The largest FIFA World Cup ever has already produced its fairytale moments. A new wave of nations is set to take part in football’s grand spectacle for the very first time, with countries like Haiti and Cape Verde booking their tickets, and several first-timers fighting it out in the play-offs.

On the pitch, everything appears to be heading in the right direction. But off the pitch, it is a very different story, one defined by greed, sportswashing, and decisions that are fundamentally changing the way the game is played.

Greed

FIFA, football’s governing body, has recently announced ticket prices for the upcoming World Cup opener between one of the host nations, Mexico, and South Africa. And let’s just say this: for a tournament taking place in the world’s most capitalistic environment, the prices should not come as a surprise, but somehow, they still do.

Applications to purchase World Cup tickets are now open, and they come in three different categories. If you are hoping to watch the opening game between South Africa and Mexico, be prepared to dig deep.

Category 3 tickets, the cheapest available, start at $1,020, which in South African currency works out to roughly R17,000.

Category 2 tickets cost $1,700, setting you back about R28,760. For comparison, a Category 2 ticket at the Qatar World Cup cost just $440.

Category 1, the most expensive option, will cost you around R40,000.

When you compare these prices to the Qatar FIFA World Cup that took place just three years ago, you really begin to sense the greed plaguing this tournament. The cheapest ticket for the opening game in Qatar was just $54 (Category 4), which is a little over R1,000, laughable when you consider that it is still cheaper than some Springboks tickets, and the most expensive seats were around £620, roughly R11,000.

And if you think that is bad, let’s talk about the final. The cheapest ticket for the upcoming World Cup final will set you back $3,000, compared to just $600 for the final in Qatar.

These prices are absurd, especially given that, outside of Mexico, football is not the dominant sport in the USA or even Canada to the same extent as elsewhere. You would think FIFA would have learned from the Club World Cup, where pricing out real fans led to empty stadiums. Unfortunately, that does not seem to be the case.

Ticket prices have increased by nearly 500% compared to the last World Cup. My biggest fear is that, with smaller nations like Haiti qualifying, their fans simply will not be able to afford tickets to watch their country compete on football’s grandest stage. The result will be half-empty stadiums and a tournament stripped of its soul.

And make no mistake, these prices are not just pushing out international fans, but local citizens of the host nations as well. If FIFA does not address this ticketing issue, we will be left with stadiums filled by the wealthy, many of whom may not truly appreciate the game. When goals are scored, the scenes, the moments that make the World Cup magical, simply will not be there.

And without that, the beautiful game loses its beauty.

Sportswashing

On 5 December, the world tuned in for the FIFA World Cup draw. Fans were eager to see who their countries would be facing at the tournament. But before any balls were pulled from bowls, viewers were subjected to what can only be described as a confusing and puzzling spectacle: an award ceremony in which Donald Trump was presented with the inaugural FIFA Peace Prize.

According to FIFA, the award is given to someone who has taken “exceptional and extraordinary actions for peace” and, in doing so, has “united people across the world”. Now, I do not consider myself an expert in American politics, but awarding a so-called peace prize to someone who has openly supported the Israeli government’s actions in Gaza, welcomed war criminals, used divisive language towards Africans and other so-called “third-world” countries, and helped architect a system that snatches people off the streets for being deemed “illegal aliens” as they go about their daily lives, well, that is certainly a choice.

To this day, FIFA president Gianni Infantino has not revealed how the decision was made or who voted for Trump to receive this award, yet he has claimed it was given on behalf of the football community. FIFA has long insisted that it remains politically neutral, but parading Donald Trump as a global peace icon hardly aligns with that stance.

Infantino has also been an outspoken supporter of Trump in the past, even backing him for the Nobel Peace Prize. Supporting a political figure in a personal capacity is one thing. Using the governing body of the world’s most popular sport to endorse him so publicly is another, especially when many of the people Trump routinely speaks down on are the very same people who watch, love, and live football every single week.

The changes to the game

In Infantino’s bid to make football, already the most popular sport in the world, more appealing to an American audience, he has announced the first-ever FIFA World Cup half-time show.

And honestly, at first, I did not hate the idea. We have seen football matches where an artist performs a song or two during the interval, so that part did not bother me.

But he completely lost me when he said it would be “Super Bowl style”.

If you are not familiar, the Super Bowl half-time show is not just a quick performance. It is a full-blown production, with massive stages, floor plans, and elaborate setups. Because of that, Super Bowl half-time is far longer than a regular NFL break. Between setting up, a performance that can run close to 15 minutes, and then tearing everything down, the game is paused for far longer than it should be.

And that is exactly the problem. In a World Cup final, extending half-time takes away from the spectacle of the match itself, something fans already dislike.

FIFA has also revealed plans for water breaks in each half, despite already scheduling matches during cooler conditions. Let’s be honest, this starts to feel less about player welfare and more about creating natural pauses to run adverts.

This ongoing Americanisation of the tournament feels like it is slowly stripping the soul out of the sport. Football is meant to be simple: two 45-minute halves and a 15-minute break. The game should always be the main event, not corporations fighting for airtime to plug their products.

When all is said and done, Gianni Infantino’s tenure as FIFA president will be remembered as a disgrace. A man who did everything he could to prioritise profits and big corporations over player welfare and the fans. I will still be tuned into the World Cup, supporting South Africa, but ultimately this tournament will be remembered as a World Cup with no soul.

Today, all you really need is a camera, a microphone, and WiFi - and boom, you can launch a podcast, start a Twitch stream, build a YouTube channel, or grow a TikTok account. This change is happening across many genres, but nowhere more noticeably than in the world of sport.

Sports content has evolved because we no longer depend solely on ex-professionals offering dry, outdated opinions on TV. Fans now turn to everyday people who express their views in a way that’s fun, engaging, and relatable. That’s why fan-led accounts have exploded in popularity. They might not have played professionally, but they know how to deliver opinions that resonate with viewers and listeners.

With the rise of TikTok and Instagram Reels, fans can now get a quick 30-second to 3-minute breakdown of the game they care about - without having to sit through a full 30 minute-hour broadcast or analysis of matches they have zero interest in. Instead of waiting ages for pundits to finally cover their team, they get instant, tailored content. And when you tap into hot topics, the algorithm pushes you straight to the top.

Creators don’t just publish videos - they build communities through live chats, Discord, and other platforms. They give fans exactly what they’re looking for. Whether you want in-depth analysis of a match or hilarious reactions to the drama on the pitch, social media has something for everyone.

Before this shift, you simply had to consume whatever the major broadcasters decided to put in front of you. Now, the power sits with the fans - and the creators who understand them

While fan channels are thriving, traditional media companies still hold enormous financial power and huge audiences - and they’ve started to realise that creator-led content might just be the jackpot. Broadcasters like Sky Sports have launched programmes fronted by social media creators. ESPN, the biggest sports network in North America, has followed suit, giving creator-led shows like Numbers on the Board their own slot on the channel.

