How to become an international team; who should join the Club World Cup?

The Athletic FC ⚽ is The Athletic’s daily football (or soccer, if you prefer) newsletter. Sign up to receive it directly to your inbox. Hello! World Cup qualifying isn’t lighting Brazil’s fire. Greenland would just like a shot at it. On the way: A long road: Geography, politics and admin: How to build an international […]

How to brand (or re-brand) a Premier League club: Names, locations, kits and crests

What is the best way for a Premier League club to promote its brand? And what is the thinking behind changes to approach? After Jack Pitt-Brooke revealed Tottenham had emailed Premier League broadcasters asking not to be referred to as Tottenham, but rather “Tottenham Hotspur” or “Spurs” for short, The Athletic spoke to experts to […]