{"id":12617,"date":"2026-06-08T14:42:52","date_gmt":"2026-06-08T18:42:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/06\/08\/designing-the-future-of-football-building-brands-that-fans-believe-in\/"},"modified":"2026-06-08T15:09:08","modified_gmt":"2026-06-08T19:09:08","slug":"designing-the-future-of-football-building-brands-that-fans-believe-in","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/designing-the-future-of-football-building-brands-that-fans-believe-in\/12617\/","title":{"rendered":"Designing the Future of Football: Building Brands That Fans Believe In"},"content":{"rendered":"\n

As the 2026 FIFA World Cup arrives in North America, soccer is entering a new era of cultural relevance across the United States, Canada, and Mexico. But what separates the clubs, brands, and sponsors that become part of the culture from those that simply buy visibility?<\/p>\n\n\n\n\n\r\n\n

On this episode of Agency Alchemy, we sit down with Malcolm Buick, Chief Creative Officer at Athletics, the brand innovation studio working at the intersection of sport, culture, and design. From shaping identities for clubs like the Seattle Sounders FC and Nashville SC to helping global brands understand the power of local communities, Malcolm shares what it takes to build sports brands that resonate far beyond match day.<\/p>\n\n\n\n\n\r\n\n

The conversation explores the cultural rise of soccer in North America, the role of authenticity in modern brand building, how AI can enhance fan experiences without replacing human emotion, and why the most successful sponsors participate in the culture rather than interrupt it. Malcolm also discusses what lasting legacy the 2026 World Cup could leave behind\u2014and why the future of the sport depends as much on local communities as it does on global tournaments.<\/p>\n\n\n\n\n\r\n\r\n

5 Key Takeaways<\/strong><\/h3>\r\n\n

1. Local identity is the engine behind soccer\u2019s growth in North America.<\/strong><\/p>\n\n\n\n\n\n

The sport\u2019s momentum isn\u2019t being driven solely by global stars, major tournaments, or celebrity owners. It\u2019s growing because clubs are increasingly reflecting the culture, values, and personalities of the communities they represent, creating a deeper sense of belonging among fans.<\/p>\n\n\n\n\n\r\n\n

2. The strongest sports brands are built on emotion, not aesthetics.<\/strong><\/p>\n\n\n\n\n\n

Great design is more than logos, colors, and visual systems. The most enduring club brands create emotional connections, turning teams into cultural symbols that live beyond the pitch through fashion, entertainment, community, and everyday life.<\/p>\n\n\n\n\n\r\n\n

3. Authentic participation beats sponsorship visibility.<\/strong><\/p>\n\n\n\n\n\n

Fans can quickly distinguish between brands that are genuinely contributing to the sport and those simply seeking exposure. The most effective partnerships add value through access, utility, storytelling, or community investment rather than relying on logos and advertising alone.<\/p>\n\n\n\n\n\r\n\n

4. AI should enhance the fan experience, not replace the human experience.<\/strong><\/p>\n\n\n\n\n\n

While AI can improve personalization, ticketing, content discovery, and matchday experiences, its greatest value will come from making the tournament work better for fans behind the scenes. The emotion, passion, and community that define sport must remain at the center.<\/p>\n\n\n\n\n\r\n\n

5. The World Cup\u2019s true legacy will be what happens after the final match.<\/strong><\/p>\n\n\n\n\n\n

The tournament\u2019s long-term success will be measured by stronger local clubs, better infrastructure, expanded pathways from youth to professional soccer, and continued investment in both the men\u2019s and women\u2019s games. The goal isn\u2019t simply to host the World Cup\u2014it\u2019s to make soccer an even deeper part of North America\u2019s cultural fabric.<\/p>\n\n\n\n\n\r\n\r\n

Chapters<\/strong><\/h3>\r\n\n

00:00<\/b> Introduction<\/p>\n\n\n\n\n\n

00:45<\/b> What Athletics Does<\/p>\n\n\n\n\n\n

01:20<\/b> Why the 2026 World Cup Matters<\/p>\n\n\n\n\n\n

03:10<\/b> Soccer\u2019s Growth in North America<\/p>\n\n\n\n\n\n

06:20<\/b> What Brands Can Learn from Local Clubs<\/p>\n\n\n\n\n\n

09:10<\/b> Building Powerful Soccer Brands<\/p>\n\n\n\n\n\n

12:10<\/b> AI and the Future of the World Cup<\/p>\n\n\n\n\n\n

15:45<\/b> How Brands Should Activate Around Soccer<\/p>\n\n\n\n\n\n

18:10<\/b> Creating a Lasting World Cup Legacy<\/p>\n\n\n\n\n\n

21:05<\/b> Predictions & Final Thoughts<\/p>\n\n\n\n\n\n

22:15<\/b> Where to Learn More<\/p>\n\n\n\n\n\r\n\r\n

Listen to all episodes on your favorite podcast platform:<\/h3>\r\n\n
\n
\n
\"apple<\/a><\/figure>\n\n\n\n
\"spotify<\/a><\/figure>\n\n\n\n
\"youtube<\/a><\/figure>\n<\/div>\n<\/div>\n\r\n\r\n
\r\n\r\n\n