"More Than A Shirt" Joey D'Urso

Joey D'Urso with Tim Caple on "Talking Sports Books"

The Evolution of Football Sponsorships: From Local Pitches to Global Arenas

Welcome back to "Talking Sports Books" and on this edition of the show I am joined by journalist and writer Joey D'Urso as we explore his new book "More Than A Shirt" which looks in detail not just at a history of shirt sponsors but we look in detail at the companies behind the sponsorships and the reasons why the are prepared to spend hundreds of millions to align their brands with the worlds most popular sport, football.

Football sponsorships have transformed dramatically over the decades. From humble beginnings with local businesses supporting neighborhood teams it won't take long for you to look back at your clubs history of shirt sponsors and smile at the memory of a local shop, car hire or car dealer that used to sponsor your team this would usually be followed by pictures appearing in the matchday program of players appearing in store promoting the sponsors wares,today the landscape has evolved into a multi-billion dollar industry. This journey reflects not only the growth of the sport but also the changing dynamics of marketing and brand partnerships.

In the early days football clubs relied on local businesses for support. These partnerships were often informal, with local pubs or shops providing kits or equipment in exchange for community recognition. It was a time when football was deeply rooted in local culture and community spirit.

As football's popularity soared, so did the interest of larger corporations. The 1970s and 1980s saw the entry of major brands into the sport, with companies like Adidas and Coca-Cola recognizing the potential of football to reach vast audiences. This era marked the beginning of more structured and lucrative sponsorship deals.

The 21st century has seen football sponsorships reach unprecedented levels. With the globalization of the sport, brands now have the opportunity to connect with fans worldwide. The digital age has further amplified this reach, with social media and online platforms allowing sponsors to engage with fans in real-time, creating more dynamic and interactive partnerships.

Looking ahead, the future of football sponsorships will likely focus on sustainability and innovation. As fans become more conscious of environmental and social issues, brands will need to align their sponsorship strategies with these values. Additionally, technological advancements will continue to shape how brands interact with fans, offering new and exciting ways to enhance the football experience.

The evolution of football sponsorships is a testament to the sport's enduring appeal and its ability to adapt to changing times. As we look to the future, one thing is certain: football will continue to be a powerful platform for brands to connect with audiences around the world.

"More Than A Shirt" Joey D'Urso joins Tim Caple on "Talking Sports Books"

The Complex Legacy of Gazprom's Sponsorship on Schalke

In the world of football, sponsorship deals often tell stories that extend beyond the pitch. One such story is the sponsorship of Schalke 04 by Gazprom, a partnership that began in 2007 and ended abruptly in 2022. This sponsorship was not just about financial support; it was a symbol of deeper geopolitical ties between Germany and Russia.

The partnership between Schalke and Gazprom began with a photograph of Vladimir Putin holding a Schalke shirt in Dresden, a city with historical ties to Russia. Gazprom's sponsorship was more than a financial transaction; it was a strategic move that intertwined the club with Russian politics. The Veltins Arena became a venue for political and business meetings, hosting Russian politicians and Gazprom executives alongside German leaders.

For years, Gazprom's sponsorship of Schalke was seen as a reflection of Germany's reliance on Russian gas. The partnership was emblematic of the broader economic ties between the two nations, with Gazprom using the club as a platform to strengthen its influence in Europe. However, the relationship was not without its critics, who viewed it as a form of 'sportswashing'—using sports to improve a tarnished image.

The sponsorship came to an abrupt end in February 2022, following Russia's invasion of Ukraine. Schalke quickly distanced itself from Gazprom, removing the company's logo from its shirts. This decision was met with mixed emotions from fans, many of whom had fond memories of the club's successes during the Gazprom era. Yet, the move was necessary to align with the broader international condemnation of Russia's actions.

Gazprom's sponsorship of Schalke is a reminder of the complex interplay between sports, politics, and business. While the partnership brought financial benefits and moments of glory to the club, it also highlighted the risks of entangling sports with geopolitical interests. As Schalke moves forward, the legacy of this sponsorship will continue to be a topic of discussion among fans and analysts alike.