Think about it: that podcast started in a living room - and now it boasts a major platform and a massive following.

Football has seen the same shift. Channels like AFTV and The United Stand, both started by everyday fans sharing their opinions, have grown into powerhouse platforms landing high-profile interviews with former and current greats. It’s proof that authentic voices aren’t just being heard, they’re reshaping the media landscape.

Major broadcasters aren’t doing this out of generosity. By bringing in creators with established communities, they gain new viewers; creators, in turn, get exposure to an even wider audience. In essence, it’s a win–win, and proof that the future of sports media lies in the blend of traditional broadcasting and creator-driven voices.

With the rise of creator-led content, there’s still a huge space for ex-professionals and current athletes to tap into. Many former players are brilliant on camera, able to articulate their thoughts in a way that’s both insightful and entertaining. Ex-pros offer something creators simply can’t: lived experience. They can share behind-the-scenes stories, insider context, and details that were never revealed to the public.

But beyond that lived experience, many of them are genuinely relatable and funny -something that wasn’t always obvious during their playing careers. We’re seeing this with several former athletes, most notably ex-Atlanta Hawks guard Jeff Teague with Club 520, and former NBA All-Star Gilbert Arenas with Gil’s Arena. Their shows pull in millions of views because they’ve mastered the art of turning lived experience into engaging, humorous storytelling. Athlete-led podcasts have become so influential that Club 520 even signed a shoe deal with adidas. A podcast… with a shoe deal. Just let that sink in. Huge.

But athlete-led podcasts offer more than entertainment. They’ve become safe spaces for athletes to control their own narratives, instead of relying on traditional media, which has often misrepresented them through bias or, at times, thinly veiled racism. Fans appreciate hearing directly from the athletes themselves, without the filter of a media machine shaping the story for them.

Another reason these podcasts resonate so deeply is that many of today’s biggest hosts played in an era before social media, meaning fans never got to know them in an authentic, unfiltered way. Players like Gilbert Arenas, who was one of the best in the league at his peak - are now finally able to show personality, honesty, and humour like never before.

The world is changing, and our reliance on traditional media for sports content simply isn’t what it used to be. Creating sports content has never been more accessible. Whether you’re one of the greatest athletes of all time or just a passionate fan with something to say, you now have a voice - and it can reach millions.

Football, of course, is leading the charge. From the reissue of Brazil’s 2002 World Cup kit to the revival of Club América’s legendary jersey, the classics are making a comeback. Even TikTok and Instagram have joined the throwback train, flooding feeds with edits of Beckham’s free kicks, Henry’s smooth finishes, and grainy clips that still give goosebumps.

Brands have caught on. Adidas and Nike are cashing in on the wave, bringing back two of football’s most beloved boots - the Predator and the Total 90. It’s a nostalgic homecoming for those who laced them up as kids, and a first-time thrill for a new generation who’ve only seen them in FIFA or YouTube highlights.

Predator vs. Total 90: The Origins of a Rivalry

Both the Predator and the Total 90 defined a generation with their revolutionary, streamlined designs. The Predator’s signature rubber fins were engineered to enhance grip, swerve, and power - a perfect match for the cool precision of icons like David Beckham and Zinedine Zidane, the faces of the boot at the time.

The Total 90, meanwhile, broke ground with its off-centre lacing and textured strike zone, built to amplify both accuracy and shooting power. It became synonymous with players like Wayne Rooney and Luís Figo - the embodiment of early-2000s intensity and attacking flair.

At the heart of their rivalry was how Adidas and Nike positioned them. The Predator was the maestro’s tool - for the calm, technical playmakers who controlled the rhythm of the game, like Beckham and his legendary set pieces. The Total 90, by contrast, was the striker’s weapon, built for power, aggression, and goals. Think Rooney, think Fernando Torres: raw energy, fearless finishing, and total domination.

The comeback

The rise of blokecore and the resurgence of Y2K style have made the comeback of both the Predator and Total 90 feel perfectly timed.

Nike’s revival of the Total 90 went full steam ahead in 2025 after months of cryptic teasers in 2024. This time, the classic boot wasn’t made for studs on the pitch but for soles on the streets. The reimagined Total 90 stays true to its roots with the signature off-centre lacing, while embracing a modern, lifestyle edge.

The new line comes in a range of colourways, from clean white and black to gum light brown - and of course, the iconic gym red makes its return. But Nike didn’t stop there. The Total 90 revival extended beyond footwear, with retro-inspired shirts and jerseys dropping for national teams like the USA, Brazil, and Portugal, as well as club sides such as Chelsea, PSG, and Tottenham Hotspur.

To celebrate the era, Nike also tapped into culture. A standout collaboration with French artist Tiakola - featuring legends like Franck Ribéry and William Saliba, bridged generations of football and fashion. And if leaked photos are anything to go by, a Palace x Total 90 collab starring Wayne Rooney is set to take things up another level. The Total 90 isn’t just back, it’s bringing the old school to the streets.

Adidas, meanwhile, got the head start. The Predator comeback kicked off in 2024 to celebrate the boot’s 30th anniversary, marking three decades since its 1994 debut. The new Predator 25 carries the DNA of the original, fins and all, but with a futuristic twist.

In February, Adidas dropped the vibrant Predator 25 Mystic Victory - a bold mix of lucid lemon, pink, and blue fusion. Since then, they’ve rolled out a wave of reissues, from the Year of the Snake edition to the chrome-dream pair designed for star athlete Jude Bellingham, and the sleek Obisdian Striker. And for the purists, Adidas honoured its heritage with The Original Pack, reimagining classics like the 2000 Predator Mania - with leaked shots hinting that the Predator 94 remake is next on deck.

And the strategy is clearly working. Adidas hasn’t just relied on nostalgia; they’ve orchestrated a masterclass in drip-feeding the market, ensuring the Predator stays at the top of the boot-head conversation every month. Each drop - whether a wild, modern colourway or a faithful classic reissue - is a high-octane event. This consistent, targeted release schedule not only creates scarcity and hype among collectors but also keeps the Predator visible on the feet of the world’s most influential players, cementing its status as the modern performance icon. The sheer volume of high-profile, must-have variations means that from the field to the resale market, the Predator is dictating the rhythm of the football boot world.

2025 Showdown: Which Brand’s Winning the Nostalgia Game?

Both Nike and Adidas are deep in the midst of a full-blown nostalgia war, each pushing hard on marketing and retro storytelling. But in a battle built on legacy, authenticity often matters more than hype.

So far, Adidas appears to have the edge. Its early start and more organic rollout have helped it connect with fans on a deeper level. The brand’s use of ambassadors with enduring legacies beyond their playing days gives its campaign a sense of credibility that Nike’s Total 90 revival is still chasing.

Still, the race is far from over. Could the next chapter bring a revival of the F50 and Mercurial rivalry? Or perhaps another brand, like Umbro or Puma, will throw their name into the ring?

