Fan culture – reimagining a brand identity to maintain appeal to youth audiences
Youth audiences shape culture. But trends change quickly. Join Lee Molyneaux, Skechers Football European Marketing Manager, Chloe Morgan, Head of She’s A Baller, and Sola Kasali, EA SPORTS FC, Football Partnerships Lead for Northern Europe, to explore how brands can adapt amidst change, and competition.
Moderated by Eni Shabani, Director of the fastest growing football media brand for youth audiences, Rising Ballers, the panel will explore the intersection between virtual (gaming, online and social media) and IRL brand perception.
Leave with insight into how you can better utilise fandom to influence Gen Z and beyond (Gen Alpha) and hear from leading global brands on how they have pivoted to remain culturally relevant.
Why we're excited:
- Lee will share how Skechers disrupted the football boot market and quickly grew brand affinity with next-gen audiences.
- Chloe will share key insights, specific to the women’s game, that can help brands immerse themselves within women’s football culture.
- Sola will share how EA SPORTS FC is continuing to blur the lines between the real and virtual worlds of football and entertainment, through product development, game innovation and football sponsorships.
Eni Shabani (he/him) is Founder and Director at Rising Ballers, the biggest Gen Z football media brand in the UK. A passionate and purpose-led entrepreneur, Eni founded Rising Ballers to combat the lack of support and representation young and aspiring football players had. Originally working as a private equity consultant, Eni saw how disheartened his brother Brendon felt while playing at academy level and wanted to do something to help change that. Recognising a gap in the digital market for a community platform that would speak directly to grassroots football fans, Eni set about building a network to shine a light on young ballers.
Now on a mission to create culture and opportunity within football for the next wave, Eni’s impact spans far and wide. The Rising Ballers network has one of the most engaged, authentic communities out there boasting a following of 9M and impressive repertoire of brands partnered with. From activating successful campaigns and projects with the likes of Adidas, PlayStation and Premier League to running grassroots talent-finding tournaments up and down the country, the RB network educates and entertains communities while keeping young representation at its core.
Former Professional Footballer, 11 years Nike experience in product and marketing. Skechers for the last 2 years to launch Skechers Football; 1 year product development, insights and strategy development. Building and manage Sports Marketing, Athlete Services, Retail and Social departments. Now Skechers Football is 1 year in the market; 8 football footwear launches, 2 new price points across 6 new soleplates and 100+ athletes globally.
Former Lawyer and WSL and Women's Championship football player. Now heads up She's A Baller, the UK's largest independent women's football social media platform and creative agency.
Award winning marketeer and football enthusiast. Sola Kasali (she/her) joins us at YMS, having worked across the world’s biggest gaming publisher for close to ten years, delivering the newly named EA SPORTS FC gaming franchise.Focused on club, league and football federation relationships, her role bridges the authenticity of football in the real and virtual worlds as we know it.