"Talking Sports Books" With Tim Caple and Joey D'Urso

Football and Organized Crime in Colombia

In the vibrant world of Colombian football, the beautiful game often finds itself entangled with the darker elements of society. The story of football in Colombia is not just about goals and glory; it's a tale of power, influence, and the shadowy presence of organized crime. This blog post delves into the complex relationship between football and organized crime in Colombia, exploring how these two worlds have become intertwined over the years.

The Rise of Narco-Football: During the 1980s and 1990s, Colombian football clubs became a playground for drug cartels. Infamous drug lords like Pablo Escobar invested heavily in football teams, using them as a means to launder money and gain social acceptance. The Medellín Cartel's involvement with Atlético Nacional is a prime example of how football clubs became intertwined with criminal enterprises.

The influence of organized crime extended beyond club ownership. Players were often caught in the crossfire, facing threats and coercion from criminal elements. Clubs that resisted cartel influence faced financial difficulties, while those that complied enjoyed success on the field. This section explores the impact of organized crime on the lives of players and the fortunes of clubs.

In recent years, efforts have been made to clean up Colombian football and sever its ties with organized crime. Government initiatives, stricter regulations, and increased transparency have been implemented to restore the integrity of the sport. This section highlights the progress made and the challenges that remain in eradicating the influence of organised crime from Colombian football, the Colombian people themselves want to extricate

their societies from burgeoning "Narco Tourism' and despite traders rallying against proposals there is growing pressure to clamp down on "Narco Merchandise".

Football and organized crime in Colombia is a complex narrative that reflects the broader societal issues faced by the country. While significant strides have been made to address this issue, the legacy of narco-football serves as a reminder of the challenges that lie ahead. As Colombia continues to reform its football landscape, the hope is that the beautiful game can once again shine brightly, free from the shadows of organized crime.

Talking Sports Books With Tim Caple and Joey D'Urso

The Rise and Fall of Parmalat

From Colombia we headed back to Europe and the destination of Europe's biggest ever corporate bankruptcy which ended Parma's decade in the spotlight and saw the ultimate in

indignities when the clubs trophies were put up for sale when the club fell into inevitable bankruptcy on this occasion there was a happier ending as they were allowed to keep their

trophies.

In the 1990s, Parmalat was a household name, not just for its dairy products but also for its significant influence in the world of football. The Italian company, led by Calisto Tanzi, invested heavily in the sport, sponsoring teams and even owning Parma FC. However, the company's dramatic collapse in 2003 sent shockwaves through the football community, leaving a lasting impact on the sport.

Collapse was swift after a forged verification letter was produced from bankers confirming that the club held around 4 billion euro in cash reserve, months later a payment was missed and shares collapsed the size of the black hole estimated to be in the region of 14 billion euro.

Parmalat's involvement in football began as a marketing strategy to boost its brand visibility. The company sponsored major teams, including Brazil's national team, and owned Parma FC, which saw unprecedented success in the 1990s. Under Parmalat's ownership, Parma won several domestic and international titles, becoming a force in European football.

The downfall of Parmalat was swift and catastrophic. In 2003, it was revealed that the company had been involved in a massive accounting scandal, with billions of euros unaccounted for. The scandal led to Parmalat's bankruptcy, and its impact on football was immediate. Parma FC faced financial difficulties, leading to a decline in performance and eventual relegation.

Parmalat's collapse served as a wake-up call for the football industry. It highlighted the risks of financial mismanagement and the importance of transparency and accountability. The scandal also led to stricter financial regulations in football, aimed at preventing similar situations in the future.

The rise and fall of Parmalat is a cautionary tale for the football world. It underscores the need for responsible financial practices and the potential consequences of neglecting them. As football continues to grow as a global industry, the lessons from Parmalat's story remain relevant, reminding stakeholders of the importance of integrity and sustainability.

"More Than A Shirt" is the book it's written by Joey D'Urso you can find a link to buy it on the website homepage and Joey is talking about all of this content on the actual podcast

which is available shortly.