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The Fan
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The elaborate social media campaigns clubs use to unveil new signings. What used to be just a press photo and statement is now a cinematic production with teasers, cryptic posts, drone footage, and celebrity cameos. Marketing departments compete to make announcements go viral. Fans complain about it but engage with it anyway. Some announcements now take weeks of buildup.
Arsenal's announcement of Martin Ødegaard featured a series of cryptic posts, a custom video with Norwegian references, and merchandise already available at the moment of reveal - the days of a simple press photo are long gone.
The Fan
Jan 19, 2026