In an era when clubs chase Gen Z engagement and TikTok reach, Real Betis looked the other way - toward its roots. During their La Liga clash with Osasuna on 28 September, the Andalusian side invited their 11 oldest club members to serve as team mascots. The gesture transformed a routine matchday into a masterclass in emotional branding - one that bridged generations and reminded fans what club culture really means.

📊 Supporting Stats:

Betis has one of Spain’s most devoted fanbases, with over 60,000 registered members (Socios) as of 2025 (source: Marca).
According to Deloitte’s Football Money League 2025, emotional loyalty - not star signings - is now a key driver of long-term fan revenue. Clubs with higher “heritage equity” (like Betis, Athletic Club, and Celtic) show 20–25% higher season ticket retention.
On social media, Betis’ post featuring the elderly mascots drew over 1.2M engagements in 48 hours - outperforming match highlights and player content that weekend (source: Blinkfire Analytics).

Real Betis’ tribute wasn’t a marketing gimmick, it was a brand values moment. In a football economy dominated by globalisation and commercial expansion, Betis doubled down on localism. The sight of octogenarian fans walking out alongside today’s players turned nostalgia into narrative capital - reinforcing Betis’ image as a “people’s club” in a market increasingly defined by soulless scale.

📌 Key Takeouts:

What happened: Betis invited their 11 oldest members to act as matchday mascots in a gesture celebrating heritage and lifelong fandom.
What worked: Authenticity. The move humanised the brand, creating emotional resonance and viral cultural currency.
What it signals: A shift in football branding from performance to purpose - where history, values, and emotional equity are as marketable as trophies.
For marketers: Heritage storytelling is regaining value - particularly in sports, fashion, and entertainment spaces where authenticity now outperforms aspirational gloss.

🔮 What We Can Expect Next:
Expect more clubs to follow suit - reframing legacy as an asset, not a relic. From AC Milan’s centenary fan archives to Manchester United’s ‘Local Legends’ campaign, heritage activations are emerging as a key strategy for driving emotional loyalty in an attention-fractured landscape. Real Betis just proved that the future of fandom might look a lot like its past.