Despite the sport’s European bosses investing big money in pre-match entertainment, and plans for a half-time show at the next World Cup, it’s not certain that huge shows are something fans even want.
The biggest sports teams are fashion brands in their own right, with people all around the world wearing merch from the likes of the New York Yankees. But how can a team tap into that market when it isn’t even fully pro?
Ben Chehebar is trying to challenge industry giants like Nike and Adidas with his soccer brand Eleven. But bringing a design to life has been full of trial and error.