And with a World Cup year on the horizon - plus Adidas already releasing the official World Cup ball - expect even more from the Three Stripes. The nostalgia era is far from over. But as the throwbacks keep coming, one question lingers: are brands truly paying homage to the past, or just running out of new ideas?

Some clubs excel at this more than others - whether through fashion collaborations, clever social media, or aligning with influential figures in art, music and style. But one club has consistently stood out as being more in tune with culture than the rest: Arsenal. Long regarded as football’s “culture club”, the question is - what makes them deserve that title?

So, what does it really mean to be the ‘Culture Club’?

When I think of the “culture club”, I think of a club that recognises the role people of colour play within football - but also beyond it, and provides a safe haven where they can freely express themselves, from fans to players alike. It’s about creating an environment that doesn’t just tolerate diversity but actively celebrates it.

Arsenal have done this by not only giving players of colour a platform on the pitch, but also by catering to their fans through services, goods and campaigns that reflect their backgrounds, stories and identities. It’s an appreciation rooted in genuine recognition, rather than tokenism - an understanding that football culture is inseparable from black culture and other communities of colour.

This authenticity is what strengthens Arsenal’s bond with supporters worldwide, making them feel seen, valued, and part of something larger than just the game.

From Humble Beginnings to the Wenger Era

Arsenal was founded in 1886 on the premise of building a sense of community for ammunition workers, offering them an escape from the harsh realities of daily life. That spirit of togetherness has remained at the heart of the club ever since. But fast forward to 1996, and with the arrival of Arsène Wenger (for the longest time I thought Arsenal was named after Arsène Wenger), the foundations of what became the “culture club” truly began to take shape.

A relatively unknown Frenchman at the time, Wenger became a cultural turning point in English football, often credited with revolutionising the game. His methods, initially seen as strange and unconventional, soon became the standard. From introducing a more scientific approach to training, to implementing diets and nutritional methods largely unheard of in English football, Wenger changed how players prepared and performed.

The impact was immediate on the pitch. Wenger replaced George Graham’s pragmatic, defensive style - immortalised in the famous chant “1-0 to the Arsenal” - with a more fluid, flair-driven brand of football. Arsenal quickly transformed from a side seen as boring into one of the most exciting teams in the league, inspiring rivals to adopt elements of his philosophy. When Wenger entered the league, he was one of just two non-English managers, and his success opened the door for a wave of foreign coaches who would go on to reshape the Premier League.

Under Wenger, Arsenal also became a symbol of inclusion. The rise of black footballers was central to his era, with legends such as Patrick Vieira, Thierry Henry, Ian Wright and many more defining a generation. At a time when black players were still poorly protected, Arsenal stood out as a club of representation and opportunity, becoming the first side in Premier League history to field an all-black outfield team - a cultural milestone that resonated deeply across black communities worldwide.

Fashion, Beats, and Football

In a previous article, I mentioned that black culture is what sets trends and shapes influence - and Arsenal have clearly recognised that. Despite being one of the most successful clubs in the world, they are arguably the team that has pushed the boundaries the furthest when it comes to fashion and cultural relevance. As I’ve written before, football culture is fashion culture, and Arsenal embody that idea more than most, with numerous streetwear and blokecore-inspired kits.

Any club can collaborate with a fashion brand, but with Arsenal there always seems to be more intention and authenticity. From partnerships with Aries, Labrum London, Humanrace and, more recently, NTS, Arsenal have consistently chosen brands that may not be the biggest names globally but are genuine needle-movers within the streetwear scene. Being based in London, a multicultural hub, the club reflects and caters to that diversity.

A prime example came in 2022, when Arsenal released a Jamaica-inspired pre-match kit. It wasn’t just the design that stood out, but the timing, the launch came just before the iconic Notting Hill Carnival, a vibrant celebration of Caribbean culture. Drops like this, combined with perfect cultural timing, reinforce Arsenal’s “culture club” identity and bring in new sets of fans. Since then, the club has continued with other Jamaica-inspired releases, strengthening that connection.

But Arsenal don’t just stop at fashion; they also attach their brand to young and upcoming musical acts, showing a commitment to nurturing creative talent. While it would be easy to bring in established global stars, the club’s willingness to support emerging artists pushes their cultural relevance even further. When Arsenal re-released their famous ‘bruised banana’ kit, they paired it with a track by then-rising artist Bakar. His song Hell N Back has since exploded, amassing over 600 million streams on Spotify, earning a remix with Summer Walker, and landing him a feature on a Justin Bieber album. Another example is AntsLive, whose track Number 1 Candidate - tied to Arsenal’s content, has racked up over 11 million streams

These are just two examples of Arsenal having their finger firmly on the cultural pulse - not following trends, but helping to shape them.

Empowering the Game: How Arsenal Support Women’s Football”

Arsenal were the first club in English football to invest seriously in the women’s game, helping to make football more accessible for all. That early commitment laid the foundations on which women’s football has been built.

In the early and mid-2000s, women’s football lacked diversity due to limited investment - meaning only those with financial resources could succeed. As a result, the game was largely dominated by white players. Arsenal, however, became a pioneering club that brought women of colour into the spotlight, turning them into icons and making Arsenal Women the most successful team in English women’s football.

The likes of Rachel Yankey, Alex Scott, Danielle Carter and Lianne Sanderson are just some of the players of colour who helped shape and pioneer the women’s game, allowing young girls at the time to feel seen and represented in what was then an overwhelmingly white sport

From Club Heroes to Cultural Icons

As mentioned earlier, Arsenal became a place where black players and players of colour could feel protected and safe. The club went on to become the birthplace of many footballing cultural icons and some of the game’s most admired pundits.

Traditionally, ex-players who became pundits often came across as unlikeable to wider audiences - names like Gary Neville, Jamie Carragher, and a large portion of Manchester United’s legends have, at times, pushed narratives that were overtly racist or carried racial undertones towards players of colour. In contrast, it has often been Arsenal legends such as Ian Wright, Thierry Henry, and Sol Campbell who have pushed back against these narratives, challenging their white counterparts and providing a voice of balance.

This stance has made Arsenal figures deeply respected within black communities and beyond, cementing their status as cultural icons. As I’ve mentioned before, black culture often defines what is seen as “cool” - and figures like Wright and Henry embody that. Ian Wright, for example, is affectionately seen as everyone’s uncle, while Thierry Henry carries the aura of being “your favourite player’s favourite player.”

The same applies in the women’s game, with figures such as Alex Scott and Rachel Yankey continuing that legacy of cultural influence and representation.

