Are fans now more invested in star names than clubs?

What the report says

BBC Sport Football reports that the appeal of star players is increasingly shaping how young football fans follow the sport, sometimes as much as or more than the clubs they represent. The piece points to Lionel Messi, Cristiano Ronaldo, Erling Haaland and Jude Bellingham as examples of globally recognised names whose personal brands can attract supporters across leagues and countries, including fans wearing club shirts with little connection to the team itself.

The article says this shift has been accelerated by gaming, social media, YouTube and trading cards, which make it easier for younger audiences to follow individual players closely. It cites research suggesting many global supporters now also follow a “second team,” with player movement often influencing which clubs they engage with. The reporting also notes that some players now manage their own public image more directly, building audiences through personal channels rather than relying only on clubs or traditional media.

Examples highlighted include Antoine Griezmann’s high-profile 2018 documentary-style announcement and the later rise of players sharing regular content online. BBC Sport says this trend has helped players become cultural figures in their own right, with fans drawn to their personalities, causes and online interaction. The piece also mentions Haaland, whose social media following grew sharply during major tournaments, illustrating how sporting success and personality can boost a player’s reach beyond the club game.

More broadly, the article suggests football fandom is becoming less fixed for some younger supporters, even if club allegiance remains deeply rooted for many others.