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      Portugal's Renato Sanches and the Risks of Going Too Fast

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      For a couple of months, no more, the fee seemed steep. A few weeks before the start of the last European Championship, in 2016, Bayern Munich agreed to a deal with Benfica to sign the latest prodigy from the Portuguese team’s apparently never-ending production line: an 18-year-old midfielder with only nine months of senior experience on his résumé.If it was something of a coup for Bayern — Manchester United and several other members of Europe’s elite had been interested, too — it was a resounding success for Benfica.Bayern, the perennial German champion, was committed to paying a basic fee of $41 million, with $53 million more due if certain performance targets were met. All told, it amounted to the most valuable sale of a player in Portuguese history, which was not bad, given that the teenager, Renato Sanches, had started the season on the club’s reserve team.After just a few weeks, and Bayern seemed to have pulled off a heist. Sanches went supernova at Euro 2016 that summer: If Cristiano Ronaldo was the undisputed star of Portugal’s championship-winning campaign, the teenager ran him close.Sanches created the goal that helped Portugal squeeze past Croatia in the last 16, scored in the quarterfinal against Poland and then demanded not only to take a penalty in the subsequent shootout, but to go second. He would happily have stepped up first, but that spot had already been reserved by Ronaldo.Sanches was named man of the match for his performance that day — handpicked by Claude Makélélé, no mean midfielder himself — and before the final, against the host nation, France, he was honored as the best young player of the tournament. A few months later, he would be named the most promising player under age 21 in Europe.The agreement with Bayern held hints of that promise. One of the clauses dictated that the German team would have to pay a few million more if Sanches was crowned world player of the year before the end of his initial contract, in 2021. Before the tournament, Bayern might well have regarded that as very much a theoretical contingency. By the end, it looked all too real.That clause would have expired this summer. Bayern never had to honor it. Sanches made the last of his meager 53 appearances for the club almost two years ago, the light from his starburst long since faded. In the five years that have passed since Euro 2016, Sanches has lost his place in his team, lost his way, and finally lost himself. Only now is he beginning to find the road back.Sanches was one of the world’s most valuable teenagers after Euro 2016.Bartlomiej Zborowski/European Pressphoto AgencyIn a HurryRenato Paiva, the coach of Benfica’s under-19 team at the time, had pinned the set-piece routines to the locker room wall and gone outside. A few minutes later, he returned, and found a group of players in conclave, with Sanches at their center. “I’d put down who was going to take free kicks short,” Paiva said. “Renato was telling them all: ‘Don’t bother with short ones; the way we score goals is to get the ball into the box.’”Paiva slipped away, unnoticed. “I waited until after the warm-up,” he said. “I pulled him aside and asked him if he wanted to be a player or a manager. He said, ‘No, no, I want to be a player.’ So I told him to concentrate on that and leave the set-piece routines to me.”Sanches was clearly a young man in a hurry. He had been promoted to Paiva’s under-19 team early, one of a handful of players — including Manchester City’s Rúben Dias — to be fast-tracked straight from the under-17s. “When he first joined us, he said to me that he was not here to watch, and he was here to play,” said Paiva, who said he replied: “You show that on the field, not in conversation.”When Sanches did, another leap followed. He was 17 when he made his professional debut, for Benfica’s second-string team. Within a year, the first team called for him. “The transfer market was closed, and the first-team manager, Rui Vitória, needed an energetic midfielder,” Paiva said. “It was the sort of time where you have to experiment, so he took Renato and gave him a chance. That is soccer: It is about the moment.”Though circumstance had fallen in his favor, nobody at Benfica doubted he was ready. “It was fast,” said Nuno Gomes, the director of Benfica’s youth academy at the time. “But if you had watched him play at all those levels, as I did, then you would not have been surprised.”If anything, though, Sanches was just getting going. His first start for Benfica’s first team was on Nov. 25, 2015. Within six months, he had been selected as part of Portugal’s squad for the European Championship and sold to Bayern Munich for a king’s ransom.Sanches was 18 when he joined the first team with Benfica.Peter Kneffel/European Pressphoto AgencyA stint at Bayern Munich didn’t go as well as he hoped.Christof Stache/Agence France-Presse — Getty ImagesA move to France’s Lille brought a way out and a French title.Michel Spingler/Associated PressThat, Paiva said, had not necessarily been part of the plan. Benfica had been preparing a new contract, hoping to keep him with the club for a couple more years. As soon as Bayern’s offer came in, though, the equation changed. “It is very difficult, even for the biggest club in Portugal, to compete with those teams,” Gomes said. “The value of the offer, and also the wages being offered to the player, were too big to refuse.”Even if Sanches’s departure came earlier than planned, Gomes, like everyone else with Benfica, assumed that his rapid trajectory would continue in Germany. “We thought he would perform well there,” he said. Paiva, though, harbored a few doubts. “He still had a lot to improve, especially tactically,” he said. “Economically, selling him was the only thing the club could have done. But was it the right time in terms of the development of the player? No.”Watching the RainSanches’s most memorable contribution to English soccer was not a flattering one. It came in a road game against Chelsea. Sanches, wearing the red alternative jersey of Swansea City, the team he had joined on loan in 2017, picked up the ball and glanced to his left, looking for a pass.As he did so, the electronic advertising boards running around the perimeter of the field changed display, the red logo of an energy drink brand suddenly flashing. You can predict the punchline. Instead of passing to one of the two teammates equidistant from the logo, Sanches sent the ball to the advertising board itself. Somehow, the fact that he got the pass exactly right — it hit the logo, square and plum — added to the farce.Sanches’s spell at Swansea has long been filed away as one of those curious, comic interludes that English soccer does so well. That he was there at all — only a year or so after he had emerged, fully formed, as European soccer’s next sensation — was strange enough. That he should have made so little impact made it only more baffling still.