Arsenal Football Club continue to lead the way in celebrating culture, and all signs suggest they will carry on doing so, remaining a place where people of all colours, genders and backgrounds can come together for more than just 90 minutes, united by their love for the game. As an Arsenal fan from Cape Town, following the club through TV and social media, I feel seen and represented through their ongoing commitment to multicultural campaigns. It’s this authenticity and inclusivity that make Arsenal more than just a football club they are, and will remain, the true culture club

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The making of a rivalry

In order to understand the importance of a rivalry, we first need to understand how rivalries come into existence. The roots of a rivalry can form in many ways. Some stretch back centuries – the earliest example being the Roman Empire’s chariot races between the Greens and the Blues. Looking at more modern rivalries, we see the Old Firm Derby between Rangers and Celtic in the Scottish Premier League, which began in the 1800s and remains fiercely intense today. Another historic example is The Ashes, contested between England and Australia since the late 19th century, which is still considered the pinnacle of Test cricket. Rivalries can also be much newer, such as the ongoing battles between Carlos Alcaraz and Jannik Sinner in tennis.

The beginnings of a rivalry are often complex. Geography plays a role: teams or individuals may clash simply because they come from the same city or region. For example, Brazil and Argentina, two of football’s greatest powerhouses, share a rivalry not only based on proximity but also on the question of who truly rules South American football. Rivalries can also be rooted in politics. India and Pakistan’s cricket rivalry is steeped in political and historical tensions. Similarly, El Clásico between Real Madrid and Barcelona carries political undertones: Barcelona has long been viewed as a symbol of Catalan resistance, while Real Madrid is often seen as representing the Spanish establishment.

Class differences can also spark division. AC Milan, historically viewed as a working-class club, has long contrasted with Inter Milan, perceived as more middle-class, fuelling tensions between the two. Personal feuds add another layer – whether between athletes, teams, or even fanbases. At present, Alcaraz and Sinner dominate tennis conversations, but before them it was Djokovic, Nadal, and Federer who defined a golden era. In Formula 1, Lewis Hamilton’s battles with Max Verstappen briefly lit up the sport with intense rivalry.

These are just a few examples of how rivalries begin. They are often the most intense and most-watched encounters, the clashes that keep sport alive – drawing in not only passionate fans on both sides but also neutrals who can’t resist the spectacle.

Why Rivalry Matters

Every major league we know today is built on some form of rivalry. Whether it’s the Premier League and its ‘Big Six’, the NFL and its divisional battles, the NBA’s legendary Lakers vs Celtics clashes, or tennis’s golden era of Nadal, Djokovic, and Federer. Even closer to home, Africa boasts massive rivalries such as Kaizer Chiefs vs Orlando Pirates in football and the Blue Bulls vs Stormers in rugby.

A big part of what makes rivalries so compelling is the way fans interact with one another, especially on social media. From fan edits and commentary to the way traditional media covers the drama, the combination creates an intensity that makes these rivalries must-watch events. Take the NBA, for example. The league once faced a decline – described by many as stale, boring, and suffering from falling revenues. Then came Magic Johnson and Larry Bird, two iconic athletes playing for two of the league’s biggest franchises. Their rivalry transformed basketball, as they faced each other in three NBA Finals, with Johnson’s Lakers winning two of them. Johnson went on to claim five NBA championships in total, and their rivalry is widely credited with building the NBA into the global powerhouse it is today.

The Premier League tells a similar story. Its growth and global popularity were built on the historic rivalries between Manchester United, Liverpool, and Arsenal. Later, the rise of Chelsea, Tottenham, and Manchester City added even more intensity and competition, fuelling the league’s ongoing success. Compare this with France’s Ligue 1: while rivalries exist, Paris Saint-Germain’s dominance has left the league with little real competition, contributing to declining viewership and revenue. Fans crave competitiveness – and without it, leagues can struggle.

This leads to one of the most fascinating aspects of sport: hate-watching. For those unfamiliar, hate-watching is when you watch your rival team play purely in the hope that they lose. It’s a phenomenon that drives massive viewership. In the NFL, for instance, you don’t need to support the Dallas Cowboys to tune in – many watch simply to see them beaten. Hate-watching plays a major role in sustaining a league’s audience and revenue. When we look at sports in decline, it’s often because they lack strong rivalries that keep fans engaged.

Formula 1 is a good example. A few years ago, the sport enjoyed a surge in popularity, thanks in part to Netflix’s Drive to Survive and the gripping rivalry between Lewis Hamilton and Max Verstappen. Race after race, fans tuned in for the drama. But in recent seasons, Verstappen’s dominance has reduced the sense of competition, leading to a noticeable dip in viewership. Without compelling rivalries, even the most glamorous sports can quickly lose their spark.

Authentic vs Manufactured Rivalry

Sports leagues, media, and governing bodies are well aware of how much rivalries contribute to the growth of their sport, which is why they often try to pit athletes against one another. We saw a brief attempt at this in football a few years ago with Haaland and Mbappé. At the time, football was coming off the back of the Messi vs Ronaldo era, and many recognised the need for a new rivalry to keep the spark alive. Haaland vs Mbappé was framed as the successor, but it never truly landed. Playing in different leagues, with different stakes – Haaland then at Dortmund and Mbappé at PSG – the rivalry fizzled out quickly. At present, football lacks a true player-vs-player rivalry, with the focus instead on team rivalries at a continental level, such as Manchester City vs Real Madrid.

Across the pond in the USA, however, we see a far more authentic example in Angel Reese vs Caitlin Clark. To be clear, I’m not suggesting they dislike each other – the rivalry stems more from their fanbases clashing online. Yet when Reese famously taunted Clark with the “ring” gesture during the NCAA championship, it shifted the trajectory of women’s basketball. Their rivalry has become to the WNBA what Magic Johnson vs Larry Bird once were to the NBA. As a result, viewership has surged – not only for the WNBA but also for women’s college basketball.

As I mentioned in an earlier article, it’s ultimately the fans who shape the narratives, and rivalries are no exception. They are driven as much by audience passion and storytelling as they are by what happens on the court or pitch.

In conclusion, rivalries are the lifeblood of the sporting industry – they are what keep us engaged. Rivalries that begin today can last a lifetime, while those of previous generations have shaped the sports we love today. So, the next time you explore a new sport, try searching for the history of its greatest rivalries. Who knows – you might discover something new and fascinating along the way.

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Over the past few years, though, there has been a noticeable shift. Athletes are now playing a much larger and more influential role in fashion culture, seemingly replacing rappers as the tastemakers of what’s cool and trendy. From clubs creating stylish kits to players expressing themselves more boldly through fashion, the influence of sport on style has grown dramatically. But why is this happening, and where did it all start?

Blokecore: From the Pitch to the Streets

“Blokecore” has always existed, even if the term itself only emerged recently - and it certainly wasn’t considered cool or trendy until the past few years.

So, what exactly is blokecore? At its core, it’s a fashion trend that blends British football (soccer) culture and traditional fan attire with modern streetwear, with the football jersey at the centre. But the style has since moved beyond just British football shirts; today, any football jersey can be part of blokecore.

It wasn’t until 2022 that blokecore truly became a trend, changing the way the football industry approaches kit design and releases. Football clubs are no longer creating jerseys purely for the pitch or the pub - they’re designing them with everyday wear in mind, from casual outings to even nights out. (Not that football shirts were never worn on nights out before blokecore - but now it’s part of the fashion conversation.)

