Football fans’ loyalty no longer lies with clubs, but players

The world’s top footballers now have a bigger following than the clubs they play for. Fans are beginning to support superstar players as they move around from club to club rather than sticking with a team – and this threatens the very foundations of the sport.

Streaming and social media are largely to blame. After Pelé signed for the New York Cosmos in the mid-1970s, only 40,000 US football enthusiasts would flock to the old Giants’ stadium. Earlier this month when Lionel Messi joined Inter Miami in Florida, the club’s co-owner David Beckham claimed that Messi’s unveiling had 3.5 billion views online. Such a feat was unthinkable only a couple of years ago and it means that players like Messi develop into megastars with their own gravitational pull.

The growth of international broadcasting and the social media boom means more and more fans can follow their heroes from breakfast to training, matchday to holiday, and ultimately, club to club. Old loyalties are being challenged as younger fans experience the game in a completely new way.

It’s unrealistic to expect these star-struck fans to choose a team over a player. Around 12 million football lovers in South Korea, nearly a quarter of the population, have picked Tottenham. They have no particular attachment to north London or the 140-year-old club that calls it home. But the country’s biggest celebrity, Heung-Min Son, scores goals there. When Tottenham matches are broadcast in South Korea, there’s an icon above the scorecard to show whether he is playing or not. One of Tottenham’s players, Eric Dier, was vilified on Korean social media after he was caught on camera arguing with Son. These fans are loyal to their compatriot, not the club. If Son is transferred, they’ll follow him without a backward look at Tottenham.

You can’t blame the players.