“I think, if I’m honest, that he never really wanted to be here,” said Alan Curtis, a longstanding member of Swansea’s coaching staff, and now an honorary club president. “I think he was sent here.”A spell with Swansea was probably the low point.Andrew Boyers/ReutersSanches’s first season with Bayern was underwhelming, but hardly embarrassing. The club raised the idea of sending him out on loan, to allow him to get more regular game time, accelerating his development. “If he stays, no problem,” his coach at Bayern, Carlo Ancelotti, said. “If he goes, also no problem.” It was hardly a ringing endorsement.Ancelotti’s former assistant, Paul Clement, was in charge at Swansea, and used his relationship to pitch South Wales as a possible destination. Sanches had moved to Wales on his own, though, and while Swansea’s staff and squad did their best to “look out for him,” he struggled to settle.“I think he wanted, if he was in the Premier League, to be in London,” Curtis said. “This is a beautiful part of the world, with some amazing walks and some stunning beaches, but it’s quiet.“We can control a lot of things, but we can’t turn Swansea into a teeming metropolis. No matter how much you want it to work, if a player is not happy, if there is something in the back of their mind, then it is hard to perform.” Clement — fired in December of that season, after a poor start — said it seemed to him as if Sanches had “the weight of the world on his shoulders.”That, certainly, is how the player remembered it. “Everything went wrong,” he wrote in an article for The Players’ Tribune a couple of years later. “Just as I was adjusting to my new team, I got these weird injuries. I had never had injury trouble before, but all of a sudden I was out for months, sitting alone in an apartment in Swansea, watching it rain all day.”He returned to Bayern — where he was promised a fresh start under Ancelotti’s eventual replacement, Niko Kovac — but he remained a peripheral figure. “This is not how any of this was supposed to go,” Sanches wrote at the time.He grew frustrated, the impatience that had once supercharged his rise now speeding his downfall. At the start of the 2019-20 season, he either forgot or refused to do a warm-down session after Bayern’s first game of the campaign. He had appeared, briefly, as a late substitute. He remembered, though, to give a television interview suggesting he wanted to play more regularly, or leave.Sanches was a rising star at Euro 2016, but the label faded as he struggled to find a club role.Hugo Delgado/EPA, via ShutterstockThe Way BackPaiva saw the move and recognized it instantly. He was watching Portugal’s opening game of Euro 2020 — the 3-0 win against Hungary this week — from Ecuador, where he is coaching Independiente del Valle, but it transported him back to Benfica’s youth academy.A few minutes after his introduction as a substitute, Sanches picked the ball up on the right flank and darted past one opponent. He cut inside, and squared up to two more. He barreled straight past both of them through sheer force of will and continued his run. He looked up and slipped a pass into Rafa Silva, who drew a foul, won a penalty and secured the victory.“That was pure Renato,” Paiva said. “It showed everything about him: his ability, his power, his determination, his will to win. It is what he did at every level when he was younger. He was on the field for 10 minutes, but he used it like it was 100.”Even after all he has been through, those that know him well are sure that the ability that marked him out for greatness is still there. It was never an illusion. It had not disappeared. It was just lying dormant.Sanches, over these last two years, has started to right his course. It began with a move to Lille, only a few days after that disruptive interview while still at Bayern. He was not cheap — he was, at the time, the most expensive player in the club’s history — and his impact was not immediate.Pegged for stardom, Sanches has often remained in the shadow of more high-profile teammates instead.Pool photo by Tibor Illyes“You arrive at Lille, having not played for several seasons,” the club’s manager, Christophe Galtier, said a few months after his arrival. “You might ask yourself if you have made the right choice, or have the required level. He needed reassuring.” Galtier has advised him to “relax” a little, to be less impatient.The change of environment has worked. Sanches, who has played most often on the right of midfield, emerged as one of the driving forces behind Lille’s unexpected French title. Europe’s big clubs, including Liverpool and Manchester United, are said to be circling once again.He is back on the Portugal squad, too, back in the European Championship, back to where he was before, the world at his feet. “I feel much better than in 2016,” Sanches said last month. “I feel more capable, more experienced. I feel prepared to play more and more.”He has come full circle. Now, at last, he is ready to start his journey again. More

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      Stunning Soccer Moments in European Championship History

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      UEFA Euro 2020, delayed by the pandemic, will sweep across the continent into July.The 16th European Championship, UEFA Euro 2020, is finally about to start, having been delayed until this year because of the pandemic.The soccer tournament, held every four years, began as a four-team event in 1960, won by the Soviet Union, and was hosted by one or at most two countries. But it has since grown. This year’s event, from Friday to July 11, will be a 24-team Pan-European extravaganza, with 11 host nations staging matches.Six groups of four teams will play a round-robin format, with group winners, runners-up and the four third-place teams with the best records advancing to the single-elimination rounds. Baku, Azerbaijan; Munich; St. Petersburg, Russia; and Rome will host the quarterfinals; the semifinals and the championship game are set for Wembley Stadium in London.And fans will be in the stands. Except for Budapest’s Puskas Arena, which will allow full houses, stadiums will fill only 25 percent to 50 percent of their capacity.Dreamed up by Henri Delaunay, the first head of European soccer’s governing body, UEFA, the European Championship is second in popularity and prestige to only the World Cup.The last UEFA championship, held in 2016, was won by Portugal, even though its star, Cristiano Ronaldo, left the game early with an injury. Here are a handful of the tournament’s most memorable moments.Magic Marco, 1988The Netherlands, the “nearly team” of world soccer, won its first and only title with a 2-0 victory over the Soviet Union in Munich. In the 32nd minute of the final match, the Dutch captain Ruud Gullit took advantage of a poorly cleared corner to head in the return ball. Later, at the other end, goalkeeper Hans van Breukelen gave away and then saved a penalty from Igor Belanov. Both plays were vital but ultimately were overshadowed byGullit’s goal.In the 54th minute, midfielder Arnold Muhren lofted a high cross from the left, a few yards outside the Soviet penalty