If you look at recent kit launches, the influence is obvious. The imagery, styling and videos used to promote new shirts are heavily shaped by blokecore aesthetics. Brands like Adidas and Kappa are at the forefront of this shift, with kit designs this year reflecting that crossover between sport and streetwear. Arsenal even took it a step further by unveiling their starting XI against Manchester with blokecore-inspired visuals, breaking away from the usual polished player portraits. (That’s the kind of “woke” football needs more of.) KidSuper and Puma have also entered the blokecore space, collaborating on some fun and exciting designs for the recent FIFA Club World Cup. But they’ve taken things a step further with their “The Gaffer” collection - a range inspired by classic coaching style, from formal touchline attire to the timeless tracksuit. It’s not something we’ve really seen before, and it shows how far blokecore can stretch beyond just kits.

High-fashion houses that you’d never usually associate with football have also jumped on the blokecore wave - from Balenciaga to Stella McCartney, both experimenting with football-inspired pieces.

At the same time, the trend has revived nostalgia, breathing new life into classic kits from the ’90s and 2000s. Big brands like Nike and Adidas have embraced this, weaving retro influences into their current designs. Take Liverpool’s home kit, for example - it draws inspiration from their 2006/07 strip, blending heritage with contemporary style.

Beyond the Kit: Football Footwear Finds Its Stride

Fashion culture hasn’t just embraced football jerseys - it’s also fully embraced football footwear. From the adidas Samba to the Gazelle, both have had huge fashion moments in recent years, thanks in large part to TikTok, with new colourways being released constantly.

Take the Samba, for example. Adidas has rolled out numerous collaborations around the silhouette, with Pharrell, Jonah Hill, Wales Bonner and JJJJound all putting their spin on the classic - just a few from a long list that has firmly cemented football culture at the forefront of fashion. Even Nike has tapped into the movement, teaming up with Corteiz - arguably the hottest streetwear brand right now - to revive their iconic 2004 Total 90 boot.

The so-called “Football Boots Summer” of 2025, though initially a joke, became a genuine trend, reaching the point where Louis Vuitton released a football boot designed to be worn as everyday footwear.

Of course, basketball has long been the sport with the strongest crossover into fashion footwear - from Converse to the Jordan brand, both of which are household names. But it feels like basketball sneakers are making a fresh comeback, with the release of Anthony Edwards’ AE 1 and 2, Shai Gilgeous-Alexander’s Shai 001, and the latest Ja Morant kicks all making waves in the sneaker scene.

Why Athletes, Not Rappers, Now Set the Trends

To put it simply, the streaming era has completely changed the way we consume music - not only how often we listen, but also how many artists we have access to. Before streaming, we consumed music through channels like MTV or Trace. They dictated who was hot and who we should be listening to, so our pool of artists was relatively small. Now, in the streaming era, we have a much larger pool of talent at our fingertips, which means an artist can rise to fame incredibly quickly. We can replay the same song back-to-back for as long as we like, rather than only catching it once an hour on TV.

But this also explains why artists can “fall off” just as quickly - there’s always a new act one click away, and audiences get tired of music faster. Major brands, understandably, are more cautious about investing in an artist who might not be relevant six months down the line.

Football, however, works differently. Clubs have loyal fanbases who will always support the team - whether that’s by attending matches, watching on TV, or buying the latest kit. Players are also on our screens at least once a week, often twice, over an eight-month season. Footballers themselves have embraced the cultural shift from rappers to athletes as the new tastemakers, posting regular photo dumps and showcasing their fashion style.

The first footballer to really embrace fashion boldly and unapologetically was Héctor Bellerín. He explored his style on and off the pitch - from walking runways to designing clothes - and took much of the criticism that came with footballers having “outside interests”, paving the way for today’s generation to express themselves freely. That freedom has led to major brand deals: Kylian Mbappé is an ambassador for Oakley, Jude Bellingham represents Louis Vuitton, and Moise Kean - by no means a global superstar - recently became the face of Guess Jeans simply by expressing himself authentically.

Luxury brands have followed suit. Burberry regularly features Premier League players at their fashion shows, while footballers are increasingly spotted at high-profile events in statement outfits. Even music artists are now using footballer culture in their marketing - Barcelona, for example, have released limited-edition jerseys featuring logos of stars like Drake, Travis Scott, Coldplay, Rosalía and more.

In conclusion, sport - not just football - has taken the lead in the fashion space and will only continue to grow year after year. Athletes are no longer just ambassadors for brands; with current trends, it wouldn’t be surprising to see them stepping into roles as creative directors for major fashion houses. Football culture is fashion culture, and unless the game suddenly disappears, I don’t see that changing any time soon.

From Gatekeepers to Gamebreakers

TikTok, Instagram, and yes, even Twitter (I still refuse to call it “X”), have turned into arenas where fans and players shape the narrative in real time. Gone are the days of waiting for highlights on ESPN or SABC Sport. Now, you can catch a fancam, fan edit, or player-led stream seconds after the action.

And this isn’t just about content - it’s about power. In 2021, University of Oregon athletes posted TikToks exposing the NCAA’s (National Collegiate Athletic Association) embarrassing inequality between men’s and women’s tournament facilities. Within hours, the clips went viral. Millions watched online before traditional outlets even picked up the story. The pressure forced the NCAA to act. That’s the leverage of athlete-led content.

Today, women athletes are not just playing the game, they’re calling out the rules, speaking directly to fans about the pay gap, unfair treatment, or their lived experiences. With every post, they’re shaping the future of sport itself.

Athletes as Brands, Humans as Stars

If men’s sport sometimes feels robotic and overly polished, women’s sport has gone the other way - more real, more human, more relatable. That’s why fans are tapping in.

USA rugby player Ilona Maher is a perfect case study. Her TikToks are chaotic, funny, educational, and brutally honest. She’s probably pulled in more fans to rugby than World Rugby marketing ever managed, boasting over eight million followers. Fans don’t just see her as an athlete - they see her as someone they can relate to. That’s branding in 2025.

And it doesn’t stop at TikTok. Podcasts have become the new locker room. WNBA stars Angel Reese and Cameron Brink host shows where viral clips circulate weekly, boosting the league’s reach. Megan Rapinoe and Candace Parker lead conversations that bring past and present legends together, creating what feels like a sporting multiverse.

Twitch streams? On the rise. During the WNBA All-Star break, Courtney Williams and Natisha Hiedeman, better known as the ‘Stud Budz’ - went live for 72 hours straight, giving fans behind-the-scenes content they’d never get from ESPN. Unfiltered, funny, real.

In short: women athletes aren’t waiting for someone else to market them. They’re marketing themselves - and thriving at it.

Records Don’t Lie

The ripple effect is clear: social media hype combined with authentic athlete content leads to packed stadiums and soaring viewership.

