Why National Teams Are Losing Their Appeal, and What Marketing Can Do About It

As an Italian, watching the national team’s recent journey has been nothing short of painful. From missing the 2022 World Cup to a disheartening early exit at the Euros, and now facing the risk of missing out again in 2026, one can’t help but feel a profound disconnect. Watching Italy’s recent matches (like losing 3-0 to Norway), left me wondering: where is the fire? Where is the pride?  The once-sacred honor of wearing the “maglia azzurra” seems, for many, to have dimmed and I was left with a single thought: “Why national teams are losing popularity”

When The Shirt Lost Its Soul

Decades ago, representing your country was the highest accolade in a footballer’s life. Take Franco Baresi in 1994: after tearing his meniscus early in the World Cup, he could’ve easily gone home. Instead, he demanded surgery and, just 25 days later, started in the final, playing all 120 minutes. That kind of devotion is becoming rare. Today, minor knocks are enough for players to skip international friendlies. Call-ups are weighed against club responsibilities, and increasingly, players choose to refuse the call, like it recently happened with the defender of Inter Milan, Acerbi that decided not to join the Italian national team blaming former coach Luciano Spalletti.

Curious by nature -and by profession as a marketer- I asked my colleague Giacomo Tarabelli to dig deeper. Is this trend isolated to Italy, or part of a larger shift? If so than, why national teams are losing popularity. What we found was eye-opening:

• Joël Matip chose Liverpool over Cameroon.
• Three Saudi players refused national call-ups unless guaranteed starting spots.
• Gravenberch turned down a Dutch U21 invite to adjust at Liverpool.
• Kylian Mbappé skipped Nations League matches to focus on club duties.
• Christian Pulisic opted out of the 2025 Gold Cup for rest after a grueling season.
• Several Turkish players declined national duty over personal and political tensions.

And the list goes on.

Why Is This Happening?

1. Risk Management: Clubs pay the salaries. Players think long-term. Injuries from international matches can derail careers, transfers, and contract renewals.
2. Club Prestige: The Champions League and club rivalries like El Clásico often garner more global attention than international fixtures. While national teams still carry symbolic weight, in many countries their appeal is visibly fading. The glamour, resources, and nonstop narrative of elite club football have elevated clubs into global entertainment brands. It’s not that clubs have entirely outgrown national teams, but the balance of prestige is shifting.
3. Relentless Calendars: Footballers are overworked. The physical and mental toll of nonstop competition leaves little room for additional games that don’t pay or might not elevate their careers in the same way.
4. Club Identity Over Nationalism: Clubs today are brands: symbols of culture, status, and lifestyle. Players often feel more connected to their club’s values than to a national identity that may feel fractured or distant.

So what can we, as marketers, do? Can national teams be revitalized and made attractive again? I believe the answer is yes.

Why National Teams Are Losing Popularity – Five Ways To Revitalize Them

1. Reimagine National Competitions

UEFA and national federations need to tell better stories. One of the best campaigns I’ve seen came from La Liga: an emotional spot featuring an Asian boy who, after living in Spain, returns home to and explains the passions that Spanish have for football. It tapped into feelings and emotions that go beyond the sport. National federations should learn from this.

2. Learn from the Clubs

Big clubs don’t just play football, they entertain. At an Italian club I worked with, we discovered we weren’t in the business of football, but of experience:

• Stadiums as all-day entertainment hubs with restaurants, stores, kids’ zones and much more
• Behind-the-scenes docuseries that humanize players
• Cartoons targeting kids to form early team bonds
• Robust digital strategies blending online and offline fan interaction

These experiences deepen engagement. National teams should follow suit.

3. National Pride Is Not Automatic

Data reveals:

• According to Arthur D. Little website, Gen Z prioritizes work-life balance. They are very practical; they work for the money rather than for building a successful career. Indeed, their job is a tool to make the money they need to enjoy life, so, why stay training in June for the National team when they can unwind in Formentera? If you’re interested in unmasking the Gen Z myths, here is our article.
  
