Long confined to a simple matter of jerseys and coats of arms, the visual identity of sports clubs is undergoing its small revolution. New logo, new name, new colors: in recent years, clubs, professionals and amateurs alike, have been rethinking, redesigning and repositioning themselves. And it's not (only) to look pretty.
Welcome to the era of sports rebranding.
The time when a club was just a logo drawn in Paint in 1998 is (thankfully) over. Today, a club is a brand in its own right, with an identity, values, a voice, a community.
And the biggest have understood that. Paris Saint-Germain, for example, didn't just line up stars on the pitch: it completely redesigned its image, from its logo to its campaigns, including stylish collabs with Jordan. Result? A global brand, far beyond soccer.
There are several reasons for this wave of redesigns:
Sport is about emotion. But it's also about design. And when the two are well married, it results in visually powerful projects... that leave a real impression on the minds of fans. Here are a few clubs (or nations) that have understood that visual representation is a key element in bringing to life a solid football brand strategy.
Small sports club, big master stroke. In 2022, the Venezia FC rebranding project, carried out with the Bureau Borsche studio, aims at a clear objective: to modernise without betraying the soul of the club. A logo revisited with the winged lion of Saint-Marc, refined colors, and jerseys that almost make you want to play just to wear them. Result? A unique experience, which combines tradition and modernity, and gives the sports club an unexpected place on the international scene. The club became an ambassador for its city, well beyond the field.
At the 2018 World Cup, Nigeria unveiled a Nike jersey that was both daring, vibrant and totally unexpected. This jersey is much more than a design: it is a powerful message, a way to create a cultural and identity link. With over 3 million pre-orders, it proves that in sports marketing, graphic experience can become as powerful as sports performance. A great reason to be interested in branding, even for national selections.
In 2021, Inter Milan decided to review its communication strategy. New logo, “I M Inter” slogan, more refined typography... All to freshen up its identity without forgetting its past. Even if some fans are struggling to turn the page, this repositioning has a simple objective: to combine tradition and modernity, and create a new link with a connected generation. It is also an example of a sports club that takes branding seriously to support its global development.
You don't need a Champions League to make an impression. Detroit City FC, a modest soccer club in the United States, understood that the most important thing is to have a strong identity and a real brand strategy. A project centered on the community, a marked graphic charter, warm colors that reflect the industrial DNA of the city... and above all, a real sincerity in the message. The result: loyal fans, full stands, and a consistent club experience from start to finish.
Rebranding is not just a facelift. It's a strategic transformation. And sometimes... it stings.
In 2024, the Chicago Red Stars became Chicago Stars FC. New name, new logo, new direction. Problem: fans don't buy in. For them, the soul of the club has evaporated. The redesign, considered too neutral, breaks the emotional bond. The perfect example of what not to do: forget your history and your fans.
We're not going to lie to you, it's quite an art. But here are the keys:
And if you are interested, we have concocted a TOP 7 worst mistakes to avoid when rebranding 7 ️
A successful rebrand is more than just a new font or a stylized logo. It is a strategic turning point that can profoundly transform the life of the club. Here's how.
A coherent and professional visual universe inspires confidence. Sponsors seek to associate themselves with credible, modern structures that promote values. By maintaining its image, a club shows that it is structured, ambitious, and ready to shine. A real plus for securing solid partnerships.
👉 Controlled branding is a powerful argument in a sponsorship case.
The new generations are highly sensitive to aesthetics, experience and style. A club with a dated or inconsistent visual universe is a bit like an ugly Insta account: you go your own way.
On the other hand, a fresh, dynamic and well-thought-out graphic identity can more easily attract new licensees, supporters or volunteers. Design has become a real driver of attractiveness.
Rebranding is also a way of rebooting the internal. When a club affirms its identity, its values, its uniqueness, it creates a strong sense of belonging. The licensees, the coaches, the families feel proud to wear the colors of the club. It strengthens, it motivates, it builds loyalty.
No more Comic Sans flyers, fluorescent red posters, or hastily made Facebook posts. A rebranding makes it possible to lay a clear foundation for all club communication: logo, colors, tone, messages, visuals. The result: a homogeneous, professional and identifiable discourse on all media.
👉 And that, to strengthen local or regional reputation, is extremely effective.
When branding is well done, it goes beyond sports. The club is becoming a fully-fledged brand, visible and recognizable in public spaces, in the media and on social networks. He can shine far beyond his sporting performances.
A good design can even turn a simple swimsuit into a stylish piece that you want to wear in the city. And that's a sign that we've moved to another level.
Rebranding is not a passing fad. It is a response to the evolution of sport, its audiences and its challenges. Clubs are no longer just sports entities: they are brands, with stories to tell, values to share, and a strong identity to embody.
So, whether you are a regional soccer club or a roller derby association, asking the question of branding is already starting to build the future.
👉 And if you want to take action, find out how we support you on our page dedicated to rebranding.
