Scoring Big With Language Education: How Football Industry is Embracing Multilingualism for Business Success

Football is the world’s most popular and most-watched sport. Played and followed by millions of players and fans worldwide, it has become an impactful force that affects the football industry in major ways. Global reach and engagement mean that people with a broad and diverse range of backgrounds participate. 


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This means engaging with people who speak different languages. It has therefore become imperative to embrace multilingualism for the success of the football industry. Many clubs have initiated projects that help players study a new language and feature players as role models encouraging students to start learning new languages. Let’s take a closer look at the ways in which the football industry is embracing multilingualism for the success of its business models.


Marketing strategies

One of the key ways the football industry embraces multilingualism is through the development of its effective marketing strategies. Football clubs and institutions know very well that they need to reach out to fans in different parts of the world who speak different languages and come from different cultural and social backgrounds. Correspondingly, it is incumbent on the clubs to design marketing campaigns that are relevant and appealing to their target audiences, no matter which part of the world they are in. To achieve this goal, football organizations invest heavily in multilingual marketing campaigns that are tailored to the interests and requirements of their diverse fan bases.


This becomes particularly important when a player joins one of the top European national leagues from a country with relatively less history of football traditions. For instance, when Son Heung-min from South Korea moved to England’s Premier League to join Tottenham Hotspur, it was a huge move for South Korean fans. The club launched a marketing campaign that targeted South Korean fans and the market. It included an array of social media posts, videos, and adverts in Korean. This helped the club build a strong connection with South Korean fans.


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Multiple communication channels

Another important way the football industry embraces multilingualism is through its communication channels. With the advent of digital transformation and the rise of digital media, football clubs, associations, and institutions have developed various platforms to engage with their fans. These include various social media platforms, websites, and mobile apps. 


Football clubs use multilingual communication channels to ensure that their content and messages reach their fans in different parts of the world. It is important to make sure that content is written in a local language. 


Many clubs maintain websites in multiple languages. For example, Real Madrid, the world’s most decorated football club, runs its website in seven languages. This helps the club engage with fan bases in the English-speaking world, Spain, France, Germany, Japan, China, and Arab-speaking countries. Since not all speak English, this is a smart move toward reaching out to fans with club news, updates, transfer news, results, and other relevant information.


Some football clubs use videos and educational films to reach out to fab bases across the world. If you need to translate the script of a video to a local language, you should identify a reliable script translator with a proven track record in professional translation. Hire an experienced translator, provide detailed and clear instructions, and enjoy great results.


Industry workforce

The football industry envelops a huge web of organizations across the world. This means clubs, associations, and football institutions work on all continents of the world. They employ millions of people who may or may not speak English. That is why they welcome employees who can speak several different languages. If you are one of them, you increase your chances of landing a great job if you are multilingual.


Many international coaches and managers hire professional translators to ensure their instructions reach players as intended. Accurate translation also helps them settle in quickly in their jobs and start developing effective communication with their teams.



It is also about furthering the process of internalization of football. The more international players play in a national league, the stronger these championships tend to be. By embracing multilingualism, football clubs are able to invite a wider range of players from around the world, including those countries where people have a poor command of English. 


Bottom Line

Over the last few years, the football industry has been embracing multilingualism as it acknowledges the significance of engaging with fans in different parts of the world. This means they develop multilingual marketing campaigns, communication channels, and a multilingual workforce. These are only a few examples of how they are trying to use multilingualism to succeed as businesses. 


By embracing multilingualism, football clubs, associations, and institutions pave the way for an inclusive environment in which they make stronger connections with their fans and increase the likelihood of overall success.



Ruby Butz is an experienced writer, linguist, and entrepreneur. She has also been an avid football fan for many years. As a researcher, Ruby has been exploring correlations between the rise of multilingualism and multiculturalism and business success in different fields of sports. Ruby’s articles have gained popularity among sports fans, players, and business people alike.


Image: Jeffrey F Lin on Unsplash





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