• Globalization dilutes nationalism. Young players may feel less connected to their countries. A 2024 systematic review titled “Sports as an instrument of nationalism and patriotism,” published in Retos (October 2024), examined how sports reinforce national identity across multiple countries. The study found that in more globalized societies, cosmopolitan narratives increasingly shape sporting events, as national pride gives way to broader, more universal values. The traditional ‘national hero’ is giving way to the ‘global athlete.

4. Take Inspiration from Other Nations

Brazil’s Seleção is more than a team; it’s a living symbol of national pride and identity. Having lived in Brazil, I witnessed firsthand how the country counts down the days to each World Cup with a near-religious anticipation. For many Brazilian kids, wearing the yellow shirt is the ultimate dream, a source of personal and collective aspiration. The Seleção is synonymous with flair, joy, strength, and unity. It represents not just football excellence, but a way of life. The global anticipation surrounding their matches is no coincidence; when Brazil plays, the world watches, expecting beauty and brilliance. This deep emotional resonance is why even global brands like Nike have invested in some of their most iconic and emotional campaigns around the Brazilian national team. The appeal is so strong it even drew in one of Italy’s best coaches to lead them, Carlo Ancelotti. The Seleção is a masterclass in how national teams can transcend sport and become cultural phenomena. Is europe missing the emotional part of football, using this sport as form of art to express your identity, maybe this is the reason why national teams are losing popularity.

Brazil is not the only good example:

Also France, with the “Proud to be Blue” campaign spotlighted unity, diversity, and national identity with elegance and depth. Just like Argentina’s recent ads invoked independence heroes to stir emotion and pride.

Germany’s 125-year celebration and Iceland’s epic mythological campaigns transformed history into passion. These stories aren’t accidental, they’re masterful marketing.

5. Learn from the All Blacks

If there is one team that fully embodies what it means to wear a national jersey with pride, it’s the New Zealand All Blacks. Their haka, performed before each match, is more than a cultural ritual; it’s a war cry, a spiritual invocation, and a symbolic pledge to give everything for the black shirt. You can see it in their eyes: these players are ready to fight, not just for victory, but to honor the weight of their heritage.

Marketing has powerfully reinforced that sense of identity. One of the most striking examples is Adidas’ “Bonded by Blood” campaign. To announce the All Blacks squad, they created a limited-edition poster that didn’t just feature the players, it contained them. Each of the 40 players donated a small sample of blood, which was sterilized and embedded into the paper itself. Only those who purchased an official jersey could receive one. This campaign didn’t just sell merchandise; it deepened the emotional connection between fans and players, turning a squad announcement into a national moment.

The All Blacks don’t just play for New Zealand: they embody it. Their brand is a masterclass in how to create reverence, connection, and loyalty around a national team.

Final Whistle: It’s Time to Win Back the Heart

Marketing can’t fix player injuries or adjust overloaded calendars. But it can do something just as vital: reignite the emotional connection between players, fans, and the nation they represent.

The future of national teams won’t be secured by tactics alone; it will be built on emotion, purpose, and identity. The national shirt must once again carry meaning, an emblem of shared identity, history, and future hope. Only then we can begin to restore what’s been lost.

By telling better stories, by fostering unity, by creating shared moments of meaning, we can make wearing the national jersey a dream again and not a duty.

Because when the call of the country goes unanswered, it’s more than a missed match. It’s a missing heartbeat.

This isn’t just a football crisis. It’s a crisis of identity. A brand problem at its core.

And like any great brand in decline, it needs a rebrand bold enough to believe in, and human enough to belong to.

About The Author

Matteo Rinaldi is a Senior Marketing Strategy Consultant and Co-Founder of Human Centric Group, with global experience driving double-digit growth for brands like Danone, Carlsberg, Revlon, PepsiCo, and Visa. Having worked across multiple continents, he specializes in leveraging cultural insights for impactful brand strategies. A passionate educator, Matteo teaches marketing worldwide, shaping future industry leaders. Previously, he worked with L’Oréal and Coca-Cola HBC. He is also a best-selling author in marketing.

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