area. Marco van Basten, level with Muhren when the pass was made, strode down the far right side of the area, met the ball in midair, and swung in a wicked volley from an acute angle that flew over Rinat Dasayev (one of the game’s better keepers) into the far corner for the second goal.The game was effectively over at the point, but the stadium didn’t stop buzzing because a goal like that is rare, especially in a final. It was masterful technique, timing and skill, from the weight and arc of Muhren’s pass, to van Basten’s run and audacious finish. The ball didn’t hit the ground from the moment it left Muhren’s foot until it was pulled out of the net. Rinus Michels, the Dutch coach, covered his eyes in disbelief.John Jensen, right, was an unexpected force for Denmark, a late addition to the 1992 tournament. He scored the Danes’ first goal in a 2-0 victory against Germany in the final.Paul Popper/Popperfoto, via Getty ImagesJensen’s Big Boot, 1992Sweden hosted Euro ’92 with the slogan “Small Is Beautiful.” The tournament also had a fairy tale ending. After Yugoslavia was expelled from the competition in the spring because of an escalating civil war, Denmark was a late addition. The squad wasn’t quite scooped off the beach, but not too far off.The Danes weren’t a ragtag gang, though. They had a smattering of journeymen from the Bundesliga and goalkeeper Peter Schmeichel, in his first year with Manchester United.Denmark’s campaign sparked to life with a late 2-1 win over France that put it in the semifinals against the defending champion, the Netherlands. The Danes won, 5-4, on penalties.Having dispensed with the European champion, Denmark faced the reigning world champion, a reunified Germany (now with added East Germans). Predictably, Germany dominated early, but unpredictably John Jensen gave the Danes the lead. Jensen, for whom self-belief and ambition trumped technique, usually had his shots clear not only the goal, but also the running track and several rows of seats. Not this time. He hit the roof of the German net with a decisive wallop.Denmark defended capably, and Schmeichel rescued the team when it didn’t. After Kim Vilfort added an insurance goal, the Danish fans sang, “Deutschland, Deutschland, Alles ist vorbei” (“Germany, Germany, it’s all over”).Small might have been beautiful, but Euro ’92 was the last eight-team tournament. Four years later in England, the field doubled. And Jensen? He headed to England too, and continued to shoot wildly from distance, finding the net only once in 138 league appearances for Arsenal.Andreas Möller, left, celebrating with Andreas Köpke, Dieter Eilts, Markus Babbel and Thomas Helmer after Germany’s victory in the 1996 final over the Czech Republic.Paul Popper/Popperfoto, via Getty ImagesHome to England, 1996Billed as a return to the game’s spiritual roots, Euro ’96 was in England. “Football’s Coming Home” was the chant featured in the song “Three Lions.”And indeed, the English notched a 4-1 win over the Dutch and beat Spain, with penalty kicks.But the semifinal presented a big impediment: Germany. England played well, but so did Germany. Stefan Kuntz of Germany tied the score after Alan Shearer’s early goal for England. Sure enough, the tie resulted in a shootout. Each team scored five times. Gareth Southgate of England then hit a weak shot that was saved. Amid the general sympathy for Southgate afterward was a notable dissent: from his mother, Barbara. “Why didn’t you just belt it?” she said.Andreas Möller smashed home Germany’s winner, then stood defiantly, hands on hips.Germany won its third title with what is known as a golden goal (in sudden-death overtime), beating the Czech Republic, 2-1. Both goals came from the substitute Oliver Bierhoff, the first a well-directed downward header, the second a low shot that hit off the hand of keeper Petr Kouba and rolled in off the post. It brought to mind the dictum of the former England striker Gary Lineker:“Football is a simple game. Twenty-two men chase a ball for 90 minutes and at the end, the Germans always win.”Zinedine Zidane, center, during France’s 2-1 victory over Italy in the 2000 final. He carried his team to the title match with a golden-goal penalty against Portugal in the semifinals.Pierre Lahalle/Corbis/VCG, via Getty ImagesZizou’s Light Touch, 2000France’s feel-good home World Cup win in 1998 was hailed as a multicultural phenomenon, Parisian sidewalks spilling over with fans shouting, “Black, Blanc, Beur,” referring to the team’s Black, white and North African players. On the field, defenders got the big goals (Lilian Thuram and Laurent Blanc), and France won without really clicking; not until the final did Zinedine Zidane find his footing.Fast-forward two years, and the team had blossomed into beautiful worldbeaters. Thierry Henry was a star striker, Emmanuel Petit, Patrick Vieira and Didier Deschamps powered the midfield, and Zizou, as Zidane is known, did everything else. He was simply at the top of his game. The strength and acceleration, the close control, the feather-light touch, the ability to pick up a ball and gracefully drag opponents across a field, then shake them off and craft the perfect pass — he was peerless.In the semifinal against Portugal, he was tirelessly inventive. When a move broke down, he demanded the ball and tried something new. And he carried his team into the final with a coolly taken golden-goal penalty.Zidane’s self-belief infused his teammates. Even when they trailed Italy in the final, the French looked as if they would find a way to win. Sylvain Wiltord’s late equalizer disheartened Italy and emboldened France. Then David Trezeguet’s fine volley in the 103rd minute confirmed what everyone knew: France was the best in Europe and world champion, and its midfield maestro was on another planet.An injured Cristiano Ronaldo joined Coach Fernando Santos in directing Portugal to the 2016 championship in the final against France.Mustafa Yalcin/Anadolu Agency, via Getty ImagesCoach Ronnie, 2016He has won a ton of trophies with his clubs, but international success has always eluded Cristiano Ronaldo.At 19, he cried uncontrollably as Greece ruined Portugal’s party when it hosted the tournament in 2004. In 2012, he was an unused penalty taker in a semifinal loss to Spain.In 2016, he was in a mood, seizing a television microphone during a team walk and flinging it into a nearby lake. But Portugal squeaked into the elimination rounds, defeating Croatia, Poland and Wales to get to the final — against the hotly favored host nation, France.The teams emerged to a carpet of moths, drawn by the Stade de France lights. It didn’t take long to end Ronaldo’s night. An ugly collision with Dimitri Payet in the eighth minute left him writhing in pain. He returned with his leg bandaged but collapsed and was carried off.Then the world saw a different Ronaldo. He prowled the sideline, cursed, cheered, shadowed Coach Fernando Santos, barked instructions at his teammates and roared them on, a limping amalgam of coach and superfan. The TV cameras lapped it up.And when Eder scored the winner 20 minutes into overtime, Ronaldo celebrated like the other Portuguese spectators.Often derided as a one-man team, Portugal had accomplished the unthinkable: winning without its talisman.Greece’s Traianos Dellas, left, scored the winner against the Czech Republic in the 2004 semifinals, and later hoisted the trophy with teammates.Tony Marshall/EMPICS, via Getty ImagesKing Otto and His Underdogs, 2004Greece’s 2004 triumph was a giant upset. Make that a series of upsets, as the Greeks twice defeated France, the host nation and reigning champion, and beat Euro 2004’s best team, the Czech Republic, en route to its first international title.A nation that had never won a single game at a major tournament, Greece was regarded as a soft touch and routinely troubled by indiscipline and infighting. But it was transformed by the veteran German coach Otto Rehhagel.