"Clubs as passion-driven brands, captivating fans worldwide and creating deep emotional connections" was the premise that brought together Jamie Reigle (Vice President of Venezia FC), Chris Kay (Global Innovation at 72andSunny), and Pablo Longoria (CEO of Olympique de Marseille) on Thursday at the TFS Stage during the Thinking Football Summit. The session was moderated by Luís Vicente of APEX Capital.

Football's deep-rooted passion is well-known, but when that passion extends beyond the pitch, especially at a club like Marseille, the pressure on management becomes immense. "Working in an environment like Marseille, where for three consecutive seasons the stadium has been completely sold out, there's a lot of pressure, a lot of passion," said Pablo Longoria. He emphasized that in such a club, “the most important thing is knowing how to align everyone—management, team, and fans—in the same direction." Despite the various ways a club is valued in modern times, Longoria stressed, “the most important thing is the sporting results.”

The goal for Marseille is to protect its identity while continuing to fill the stands at the Vélodrome, a symbol of French football passion, and close the gap with rivals on the field. "The most important thing about a club like Marseille is this special connection between the club, the city, and the fans. The club is like a family member. This connection is very unique," Longoria explained, noting the challenge of expanding Marseille’s reach both in France and globally without losing its core DNA.

Chris Kay, reflecting on his time as Manchester City's Marketing Director from 2008 to 2011, discussed how the club's identity was revived in an era when it was overshadowed by Manchester United. "One of the things we did, and that all football brands should do, was understand what their DNA is. We wanted Manchester City to be an entertainment brand that also sold football. That was a very important shift at that time," shared Kay, now International President at 72andSunny.

This shift, according to Kay, involved understanding what the club was doing for its fan base and developing a "globalization strategy." This approach proved successful, as Manchester City is now one of England’s largest clubs, with a fan base that extends far beyond the UK.

Jamie Reigle, Vice President of Venezia FC, who had previously worked for Manchester United, emphasized that "all brands are built on sporting success." Venezia, which has gained international attention for its stylish kits and the iconic city of Venice, is still far from the level of success enjoyed by projects like Paris Saint-Germain or even Wrexham City. Yet, Reigle remains pragmatic, acknowledging the challenges ahead. “Maintaining ourselves as a fashion brand is very complicated,” he said. He noted Venice’s unique culture but also its potential for progress, revealing plans to reposition the club, which was recently promoted to Serie A.

Venezia’s approach, however, will be distinct. When Reigle first arrived at the club, his initial live match experience was in February 2024, with the stadium only half-full, even though the team was in third place and pushing for promotion. The club’s focus will remain on growing its local fan base, including plans for a new stadium with better access, but Venezia also aims to leverage one of Venice’s key resources: the 10 million tourists who visit the city each year. "The challenge is to compete in a global market. We need to identify our unique revenue streams," said Reigle, which he believes is essential for “getting the wheel of sporting success turning.”

These three stories from the summit illustrate that in modern football, there is no universal formula for building a successful and passionate club. Each project requires listening to fans, taking risks, and embracing strategic changes—all in the pursuit of creating a club that embodies the passion its fans feel.