been training to design and be creative for a long time. So grab your computers!

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