“King Otto” instilled organization, discipline and a strong work ethic. The team won ugly, but it was a nightmare to play against. Nothing gave the Greeks more pleasure than watching the air drain out of puffed-up opponents. Faced with banks of blue and white jerseys, harried in the midfield and with dedicated defenders stalking their attackers, other teams were reduced to disaffected spectators.Although Greek scoring chances were rare, the team excelled at the most effective tool of the underdog’s arsenal: the set piece, winning the semifinal and final with headers from corner kicks. In the semifinal, the Greeks took advantage of a silver goal (a form of sudden death that allowed an opponent the remainder of an overtime period to tie the score). Traianos Dellas ghosted between a pair of Czech defenders to head home a corner at the end of the first 15-minute overtime.“I realized when we were given the corner that exactly 14 minutes 36 seconds of overtime had been played,” Dellas said. “I said to myself that now we must do it. Someone heard me.”In the 2008 quarterfinals, Andrei Arshavin of Russia mugged for the camera after his low drive nutmegged the Netherlands goalkeeper Edwin van der Sar in overtime.Laurence Griffiths/Getty ImagesArshavin Sparkles, 2008For the Russia midfielder Andrei Arshavin, Euro 2008 began with a two-game suspension for violent conduct in a qualifier. Guus Hiddink, Russia’s Dutch coach with a reputation for creating overachieving national teams (most recently South Korea and Australia), saw something special in Arshavin, who resembled a cartoon throwback to another era: a bowl haircut, rosy cheeks and uniforms that looked like a big brother’s hand-me-downs.But what talent. He had a low center of gravity, magnetic ball control, a rocket of a shot and a willingness to try anything.Arshavin scored in a 2-0 win over Sweden to secure a quarterfinal matchup with the Netherlands, one of Hiddink’s former employers.“When I’m a traitor, I like to be a very good traitor,” Hiddink said before the game. “I want to be the traitor of the year in Holland.”A late Ruud van Nistelrooy goal for the Netherlands sent the game into overtime at 1-1. Then Arshavin popped up in spectacular fashion. First, he tore down the left flank to the endline, turned and sublimely chipped his defender, giving Dmitri Torbinski the ball to back-heel into the net. Then Arshavin settled matters with a low drive that nutmegged keeper Edwin van der Sar. Arshavin gave a comical shrug for the camera, before pressing an index finger to his lips.Russia lost its semifinal, 3-0, to the eventual champion, Spain, which had a stockpile of midfield tyros of its own. That winter, Arshavin moved from Zenit St. Petersburg to England, treating fans to occasional brilliance before he faded and headed home, where he made headlines exiting a strip club on horseback.Antonin Panenka, kissing the trophy, used a long run-up to loft a penalty kick that sealed Czechoslovakia’s win over West Germany in the 1976 final.Peter Robinson/EMPICS, via Getty ImagesA Panenka, 1976The 1976 European Championship was the last to have only four teams — and the first decided on a penalty shootout.West Germany and Czechoslovakia were deadlocked after 120 minutes. The Czechs went ahead, 4-3, in penalty kicks when Uli Hoeness fired his shot over the bar. Enter Antonin Panenka. He made a long run-up and goalie Sepp Maier committed early; what followed has been variously described as a spoon, a shovel, a slice, a chip or a gently lofted shot that floated over the line and plopped into the back of the net. These days, fans simply call it a Panenka. Czechoslovakia won the tournament.Panenka hadn’t had a sudden inspiration. He had been practicing his specialty during training sessions with his goalkeeper, according to Ben Lyttleton’s book and blog, “Twelve Yards.”“My run-up was always longer to gain a bit of extra time, and faster so the goalkeeper doesn’t have a chance to change direction,” Panenka told Lyttleton. “The shot should not be too fast; you have to chip the ball so it glides.“I always tried to entertain fans, to do something unexpected so they could talk about it after matches,” he said. “And all my goals, all my assists and passes have been forgotten because of this penalty. So, I am obviously proud of the penalty, but also a little bit sorry, too.” More

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      How to Watch Euro 2020: Schedule, Location, Teams and More

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      11 cities, 24 teams and hundreds of headaches: The European soccer championship is here after a year’s delay. Here’s what you need to know.The European Championship, generally considered the biggest soccer tournament after the World Cup, is being held this summer after a year’s delay because of the coronavirus pandemic. Here’s a rundown on the teams, the players and the host cities for what is still being called Euro 2020.When and where is the tournament?Euro 2020 — back on, with a few changes, but still refusing to admit it’s 2021 now — runs from June 11 to July 11.The Euros, like the World Cup, traditionally have been hosted by one country, or two in partnership. But for the current edition, European soccer’s governing body, UEFA, decided to spread the games around to at least a dozen cities across Europe. The choice was not universally supported, given the inherent logistical hurdles of managing sites as far apart as Spain and Azerbaijan. But it turned out to be an even more awkward decision once the coronavirus hit.First, the entire tournament was postponed a year. Then, only weeks before the first game, coronavirus restrictions for several more changes: Dublin lost its games, and several matches in Spain were shifted to Seville from Bilbao.Unless something else changes, 11 European cities will host games: Amsterdam, Baku, Bucharest, Budapest, Budapest, Copenhagen, Glasgow, London, Munich, Seville, St. Petersburg.The first game, Italy vs. Turkey, is June 11 in Rome. The knockout stages begin on June 26, and the semifinals and final all will take place at Wembley Stadium in London. The final is July 11.Robert Lewandowski, who broke the Bundesliga goals record this season, is Poland’s biggest threat.Roman Koksarov/Associated PressWho’s