IT'S NOT JUST A GAME – IT IS CULTURE.

The love for football is everywhere—in every urban football club or across the whole country. Germany has 83 million coaches for our national team. But how can brands enhance and connect our beautiful football culture to their industry?

The football jersey is a feeling of belonging, pride, and memory. No matter where you are, a stranger can easily become your friend by finding out you have a common ground based on what you are wearing over your shoulders. However, it doesn't matter if it's your jersey from a small village football club or the official national team jersey; you feel special every time you wear it. Isn't that crazy?

That's because football is not just a sport; it's a part of our identity. It's a blend of deep-rooted tradition, fierce loyalty, and passion transcending sport. But it's also a powerful force for fostering intercultural interactions, serving as a key source of integration and connection in every city, small or big, both on and off the pitch. It's a peaceful statement of belonging for anyone and a fashion piece without gender. But how can brands tap into this cultural phenomenon and connect it to their brand? How can the gap between football culture and the industry be bridged?

OUR PASSION: THE FOOTBALL CULTURE ACADEMY ⚽️❤️

Bringing in the knowledge and passion of our act.3 member, Malte Schruth is one of the founders of the Football Culture Academy (F.C.A.) in Berlin. As a local Berliner with a background in sociology, he worked many years for adidas and as a coach for youth football teams for more than 15 seasons. He accompanied many talents and spread his energy and expertise, especially in social hotspots. Bridging his passion between local and global community strategies for football, he is not only a perfect addition to our act.3 #ONETEAM for many years but also at the forefront of the industry. Starting F.C.A., it is all about connecting football culture and the industry, Malte says. It unites people through culturally driven, co-created projects and innovative events that provide genuine insights to shape a better future for sport. Moreover, we want to challenge the status quo and continue learning and educating about football culture, as it's such a beautiful, essential part of our culture and society. Therefore, the intent of F.C.A. focuses on addressing the disconnect within the key areas:

➡️ Women's football,

➡️ Fan frustration,

➡️ Ethics in football,

➡️ and improving sustainability.

At F.C.A., we're not outsiders pointing fingers; this initiative is deeply personal to us. As part of this culture, we aim to leverage our insights and influence for the greater good. Germany's growing diaspora is uniting diverse communities in the celebration of football at both national and club levels. F.C.A. is leading the charge in bridging cultural divides, sharing untold stories, and partnering with brands to create meaningful connections.

LEGACY TALKS: WE ARE THE HEART OF FOOTBALL 🗣️🎙️

Everyone is part of our football culture; therefore, we are all experts. This is the reason F.C.A. launched the Legacy Talks. Held at act.3’s café BLOOM, this series is a platform that brings together influencers, thought leaders from Berlin’s vibrant football scene, and the whole football community. It’s all about discussing the dynamic landscape of our favourite game, including, of course, the hottest concrete example: EURO 2024.

"With our LEGACY TALKS, we aim to delve deep into the intricacies of football culture," stated Malte Schruth. Our series provides a platform for various football experts to engage, converse, and exchange ideas directly with rural football culture creators to grasp their perspectives. As Malte concluded, to create authentic football content as a brand, you must draw inspiration from the diverse football cultures that exist to inspire them truly.

MALTES DO’S FOR BRANDS TO ENHANCE FOOTBALL CULTURE IN 2024

✅ Storytelling Campaigns: Launch campaigns that showcase inspiring stories of how football has positively impacted communities. Focus on sport fans and not necessarily sports stars to resonate with people’s emotions.

✅ Highlight Cultural Traditions: Bring pride and connection to football by celebrating the diverse rituals and traditions associated with it throughout the world.

✅ Community Involvement: Collaborate with local clubs and organizations to create meaningful volunteering opportunities that resonate with young people.

✅ Real & Raw: Football is not perfect but honest. Create real content for a real industry. From street to street.

As the game constantly evolves, so does football culture. Football's beauty lies in its ability to resonate with individual identities and entire generations. Brands must engage with this dynamic culture, shaping and reflecting it, from the local heroes in urban football cages to the grand stages of international arenas. The question will always be: How can brands create meaningful moments that truly capture the essence of football and its culture?

#weareact3 #footballculture #euro2024