Jan Bluyssen (KNVB): Storytelling as the Core of Modern Fan Experience
Jan Bluyssen, Manager of Professional Football at KNVB, opened the event with a personal reflection on the evolving nature of fan experience. Using anecdotes from his own youth, he highlighted the emotional depth and nostalgia linked to football memories. Bluyssen emphasized that today, it’s not just about the 90 minutes on the pitch but about creating memorable, shareable moments. From Ajax melting their championship trophy into memorabilia for fans, to the rapid sell-out of special-edition kits at PEC Zwolle and Vitesse, Bluyssen illustrated how storytelling enhances the value and emotional connection of merchandise.
Key takeaway: Clubs must tap into their history and identity to craft narratives that resonate deeply with fans. Merchandise is not just a product—it’s a medium for shared memory and emotional investment.
Gianni van der Jeugd (Topfanz): Lifecycle Thinking and Merchandising as Fan Consultancy
Representing Topfanz, Gianni van der Jeugd explained how they support clubs throughout the entire merchandising lifecycle, positioning themselves not as sellers, but as “fan consultants.” Topfanz focuses on co-creating merchandise strategies that reflect the DNA of each club. Their services span from product design and logistics to marketing and e-fulfillment. With over a decade of experience, Topfanz is committed to helping clubs scale their merchandising efforts through storytelling and structured annual calendars.
Key takeaway: A strategic, data-driven approach to merchandising—grounded in identity and storytelling—can turn merchandise into a revenue-generating extension of the club’s values.
Sophie M’sallem (RSC Anderlecht): A Brand Renaissance Rooted in Progress and Inclusion
Sophie M’sallem, Marketing Director at RSC Anderlecht, shared the club’s transformative journey from declining on-pitch performance to becoming a modern, aspirational brand. The renaissance began with redefining the club’s identity around two pillars: “developing talent” and “being a premium club for everyone.” The launch of the “Noblesse Oblige” campaign exemplified this vision, emphasizing responsibility, inclusivity, and elegance.
Collaborations with fashion and cultural figures like Damso and Arte, coupled with visually cohesive merchandise, led to an increase of shirt sales and a 20% growth in revenue. Anderlecht’s approach is grounded in recognizing three fan typologies: those who live, love, and like the brand. This allowed them to expand their reach beyond the stadium to lifestyle-oriented fans.
Key takeaway: A clear brand identity, rooted in culture and progressive values, can unlock new audiences and revenue streams far beyond the core fanbase.
Nicola Zanetti & Arianna Mazzon (Venezia FC): More Than Merch – Building a Global Cultural Brand
The presentation by Nicola Zanetti and Arianna Mazzon from Venezia FC encapsulated the club’s rise as one of football’s most stylish and culturally connected brands. After multiple bankruptcies and years outside Serie A, Venezia redefined itself at the crossroads of fashion, heritage, and community. With storytelling as a guiding principle, the club now manages nearly every aspect of its merchandising in-house, from design to distribution.
Campaigns often feature local Venetians rather than players, with product lines ranging from luxury streetwear to raincoats tailored for the Venetian climate. Collaborations with Off-White alumni and local artisans reflect the club’s commitment to authenticity and exclusivity. Their strategy has earned global recognition, with 90% of merchandise revenue generated through their own channels and 70% of it coming from international markets.
Key takeaway: When clubs root their identity in local culture and manage storytelling with creative autonomy, they can elevate merchandise into a lifestyle brand with global appeal.
Conclusion: Football Merchandise as a Storytelling Ecosystem
The Topfanz Event in Zeist made it clear: modern football clubs are evolving from sports entities into lifestyle brands. Storytelling, design, and strategic merchandising are no longer peripheral—they are central to fan connection and commercial success. ESSMA thanks all presenters for their inspiring contributions and looks forward to continuing the conversation on how clubs can embrace storytelling as a core component of fan experience.