playing?Twenty-four teams qualified for the tournament, including all the major European powers you would expect: France, Spain, Italy, Germany, England. New rules created qualifying paths for lower-profile countries who normally miss out, allowing North Macedonia to qualify for the first time. Finland, which qualified in the traditional way, is also making its debut.Just about all the top-name players from Europe, like Robert Lewandowski of Poland, Cristiano Ronaldo of Portugal and Kylian Mbappé of France, will be there. Karim Benzema is back in the French team after being dropped five years ago in a sex tape blackmail scandal, but several top players are out, and Spain will arrived at a major tournament without a Real Madrid player for the first time.Who’s missing?Qualifying knocked out regular faces like Serbia and Norway, and Romania and Azerbaijan will host games even as their teams failed to make the field.The absence of Norway will mean no Erling Haaland, whose transfer saga may be the story of the summer. Also missing will be Zlatan Ibrahimovic of Sweden, who has a knee injury, and the veteran Spain defender Sergio Ramos, who was omitted by his coach because of fitness concerns. The Netherlands goalkeeper Jasper Cillessen was dropped after testing positive for the coronavirus, and Germany’s Toni Kroos has only recently returned to training after a recent bout with it.A more recent, more worrisome injury has Belgium concerned: its star midfielder Kevin de Bruyne of Belgium sustained a fractured nose and eye socket in the Champions League final. His status for the monthlong tournament is unclear.Will fans be allowed?Yes, but the numbers and rules vary by city, and the rules are still changing. Scotland recently urged its fans, who can attend games in Glasgow, not to travel to London when the team plays there.The shifting of matches may not be over, either. As teams advance, the tournament schedule still could be affected by rules about travel set by various European governments.Who has won in the past?Portugal is the defending champion. The tournament dates to 1960, and Germany and Spain have the most wins, with three. England is the highest-profile team never to have won it (or even made the final).Who is going to win this time?France is the favorite in the betting at this stage, with England just behind. But the tournament is considered quite open, with Belgium, Spain, Germany, Portugal, Italy and the Netherlands all given a fighting chance. Slovakia and Hungary have the longest shots, at 500-1 or more.Thomas Müller and Germany will rank, as usual, among the tournament favorites.Andreas Schaad/Associated PressYou can also bet on who will score the most goals: The current favorites there are Harry Kane of England, Romelu Lukaku of Belgium, France’s Mbappé and Portugal’s Ronaldo.How does the tournament work?The 24 teams are divided into six groups of four and play three games each in the preliminary round. The top two teams from each group, plus four of the six third-place teams, all advance to a 16-team knockout round.After that, it’s single elimination, with tied games heading to extra time and then penalty kicks, if necessary, to produce a winner.How can I watch?In the United States, the bulk of the games will be on ESPN, with a few on ABC. When two games are played simultaneously, one will run on ESPN2 instead. For Spanish language coverage, many games will be on Univision. Games also will be streamed on ESPN+.Broadcasters elsewhere include Bell Media and TVA (Canada), BBC and ITV (Britain), Optus (Australia), M6 and TF1 (France), ARD and ZDF (Germany) and Wowow (Japan). Here’s a complete list.Now, the most important question. Is there a mascot?Yes. He is Skillzy. He is reportedly inspired by “freestyling, street football and panna,” which is a fancy term for a nutmeg, the move in which a player kicks the ball through an opponent’s legs.Skillzy follows in the footsteps of Super Victor (France 2016), Goaliath (England 1996) and Pinocchio (Italy 1980).Like many sporting mascots, Skillzy has drawn a mixed reception. You be the judge.You might say the Euro 2020 mascot, Skillzy, is edgy. You might also wonder why he’s wearing a hoodie and long sleeves in the summer heat.Robert Ghement/EPA, via Shutterstock More

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      Juventus Finds Its Fall Guy in Andrea Pirlo

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      Andrea Pirlo was given a difficult task and failed at it. But if Juventus misses out on next season’s Champions League, it won’t be entirely his fault.The jokes almost wrote themselves. Last summer, Juventus announced that it had installed Andrea Pirlo as coach of its under-23 team. It was a thoroughly sensible idea: the perfect place for a beloved former player to cut his teeth in a new phase of his career, the ideal spot for him to take his first job in management.The same, at the time, could not be said for what came next. Ten days after getting that job, Pirlo was handed another, this time as coach of Juventus’s first team, the one that included not only several of his former teammates, but Cristiano Ronaldo, too. And so the jokes came, cheap and quick and irresistible. Pirlo must have really impressed in those eight days! No wonder he got the job: He’d never lost a game!The official explanation was only a little more convincing. “Today’s choice is based on the belief that Pirlo has what it takes to lead an expert and talented squad to new successes,” a Juventus club statement read. There seemed to be only three feasible, overlapping explanations, and none of them reflected especially well on the team’s hierarchy.One — the most likely — was that it had decided to fire his predecessor, Maurizio Sarri, with little time to find a replacement who was not already in-house. Pirlo just so happened to be in the right place at the right time.The second explanation held that Pirlo was a place-holder, willing to do the job for a year or two, until a more suitable candidate became available.And third was the thought that, after nine Serie A titles in nine years, Juventus had come to the conclusion that it could employ anyone it wanted — the least talented of the Backstreet Boys, a friendly spaniel, or maybe, at a push, Sam Allardyce — and still win the league.Whatever the club’s thinking, its folly was ruthlessly exposed over the subsequent nine months. It is not just that Juventus has ceded its title, or even that it has surrendered its dynasty so meekly. It is that the decline has been far steeper, far quicker and far more consequential than the club could possibly have imagined.On Saturday, Juventus hosts Inter Milan — the team coached by its former manager, Antonio Conte, and overseen by its former technical director, Giuseppe Marotta, and that has swept to the championship this year — knowing that it must win if it is to retain any realistic ambition of playing in the Champions League next season. Otherwise, barring a collapse from one or more of Atalanta, A.C. Milan or Napoli, the ignominy of the Europa League beckons in Turin.Juventus currently lies in fifth