Welcome to issue #001 of Contemporary Football, your inside look at how the game really works behind the scenes.
Monday to Friday, you’ll uncover a new perspective on football business, and sometimes a deeper story that sharpens your thinking and gives you an edge in the beautiful game.
If you need support on your football journey, just write me.
Lessons from my Experience
Working with clubs across Europe, I’ve seen a pattern:
The clubs that last don’t just chase trophies.
They build ecosystems.
Yes, winning matters.
Always will.
But the real game is building a system that wins with or without the trophy.
Case Study: Kings League
85% of viewers under 35 → pure Gen Z traction.
Zero traditional infrastructure.
Fans vote on tactics.
Presidents stream negotiations.
Players explain decisions live.
The result?
Digital engagement rivaling Champions League nights:
1.48m peak viewers, 40m hours watched across Twitch, YouTube, TikTok, Kick.
Gerard Piqué proved a truth:
Fans don’t just want to watch; they want to participate.
The Smart Money Move
Superstars win matches.
Systems win decades.
Questions:
Do we put the next €100m into one superstar?
Or into systems that 10 years later still generate recurring revenue streams?
Examples
Wrexham: documentary → global fanbase.
Como 1907: fashion meets football.
Barcelona: 20M+ subs — fastest-growing sports channel on YouTube.
Real Madrid: €482m in commercial revenue in 2024
Liverpool: £102m matchday revenue in 2023/24 (club record)
The Executive Playbook
Winning builds glory.
Access builds loyalty.
Belonging builds value.
→ You need all three.
The Truth
Trophies create moments.
Communities create movements.
The future isn’t clubs vs. disruptors.
It’s the clubs bold enough to expand what “winning” really means.
Traditional competition = win trophies, get points, lift cups.
Expanded competition = also compete on who can:
build the biggest digital community
monetise content most effectively
create the deepest fan involvement
extend the brand into fashion, tourism, streaming, or gaming
sell shares to fans?
Let's not forget:
Connection > Transaction
Community > Customer
Participation > Consumption
Would you rather build a million true believers… or lift another trophy?
See you tomorrow,
Federico