How Genoa CFC is Revolutionising Football Marketing

Genoa CFC exemplifies how football clubs can effectively harness branding, strategic partnerships, and innovative digital initiatives to engage fans and sponsors in the online realm.

In 2021, the football landscape was on the verge of a transformative change. The now-defunct ‘Super League’ was introduced as a potential saviour by Real Madrid Chairman Florentino Perez, who claimed, “Young people are no longer interested in football. They have other platforms to divert their attention.”

Perez’s remarks highlighted the realities of the digital era, where social media platforms command significant influence over the attention spans of billions worldwide. As of February 2025, statistics indicate that over 63% of the global population is active on social media, totalling more than 5 billion users. These platforms have become crucial for contemporary football clubs aiming to remain relevant, to connect with fans, and to expand their reach, with some clubs excelling in this domain far more than others.

Enter Genoa CFC, Italy’s oldest football club, which is crafting a model for how clubs can maximise social media marketing to engage audiences. Like several other teams, Genoa employs strategic brand partnerships, celebrity endorsements, innovative player announcements, and kit launches as contemporary marketing techniques to enhance their online footprint.

Through these strategies, Genoa is establishing itself as both an innovative and cultural entity. The club’s brand is gaining recognition, positioning Italy’s oldest club as a significant player in the online age.

Strategic Brand Partnerships

Through carefully chosen brand collaborations, entities can diminish barriers and appeal to new audiences. Recently, Genoa partnered with two prominent global brands to deliver fresh and creative initiatives.

The first notable partnership was with Netflix for the promotion of the acclaimed Korean series Squid Game. Released globally on September 17, 2021, the dystopian thriller quickly became Netflix’s most-viewed show. As it prepared for its return in December 2024, Netflix collaborated with Genoa to produce a trailer featuring Mario Balotelli, Morten Frendrup, Pierluigi Gollini, and Johan Vasquez, generating buzz in the lead-up to the show’s second season.

On December 21, coinciding with the show’s international premiere five days later, Genoa faced Napoli wearing special green tracksuit tops adorned with numbers reminiscent of the series. For the match, the team donned an updated third kit featuring Netflix branding on the left sleeve and the Squid Game 2 logo beneath the usual sponsor on their chests, even incorporating actors in pink attire from the show during their pre-match photoshoot.

Additionally, earlier in the 2024/25 season, Genoa joined forces with Red Bull to organise an exciting pre-match event, during which professional mountain bikers sped down stands before leaping off a ramp to energise the crowd. BMX and mountain biking sensation Kriss Kyle participated, promoting the Red Bull Genova Cerro Abajo event that was also held in Genoa that day.

These partnerships aim to amplify visibility for both brands. By tapping into each other’s fanbases, both clubs widen their engagement pool and introduce audiences to new brands. This strategy has been employed for years, but Genoa’s timely brand events create a sense of urgency that encourages user engagement and boosts interest.

Celebrity Collaborations & Cultural Significance

In a similar fashion, leveraging popular personalities has enhanced Genoa’s global outreach. Associating celebrities with a brand cultivates excitement and interest. Some clubs benefit from having famous supporters, like Ed Sheeran with Ipswich Town, while others gain visibility through the connections of their players, such as the Kansas City Chiefs who attracted ‘Swifties’ when Travis Kelce began dating Taylor Swift.

Genoa has harnessed celebrity endorsements to expand their reach and generate excitement for their team. Earlier this season, renowned tennis player Stefanos Tsitsipas interacted with fans pitchside, tossing tennis balls after briefly participating in a shooting session. The club also featured WWE icon The Undertaker modelling the current season’s third kit, while singer Rita Ora showcased a special shirt celebrating the club’s 130th anniversary.

With these celebrities boasting millions of followers on social media—Tsitsipas has 1.9 million, The Undertaker 5.1 million, and Ora 16.2 million—Genoa’s modest following of 432,000 could see significant boosts from such high-profile collaborations. Using internationally recognised personalities helps elevate the club’s profile, extending its reach beyond local audiences.

Kit Launches as Strategic Marketing Opportunities

The collaborations with The Undertaker and Rita Ora also underscore a shift in marketing strategies surrounding kit launches. These kits are increasingly viewed as fashion statements, transcending traditional matchwear. Their popularity has surged, with a growing number of fans purchasing kits from teams they have no allegiance to due to their aesthetic appeal. This trend also leads to teams attracting new followers based on their stylish merchandise.

Genoa’s kits, produced by Italian sportswear brand Kappa, each boast a unique design for the 2024/25 season. The home kit’s promotional campaign “Beauty of Genoa” seeks to highlight the city’s natural allure. Meanwhile, the away kit revisits the classic Griffin crest that adorned the team from 1980 to 1985, while the third kit celebrates the city’s cultural diversity through its design titled “The Golden Dark Side of Genoa,” marking the club’s inaugural black kit.

The stylish appeal of these kits recognised through their promotions positions them as highly sought-after merchandise. Clubs can leverage the buzz surrounding these launches to create memorable moments that resonate with fans, intertwining entities like The Undertaker with Genoa as part of their legacy.

Innovative Player Announcements

While kits, events, and celebrities are captivating, the heart of the club lies with its players. Transfer windows are a bustling period for clubs striving to secure desirable recruits, with fans just as engaged, eagerly following transfer rumours and new signings. Clubs recognise this excitement and adopt innovative approaches to reveal new additions to their squads.

The days of traditional press conferences announcing signings are long gone; now, creativity on social media reigns supreme. The more entertaining and inventive the announcement, the higher the social media traction, leading to shares across fan networks and media outlets. A prime example includes Genoa’s 8-bit style announcement for the enigmatic Mario Balotelli, nodding to the iconic Super Mario Brothers game.

Recent announcements also featured Maxwell Cornet with a box of Corn(et)flakes cereal and Jean Onana harmonising along to Rihanna’s hit song What’s My Name with the lyric “O-na-na.” These playful and shareable announcements garner excitement and engagement, with one fan quipping on the Cornet reveal, “On a social level we could win the Champions League.”

Conclusion

Genoa sets a prime example of how clubs are embracing novel approaches that push the boundaries of traditional football marketing techniques. In today’s world, modern football clubs must utilise their social media platforms to showcase not only their matches but also the cultural significance behind their brand.

By tapping into celebrity influence, strategic partnerships, trending styles, and innovative storytelling, clubs like Genoa can enhance their global presence and foster engagement that translates into greater revenue. As they cultivate a trendy and recognisable image, they will experience increased shirt sales, ticket purchases, and sponsorship opportunities.

We are merely at the beginning of football clubs’ journey in the digital age. The evolution will continue to expand, benefiting not only the larger clubs but also the smaller entities. Every club has its unique qualities and individuality to capitalise on, paving the way for a robust presence in the digital landscape.