place in Italy, just outside the Champions League places for next season.Alessandro Di Marco/EPA, via ShutterstockThe likelihood, of course, is that much of the blame for that will be placed squarely on Pirlo’s shoulders. Already, his future is the subject of intense scrutiny in the Italian news media: There have been various reports in the last few weeks of emergency talks inside the club to establish whether he will be allowed to fulfill the second and final year of his contract.Outside, too, he seems to have been identified as the source of the problem. This week, a handful of Juventus fans confronted — though that is not quite the right word for what was, basically, quite a congenial conversation — the veteran goalkeeper Gianluigi Buffon outside a training facility the club was using and asked if it was true that the squad had given up on its rookie manager. Buffon assured the supporters it was not true.Regardless, Pirlo is experienced enough to know this is how it works. The manager is always the fall guy, and particularly in these circumstances. Juventus had won nine consecutive titles with experienced managers at its helm. The year it appointed a neophyte, it collapsed. It is hardly outrageous to believe those two things might be connected.For all the significance they are afforded, for all that we hang on their every word and elevate the best of them to guru status, managers do not make quite as much difference as we think. There have been several academic studies on how much of an impact they have on results. The book “Soccernomics” held that managers account for, at most, 8 percent of a team’s performance. “The Numbers Game” had it slightly higher. Neither estimate puts a manager’s significance close to the importance of money, or luck.That is not to say managers do not matter. Elite soccer, in particular, is a sport of the very finest of margins; often, all that separates great triumph from bitter disappointment is a momentary lapse of concentration here or a little extra fitness there. A single, controllable factor that affects 8 percent of the outcome matters a great deal.Inter Milan, led by the former Juventus manager Antonio Conte, won its first Italian title in a decade this season.Matteo Bazzi/EPA, via ShutterstockPirlo would, on the surface, seem to be proof of that. Juventus had what appeared to be an unassailable advantage over its domestic competition for almost a decade, and yet when it traded an experienced manager for an inexperienced one, it slumped not by a few points, but from first to, potentially, fifth. Eight percent is the difference, it turns out, between Serie A titles and the Europa League.A little deeper, though, the picture is more complex. The reason that soccer tends to react to disappointment by changing the manager is that it offers the illusion of the simple solution: Fix that 8 percent and everything else will follow. In the case of Juventus — in every case, for that matter — it does not quite work like that.The club that Pirlo inherited was not quite the smooth-running machine it appeared. His appointment itself was proof of that: He was hired on short notice because the incumbent, Sarri, had proved stylistically unsuited to the squad. Pirlo, from the start, appeared equally ill matched: The soccer he wanted to play did not seem to be the sort of soccer that fit the players at his disposal.Pirlo didn’t create the problems at Juventus, but he didn’t fix them, either.Alberto Lingria/ReutersThat sort of disjointed, disconnected thinking has infected almost everything Juventus has done for some time, perhaps since it last reached the Champions League final in 2017. The signing of Ronaldo — a hugely expensive indulgence, even if his performances preclude its being called a mistake — is the most glaring example. But there are many more.Juventus has spent the past few years desperately trying to offload whomever it can in order to reduce its salary commitments and to comply with European soccer’s financial regulations, often relying on curious swaps to do so: João Cancelo for Manchester City’s Danilo, Miralem Pjanic for Barcelona’s Arthur. It has left many on the squad feeling unwanted and uninvested.At one point, Juventus lent Gonzalo Higuaín to A.C. Milan and then Chelsea, only to welcome him back when Sarri was appointed. It then spent a summer trying to offload the playmaker Paulo Dybala, arguably its most gifted attacker other than Ronaldo, in order to pay Higuaín’s wages.Dybala stayed and, eventually, Higuaín left. Last season, Juventus was forced to leave Emre Can off its Champions League squad — without offering him any warning — because its playing resources were so bloated. He departed soon after, along with a clutch of other exiled veterans.Even the signing of Ronaldo — a commercial success and, broadly, a sporting one, too — has hardly been an exercise in joined-up thinking. At this stage in his career, Ronaldo is effectively a pared-down attacking spearhead; he cannot, or at least does not, run and press as he might have done a decade ago. And yet Juventus has presented him with two coaches whose approaches work only if attackers do just that: first Sarri, and now Pirlo.Will Cristiano Ronaldo accompany Juventus into the Europa League next season?Marco Bertorello/Agence France-Presse — Getty ImagesIt is easy to see why Juventus would want to assume that Pirlo is the source of all of its troubles, to decide that changing the coach, swapping out the rookie for a more garlanded name, has the air of a panacea. It was a gamble, and it backfired. He wasn’t good enough, not yet. It was too much, too soon.That might all be true, but it is not the root of the problem. Pirlo is not a cause; he is a symptom. The issue, for Juventus, is not with the man who got the job, it is with the people who gave it to him, whose expertise runs so deep that they took a coach with eight days’ experience and threw him into one of the most challenging jobs in Europe, and expected it all to work out fine.A coach, after all, makes only 8 percent of the difference. The other 92 percent comes from the structure and the organization and the thinking behind the manager. Perhaps, as Juventus confronts its demise, the blame should be apportioned on similar lines.The Meaning of the CupBrendan Rodgers and Jamie Vardy haven’t given up on the cup’s magic.Pool photo by Richard HeathcoteIt is the memories passed down between the generations that slowly, steadily accrete into something that becomes a tradition, and so it is with the greatest tradition in English soccer: worrying about the diminishing majesty of the F.A. Cup.Those who were there speak in hushed tones of the year that Manchester United was forced to pull out because the authorities wanted the team to play in a tournament in Brazil instead, or of the time that Liverpool sent out a squad of under-7s because the club had a more important game in Qatar the next day.But every club has its own story: a set of reserves sent out to play so as to save the first team for the league; a manager admitting that the cup is a distraction from the much more important business of