• Football: Arsenal Women’s Football Club announced that all 11 of their WSL (Women’s Super League) home games will now be staged at the Emirates Stadium, which has a capacity of over 60,000. That’s not just growth - that’s a statement

• Basketball: The WNBA’s 2024 season was its most attended in over two decades, drawing 2.3 million fans - a 45% increase from 2023. The current season is on pace to reach 2.8 million.

• Rugby: The Women’s Rugby World Cup final in England sold out Twickenham (82,000 seats) before the tournament even kicked off.

And behind these numbers are athletes constantly feeding fans content, from Black Ferns TikToks to Ffion Morgan’s day-in-the-life videos at West Ham United. The buzz isn’t accidental. It’s curated, posted, shared, and amplified in real time.

The Future Is Streaming

The formula is working: more posts, more interaction, more personality - and more fans. That’s how you go from empty stands to sold-out stadiums.

Social media has given women’s sport the rocket fuel it needed - and the players themselves are steering the ship. The future of women’s sport: bigger crowds, bigger contracts, and greater respect. The traditional media had their time. Now, the timeline and your “for you page” is the main stage.

Before the Breakthrough

To better understand why he might become the NFL’s first global superstar, we need to look at the journey of the 23-year-old. Shedeur Sanders isn’t the first in his family to make it to the NFL - he is the son of arguably one of the most box-office, electrifying players on and off the field: Deion Sanders. There’s a reason they nicknamed Deion ‘Primetime’ - because that’s exactly what he was: must-watch TV. From the way he played the game, the swagger, the interviews, and the personality, Deion Sanders was, by every definition of the word, ‘Prime Time’. Remember the aura farming article? Yeah - Deion fit the bill, becoming a true cultural icon.

It looks as though Deion has passed down many of the traits that made him great to his son, Shedeur Sanders. Deion Sanders would later go on to become a high school football coach, and eventually a college football coach. All along that coaching journey, he was coaching Shedeur. But it wasn’t until college that they started making serious noise. Deion Sanders became the head coach of the University of Colorado and brought Shedeur with him (shoutout to Black nepotism). Together with Travis Hunter, they transformed the Colorado football programme - making it relevant and drawing celebrities like Dwayne Johnson, Lil Wayne, Wu-Tang Clan, and many more to the games.

Keep in mind, the season before Deion Sanders took over, Colorado had won just one of their 12 games. In their first season under him, they were definitely better - though not exactly a winning team - finishing with four wins from 12. But that’s beside the point. The real impact was the noise they generated: from celebrities attending, to the social media buzz, the confidence in interviews, and even Shedeur Sanders releasing a rap song called Perfect Time. Traditional media and the so-called ‘football establishment’, however, weren’t fans of Deion and Shedeur - criticising them to an extreme, and at times, very strange degree.

And I hate to make everything about race (though I’m pretty good at it), but let’s be real: they would not have received that level of criticism if they weren’t Black. That unjust media backlash only made them more beloved by fans - especially within the Black community and among its allies.

The following season, they got much better, winning nine of their 12 regular-season games. That success paved the way for Shedeur Sanders to declare for this year’s NFL Draft.

Draft Day Drama

Shedeur was by no means a bum in college - if anything, he was outstanding. He won the Johnny Unitas Golden Arm Award, given to the best quarterback in college, and was named the Big 12 Offensive Player of the Year, just to name a few accolades he received. In a year where the quarterback class was considered weaker than usual, Shedeur was widely projected as a top-five pick. However, this is where the NFL establishment and media began their familiar routine: discrediting a Black quarterback while uplifting a mediocre white quarterback nobody had spoken about all season.

We’ve seen it before. They discredited Justin Fields and Dwayne Haskins, yet propped up Daniel Jones and Zach Wilson. I urge you to take a look at how that panned out. This year, it was Shedeur’s turn. Suddenly, the smallest flaws were magnified into major concerns. Sports media, in general, has always had an issue with a Black athlete who carries himself with confidence - but that’s an entirely different article.

The NFL Draft process, and the media’s campaign to discredit Shedeur Sanders as a top pick, only brought him more fans. Initially projected as a top-five pick in mock drafts, he was suddenly being discussed as a late first-rounder. Then draft night arrived. The first round passed – Shedeur Sanders wasn’t picked. Shockwaves. The second round came and went - still no Shedeur. By then, it was becoming clear that his slide wasn’t really about talent but something deeper and orchestrated. The third round passed with no selection, and with every pick, his fanbase only grew larger. Fourth round: no Shedeur. Finally, in the fifth round, he was reluctantly picked by the Cleveland Browns.

This year’s NFL Draft was the second most-watched in history - it was largely because people wanted to see where Shedeur Sanders would land. Across the three-day event, the draft averaged 7.5 million viewers. His fall dominated Twitter and TikTok, with fellow professional athletes speaking out and making the story even bigger. When he was finally drafted, two Cleveland Guardians baseball players immediately performed his signature “Watch flex” celebration in their very next game.

Shedeur Sanders also has the highest-selling rookie jersey of his draft class - a clear sign that, despite the NFL establishment and media’s attempts to embarrass him, he has the people’s support.

Inside Training Camp

Entering training camp, Shedeur Sanders found himself in a unique situation - playing for a team with three other quarterbacks. Yet, in every interview he handled himself with grace and confidence, as any player should. He showed that the way the media had painted him was false, and that he was ready to fight for the Cleveland Browns’ starting job.

In rookie minicamp, he impressed - outshining the other rookie quarterback the Browns had drafted, Dillon Gabriel. Then came training camp, when the veterans got involved. It was later revealed that Shedeur Sanders was listed fourth on the quarterback depth chart, behind NFL veteran Joe Flacco, Kenny Pickett - on his third team in three seasons - and Dillon Gabriel, two of the three quarterbacks Shedeur is clearly better than. This news only strengthened the Shedeur Sanders fandom.

Despite being fourth on the depth chart, meaning he wasn’t receiving ample reps in practice, he was surprisingly announced as the starter for their first preseason game. Many saw it as a set-up for failure: if he wasn’t ready and played badly, it would give naysayers an easy excuse to say, ‘Look, he’s not good enough.’ But that wasn’t the case. Shedeur balled out, throwing two touchdowns.

For his fanbase, it felt like vindication - proof of what they had been saying since college: that he is good enough to lead a team as quarterback. His first NFL preseason game drew 2.2 million viewers, making it the most-watched preseason game in over a decade. This is what you call a superstar.

Past Greats, Present Stars

The closest thing the NFL has had to a global superstar in recent years was Odell Beckham Jr. Odell had everything required to be a superstar – the swag, the attitude, and the talent. From pulling off one of the greatest catches in NFL history, to being name-dropped in Drake songs, and playing in New York City, the sports media capital of the world – it felt as though the NFL was on the cusp of producing a global icon.

