Small Club, Great Brand: A Lesson in Sports Marketing

The only team in football with a creative director, Palace instated Kenny Anaan-Jonathan as the league's first creative director in 2024. While this was not exactly front-page news to all, it was to me, a fanatic of all things fashion, football, and design.

As sports are beginning to morph into more than what takes place during a game or match, this appointment was incredibly savvy by the club. Football and other sports teams and leagues today compete for attention in different ways than they had in the past. To be a successful team or club requires dedication in training, yes, but to solidify the organization, teams have to have a strong brand presence and identity.

Palace, a club not renowned for its riches or fame, needed to do something to solidify its brand in the hyper-competitive Premier League. Anaan-Jonathon's appointment signified that Palace recognized the value a creative mind could have in its front office. Working to find brand and community partnerships, developing a coherent brand identity, and creating social media strategies are just a few of the ways a creative mind can help aid any sporting organization.

In today's world where trends and technologies rapidly evolve, ensuring your brand remains relevant and celebrated is key, especially in sports. So be like Crystal Palace, and get creative.