securing 14th place, rather than 15th, in the Championship.Nowhere is this played out in more somber tones than on British television, where the only thing that interrupts the self-flagellation about the demise of the magic of the cup is the advertising proclaiming that it is, in fact, alive and well. It is a rich irony, because what has destroyed the cup more than anything else is television, both because of the money it has poured into the Premier League and because of its insatiable demand for content.One of the things that made the cup final special was the fact that it had a whole day reserved for it: We called it “cup final day.” There is no better gauge of its reduction in status than the fact that this year the game — Chelsea vs. Leicester on Saturday — will be squeezed in between Southampton’s meeting with Fulham and Brighton’s match with West Ham.Still, there is hope. The other problem faced by the F.A. Cup these days is that it is almost always won by a team that considers it, at best, a consolation prize and, at worst, an afterthought, as Chelsea will if it emerges victorious at Wembley this weekend. It is nice for Chelsea, winning the F.A. Cup, but its eyes are cast on much brighter horizons.Things are different for its opponent, Leicester City. Leicester has never won the cup. It came close, three times, in the 1960s, but lost in each final it reached. For some time — possibly until it won the Premier League in 2016 — those defeats defined the club, at least in the eyes of a generation of fans. This weekend is a long-awaited chance to address that longing.Winning the cup would mean a lot to Leicester — so much, in fact, that it might even have the power to change the meaning of the cup itself, to prove that the rumors of its demise have been exaggerated, that it does not have a fixed value, but rather that it signifies rather more in some contexts than in others and that, in the right hands, it still matters very much indeed.Glory DaysSporting, which ended a long title drought this week in Lisbon.Pedro Nunes/ReutersFrom a Premier League perspective, this pandemic season has not brought quite so much chaos as anticipated. Manchester City, for the third time in four years, stands as English champion. It is the same in Germany, where Robert Lewandowski’s Bayern Munich picked up a ninth consecutive championship last weekend.Elsewhere, though, the picture is different. Inter Milan had waited 11 years to win Serie A. Lille is two games from winning its first French title in a decade. Atlético Madrid needs two more wins to claim the Spanish championship for the first time since 2014.But no club had waited quite so long as Sporting Lisbon (yes, yes, I know: Sporting Clube de Portugal). Until this week, it had been 19 years since the club last won the league, almost two decades of watching its two great rivals, F.C. Porto and Benfica, trade the title between them.Under Rúben Amorim, its promising coach, Sporting has ended that purgatory in style, going through the season undefeated. That it did so in a season of empty stadiums is a shame, of course, but it did not seem to diminish the celebrations in Lisbon on Tuesday.A word, too, for Ajax, champion yet again in the Netherlands. Rather than mount the trophy it received for winning the Eredivisie in its museum, the club chose to melt it down and create tens of thousands of little stars, one to be sent to each season-ticket holder, a reward for their perseverance in this most difficult of years, something to hold close as a memento of the year they had to stay apart.Not All Ideas Are Bad IdeasNever, it seems, underestimate the vengeance of a governing body scorned. In the month or so since the chaotic life and unmourned death of the European Super League, UEFA has been unsparing in its pursuit of the dozen clubs who concocted the plan, its own little Catilines.Nine of the teams were made to sign a humiliating mea culpa, repudiating their rebellion and promising never to do it again. Particular venom has been reserved, though, for Real Madrid, Barcelona and Juventus, the three holdouts. UEFA has commissioned a disciplinary panel to decide their fate, and the domestic leagues of Spain and Italy may follow suit. The latter is already threatening to deny Juventus a license for next season unless it performs repentance.There is no doubt, of course, that much of the anger over the proposed breakaway was justified. There is little reason to sympathize at all with any of the clubs involved. But that does not mean that UEFA is best advised to use its new power — or, rather, its long-term foes’ sudden impotence — as nothing more than a cat o’ nine tails.Bringing the mutineers to heel provides short-term satisfaction, of course. It flexes the muscles, slakes the thirst for vindication. But it also risks failing to engage with some of the ideas that lay beneath the self-interest and opportunism of the breakaway — some of which, like proper financial controls, are worthy of consideration.Fans in Manchester after City clinched the Premier League title on Tuesday. Soccer’s current economic systems work just fine for the fans and their club.Jon Super/Associated PressMost of all, though, UEFA is in danger of calcifying the status quo, offering it a false status as the final form of the game and demonizing all change at just the point when European soccer needs it most. Not change as devised by the elite, perhaps, but change of some sort.Currently, the economics of the game work for, at most, a couple of dozen clubs: those owned or operated by nation states or individuals of fabulous wealth, and the lesser lights of the Premier League. That is not enough. The central problem with the Super League was that it sought to put a pin in history, to freeze the elite forever as it happens to be now. UEFA’s taste for retribution risks doing precisely the same, but for the game as a whole.CorrespondenceA brilliantly curious question from Bill Eash. “The layout of most Premier League fields includes a small extension outside the playing field,” he points out, correctly. “Most of that surface is sloped to the barriers. I wonder: Are injuries incurred by that design? And what’s its real purpose?”Yes, very occasionally, players hurt themselves by being forced to run at full speed down a hill into a barrier, though thankfully not as often as you would think. And no, I have no real idea why some stadiums — Old Trafford has the starkest off-field slope, I think — are designed like that. I guess it’s to do with drainage, but it has always struck me as a strange idea.Pool photo by Ian WaltonLaurence Guttmacher has a similar “question of culture,” as he put it. “Soccer teams play a man down while someone warms up before entering the pitch. Basketball players enter a game after prolonged periods on the bench. Both sports involve similar physical demands, so why the difference in approach?”I haven’t watched enough basketball benches to confirm this thesis, but if it’s right, my instinct is that it must be rooted in some sort of tradition — soccer players do it because they always have, and basketball players don’t