Tom Brady, on the other hand, is widely recognised as the greatest NFL player of all time. He could well have been a global superstar if he and his New England Patriots team had played in today’s social media era, where highlight edits, memes, and fan commentary are instantly accessible – all alongside the NFL’s active pursuit of a bigger global audience. Personally, I’d categorise Tom Brady more as a sporting superstar – someone well known to other athletes across the sporting world, rather than to the average person on the street worldwide. To use a crude example: if you dropped Tom Brady into Cape Town, he could probably walk around the city without security or an escort. To me, that’s not what defines a global superstar.

And that’s where Shedeur Sanders enters the picture. What he has that Odell lacked is playing quarterback, and what Brady never had is the advantage of today’s social media era. Odell was a wide receiver – an exciting and glamorous role, no doubt – but quarterback is arguably the most important position in all of sport, and certainly one of the most talked about. Personally, I was hoping Shedeur would be drafted by the Giants, because Shedeur Sanders in New York City would have been like a movie. If he had shown even a solid level of competence, with the backing of the New York media, he’d probably be having dinner with Jay-Z and Beyoncé every week.

When we look at the current stars in the league, there are plenty who could be the NFL’s global superstar. You’ve got Joe Burrow, the Cincinnati Bengals quarterback, who the NFL desperately wants to push as the face of the league. He has everything they like: he’s white, handsome, confident, and extremely talented. The problem? He plays for a struggling team, and the NFL’s media machine can only do so much if you’re not competing in the playoffs.

Then there’s Buffalo Bills quarterback Josh Allen, who plays an electrifying brand of football. He can throw, he can run, and he plays for a strong team. Add in the fact that he’s married to Hailee Steinfeld, and it’s clear the NFL sees him as a potential global face of the game, especially given Burrow’s team struggles. He has the talent, no doubt, but he lacks the relatability and level of coolness that Shedeur Sanders naturally brings.

Patrick Mahomes is another good shout. He’s one of the most gifted players the league has ever seen, with three Super Bowl wins and two MVPs. But he doesn’t quite have the non-footballing qualities needed - the swag, the relatability, the attitude - to reach a truly global audience.

Then you’ve got Ravens quarterback Lamar Jackson, who, like Shedeur, was written off by the media despite winning the Heisman - the award given to the best college football player. He’s now a two-time NFL MVP, despite being told when he entered the league that he should switch positions. Today, he’s one of the best quarterbacks to ever play the game.

But when I think of a global superstar, I think of someone who can step into another country and shut it down. That’s exactly what I believe Shedeur Sanders can do. Because of the trials and tribulations he’s faced on his way to the league, combined with the fact that he plays quarterback – one of the most high-profile position in sport, and with his swag, confidence, signature celebration, talent, and a mass following even before entering the league, Shedeur Sanders has everything it takes to become the NFL’s first true global superstar.

The Superstar Gap in the NFL

One of the main reasons I think the NFL has struggled to create a global icon, or to grow internationally, is because of the product itself. The game is packed with commercials, including dedicated timeouts where play is stopped purely so the network can run adverts. There’s no reason why a sport with four 15-minute quarters should take three hours to complete. As someone who enjoys the game, I don’t mind, but I can completely understand why a first-time viewer might lose interest. The stop–start nature of the sport doesn’t help either, though there is definitely a global market for it to expand into.

Another reason the NFL struggles to grow is because it doesn’t allow players to fully express themselves. For example, players aren’t allowed to taunt opponents, there are strict dress codes, and certain celebrations are banned. It’s not called the ‘No Fun League’ for nothing.

People love an underdog story - and Shedeur Sanders embodies exactly that. Despite lacking the full backing of the media and the NFL establishment, he has something far more powerful: the people. And in sport, it’s the people who ultimately decide who becomes a star. From having the best-selling jersey in his rookie class to drawing the most-watched preseason game in over a decade, Shedeur has already captured the public’s imagination at an early stage in his career. To truly reach a global audience, though, he must prove himself where it matters most: on the professional stage.

Shedeur Sanders has everything it takes to become the NFL’s first true global superstar - but the road ahead won’t be easy. Preseason hype is one thing; the regular season and playoffs is where legends are made.

The Cleveland Browns are sitting on a gold mine in Shedeur Sanders. His debut preseason performance has already sparked demands from fans to see him when it counts. And if the Browns hold him back, his supporters will only grow louder, his following larger, and the pressure to unleash him unstoppable.

Growing up, if you weren’t wearing Nike football boots to training, you were seen as uncool. There was a clear line between the cool kids in Nike and those who weren’t. I remember begging my mom for the Nike Hypervenom - arguably the best football boot of all time - and if you ask basketball fans about the greatest shoe, Kobe’s name always comes up. As the streetwear brand Corteiz puts it: Nike Rules the World. But those days now seem long gone.

The Changing Times.

In the last few years, we’ve seen a kind of revolution in the sporting world, where brands like Adidas, New Balance, and even Converse have disrupted the industry. They’ve done this not only by releasing some of the best football boots, basketball shoes, and other gear, but also by signing some of the biggest athletes in the world.

Take football, for example - the most popular sport in the world. Arguably the most talked-about footballer right now is Lamine Yamal. The most popular African footballer is Mo Salah. The most popular South American player? Still Leo Messi. None of these athletes are signed to Nike - they’re all Adidas athletes.

If we look at US leagues like the NBA, the most exciting young player, Anthony Edwards, is with Adidas. The current league and Finals MVP, Shai Gilgeous-Alexander, is a Converse athlete. The number one pick in the latest NBA draft, Cooper Flagg, is with New Balance, and the most followed athlete on Instagram in the WNBA - a league on the rise - Angel Reese, is with Reebok.

It seems Nike, who once had their finger firmly on the pulse, are now falling behind. These athletes aren’t just great at their craft - they have massive cultural influence, a relatable quality that makes every young kid want to be like them, and the ability to reach millions of others.

When you look at the English Premier League, the most popular sports league in the world, Nike - who once seemed to have their fingers deeply embedded in it - no longer do. Take Arsenal (the team I support - up the Gunners!), Manchester United, and Liverpool, three of the most popular teams in the league: none of them are sponsored by Nike but rather by Adidas, with Liverpool switching allegiance from Nike to Adidas this season. Even the Premier League ball, which for most of my life was synonymous with Nike, is now made by Puma.

The Power of Storytelling in Branding

Nike’s entire messaging has always been about being the best - number one - which might now feel a bit played out. When you look at brands such as Adidas, Converse, and New Balance, they seem far more intentional and relatable with their messaging.

The rollout and marketing campaign behind Anthony Edwards’ first signature shoe with Adidas was nothing short of a masterclass. Knowing Edwards is an electrifying athlete, Adidas came correct with their Law & Order-inspired advert featuring Ice-T himself. Every time Anthony Edwards “caught a body” - aka dunked on someone - Adidas released an advert that same night. With people already talking about the dunk alongside the Adidas ad, the reach was massive.

Then there’s Shai Gilgeous-Alexander, who got his signature shoe this year. Converse came ready, dropping different colourways with meaning behind each one: one for his child, another inspired by his wife’s eyes, another for his brother. The crowning moment came when he won the NBA championship, sporting a gold colourway draped over his shoulders and front and centre in every photo. In years to come, when we look back at images from this season’s NBA Playoffs, his Converse Shai 001 will be right there in the spotlight.

What New Balance are doing with Bukayo Saka and Eberechi Eze in the football space is just as impressive. They’re tapping into what truly drives coolness: “the culture” - aka Black culture. Through fun, well-thought-out activations, they’re positioning themselves as London’s culture brand, even edging close to taking that crown from Nike. In fact, they’re a Corteiz collaboration away from greatness.

All of these campaigns are done with intention and careful planning. With Nike, however, it often feels like they just attach Travis Scott to a footballer and call it a day. That said, I have to give them credit for their advert for WNBA star, A’ja Wilson’s new shoe - it was amazing. They told a powerful, relatable story for young Black girls. But after that? It feels like the rollout just became a matter of releasing new colourways without any meaningful backing. It’s almost like after the initial ad they handed A’ja a “here, damn” rollout.

Social, political, and economic factors playing a role

We are living in a time when everything is expensive, and the money we could stretch a few years ago just doesn’t go as far anymore - and that definitely plays a role. People are more inclined to choose cheaper options over the pricier Nike products. This is why, in the running market, brands like On have managed to capture a large share that once belonged to Nike, alongside other newcomers entering the space.

This trend also crosses over into other sports. Nike’s long-standing messaging of being “the best” and “number one” doesn’t always resonate in today’s financial, political, and social climate. Many people don’t feel like they are “the best” right now, so they relate more to brands with “up-and-coming” messaging - those that feel more inclusive and aspirational in a different way.

The Road Ahead for Nike

Although I still believe Nike is number one in the sports world, I do think their grip on the industry is not what it once was, and I don’t think they will ever fully reclaim it. Brands today are more equipped to compete with Nike, and we see this clearly in football and running.

Nike still has a very strong hold on the American sports industry, being an American brand - and Americans are very patriotic. They remain the main shirt sponsor in the NBA, NFL, and college sports. However, I’m not sure for how much longer, as brands like New Balance, also an American company, are slowly taking over.

The popular saying “checks over stripes” might not ring true in the near future if Nike doesn’t get their act together.

The phenomenon of aura farming has existed in our society for quite some time. However, in recent years - thanks to the social media app TikTok and Gen Z - we finally have a term for it.

Before we can understand what “aura farming” is, we need to break down what “aura” means in the current Gen Z context. Aura can be described as the perceived coolness someone gives off - a sense of confidence and effortlessness. The key here is that it appears natural.

Aura farming, on the other hand, is a premeditated or intentional effort to appear cool and confident. Well, at least that’s how I see it.

Now that we’ve cleared that up, let’s get to the real reason you’re here - why is aura farming important for sporting legacy?

What is aura farming in sports?

All athletes - and even coaches - try their best to come across as cool and confident, or at least most of them do. This can be a means of striking fear into their opponents, hyping themselves up, or appealing to the fans.

Aura farming in sport has nothing to do with talent. Rather, it’s all about the non sporting elements: pre-game rituals, celebrations, interviews, social media presence, post-game pictures and captions - all of it. There are plenty of “non-talented” players who have a ton of aura.

The importance of aura farming in sports

American sports journalist Colin Cowherd summed up the importance of aura farming in sport perfectly when criticising Jayson Tatum. He asked his viewers to close their eyes and envision Magic Johnson - you see the smile. Envision LeBron James - you picture him clapping his hands and throwing chalk into the air. That right there is why aura farming is important to legacy.

In 20 or 30 years’ time, when we talk about LeBron James, we’re going to mention the chalk toss. And for all my football fans, remember Mario Balotelli, the Italian striker? Close your eyes and picture him - what do you see? Personally, I see the “Why Always Me?” T-shirt he revealed after scoring. That image will be remembered for decades.

Mario Balotelli only had a handful of good years under his belt, but based on how people talk about him, you’d think he was an all-time great. Aura farming in sport can boost your legacy massively - when done correctly.

When I think of sport’s ultimate aura farmer, I think of Portuguese manager and football icon José Mourinho (maybe I’m biased because football is the sport I follow most). From the moment he arrived in the English Premier League, he put every team on notice by calling himself “The Special One” in his very first interview as Chelsea manager in 2004.

Normally, young managers are expected to be humble - but not José. Now, that could just be natural confidence, but with the cameras rolling, I’ve got to mark it down as aura farming.

A simple Google search of “José Mourinho iconic quotes/moments” will show you why I think he might be sport’s biggest aura farmer. But here’s the thing - there’s absolutely nothing wrong with aura farming when you can back it up. And José clearly backs his chat better than most.

Some people will look you in the eye and say José Mourinho is better than probably the greatest football manager - and my arch-nemesis - Pep Guardiola. And that’s simply because Mourinho has a bigger chokehold on the “culture” due to his press conferences and football antics, which makes him more relatable.

Modern-Day Masters of Aura Farming

One of sport’s biggest aura farmers is New Zealand fly-half Damian McKenzie. If you’re a rugby fan, you’ll know exactly why - and if you’re not, I urge you to watch his kicking run-up.

A kicker’s routine in rugby is almost like a ritual - it’s deeply personal, and any distraction can throw them off. But Damian McKenzie does something unique and fascinating, which actually inspired me to write this piece.

With the entire stadium silent, his face on the big screen, and millions watching at home, just before he starts his run-up, he flashes a cheeky smile. In my opinion, that’s aura farming at its absolute finest. Honestly, sometimes when he does it, I catch myself smiling back.

When we talk about him in the future, we’ll 1000% mention that smile before he kicks. Something so small can have such a lasting impact on your legacy.

Other aura farmers I really enjoy include Arsenal and England forward Chloe Kelly. She’s perfected it - from her social media posts to interviews and iconic celebrations. I could argue there’s no better aura farmer in football right now.

Then there’s Anthony Edwards, with his cockiness - or confidence, depending on how you view it. Ja Morant too, with the griddy, the gun celebration, and more recently, the grenade celebration. These things make him a cultural icon, with kids and fellow athletes recreating his moves.

If there’s one position in sport that, collectively, aura farms the best, it’s NFL wide receivers. From the unnecessary jewellery they wear, to the confidence and attitude they carry, to their first down and touchdown celebrations - they’ve got it all.

Justin Jefferson, CeeDee Lamb, George Pickens and Ja’Marr Chase, to name a few, are some of my favourites.

In conclusion, if you want to be remembered in the future as better than you actually are right now, aura farming is key. That’s because, in the end, it won’t be journalists who decide how athletes are remembered - it’ll be the fans they left a lasting impact on.

So, as the opinionated casual, I urge you: close your eyes and picture your favourite athlete - what do you see?