because they never have — and that basketball is probably wrong on this one. It would, I think, be a good idea if the players stretched before coming on. That’s just good sense, isn’t it?Luke Doncic, ready for any type of game to break out.Jerome Miron/USA Today Sports, via ReutersAnd the final one of this orthodoxy-challenging trifecta comes from Carl Lennertz, who asks about the relationship between “the transfer fee versus what the player earns.” This is an especially good one, and it is a subject we should think about more.Essentially, they are totally disconnected. There is no consequential link between a players’ salaries and the fees they can command: A player earning $250,000 a year could cost $50 million to sign; a player on $10 million a year might be given away for some nominal sum. Both are left entirely to the market to decide. I wonder, though, if it might not be a bad idea if that changed, and transfer fees were to become more, well, explicable.By contrast, Rob Haxell is here to pick holes in arguments, particularly my (borrowed) suggestion that there might be ways of reducing the elite teams’ ability to hoard talent. “I wonder how Liverpool would feel about Virgil van Dijk being available on a cut-price deal this summer because they didn’t give him enough playing time?” he wrote, fully aware that an injury exemption would not be an especially difficult thing to draw up. More

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      Soccer Samples Streetwear and Likes the Fit

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      Juventus reimagined its look, P.S.G. partnered with Jordan Brand, and now Arsenal and Inter Milan are following suit. But soccer’s interest in design has little to do with the sport.The lights at the Allianz Stadium cut out, and the music swelled. In the darkness, a small patch in the middle of the field seemed to glow. The center circle started to pulse and ripple. And then the grass itself appeared to get pulled away, as if it were nothing more than a tablecloth. Three words ran around the electronic advertising boards: “History. Passion. Lols.”The extravagant buildup did not seem to match the occasion. Juventus was at home to Genoa that night, a run-of-the-mill Serie A game. It was late October 2019, much too early in the season for the title to be decided or a trophy to be won. What mattered, though, was not what Juventus was playing for, but what the team was playing in.That night, Cristiano Ronaldo and his teammates would showcase a special edition jersey, designed in collaboration with its apparel partner, Adidas, and Palace, the maverick British skate and streetwear brand.The design toyed with the history and passion of Juventus, incorporating the team’s traditional bianconero stripes and the disruptive touches that had made Palace a streetwear phenomenon. The team’s logos and the player’s numbers were displayed in an acidic green. Toward the bottom, the stripes started to pixelate.The jersey was greeted as a masterpiece, but Juventus would never wear it again. By the time Ronaldo and his teammates took to the field against Torino a few days later, they were back in their regular uniforms. It did not matter. Later that week, the Palace jersey came online — or, as the streetwear world would put it, dropped.It sold out in 12 hours.Soccer goes popP.S.G. and Jordan Brand released their first collaboration in 2018.Franck Fife/Agence France-Presse — Getty ImagesA couple of years earlier, Juventus had held a lavish reception at the Museum of Science and Technology in Milan. The guest list included players past and present, but also pop-culture fixtures like Giorgio Moroder, the pioneering music producer, and the model and actress Emily Ratajkowski.The party was arranged to herald the dawn of a new era for the club. Its team was in the middle of an unmatched period of success on the field, establishing a run of dominance in Serie A, however, it risked being left behind by its Continental rivals. To remain competitive, it needed to close the revenue gap on clubs like Barcelona, Real Madrid and Manchester United, its chairman, Andrea Agnelli said. To do that, he was convinced, Juventus had to become “more pop.”He is not the only executive in European soccer to have that thought. In 2018, fans lined up around the block outside the Parc des Princes to get their hands on the first drop of a collaboration between Paris St.-Germain and Jordan Brand, a subsidiary of its primary apparel partner, Nike. Earlier this year, Arsenal unveiled a collaboration with 424, a streetwear brand based in Los Angeles.As with the audience for Juventus’s collection with Palace, the core market for these collaborations is not the club’s fans. It is not even, necessarily, fans of the sport. The collections are not intended to be worn as soccer products or as declarations of loyalty to a team; the tie-ins are not, as they are often presented, attempts by Europe’s insatiable superclubs to sell more tickets or to pick up more fans.The Juventus chairman Andrea Agnelli oversaw a complete rebranding of the club.Miguel Medina/Agence France-Presse — Getty Images“A lot of the people buying those P.S.G. Jordan shirts will not care about the team’s league position,” said Jordan Wise, a founder of Gaffer magazine and the creative agency False 9. “Many of them may not even like football.” That is precisely their value to clubs: an entirely untapped market, one not subject to the vicissitudes and tribalism that affect soccer fans.“Working with streetwear brands gives the clubs access to a completely different space,” Wise said. “But to do that, they have to think and look different: less like clubs, and more like sportswear brands.”No team has embraced that shift quite like Juventus. In 2016, at Agnelli’s instigation, the club decided to embark on a comprehensive rebrand. Every aspect of the team’s identity would be in play, including, most controversially, its iconic crest, a symbol that had roots stretching back more than a century.“It was more than just a change in the badge,” said Giorgio Ricci, Juventus’s chief financial officer. “It was a new visual identity, one which would enable us to be seen as innovative, one step ahead.”The club put the rebrand idea out to a number of marketing agencies, and eventually selected a pitch from Interbrand, a longstanding partner. Its approach had been risky: After consulting the company’s global network of creatives, Lidi Grimaldi, the managing director of Interbrand’s Milan bureau, decided against presenting the club with a suite of options, spreading their bets in the hopes that one caught the imagination.Instead, she said, Interbrand decided to go in with one design. Though the company had previously helped tweak the Juventus crest, making it a little less ornate, altering the color scheme a touch, this time Interbrand would suggest something more revolutionary. “Something really bold,” she said. Miguel Medina/Agence France-Presse — Getty ImagesMarco Bertorello/Agence France-Presse — Getty ImagesThey did not have much time. Because Juventus and Adidas needed to start work on the club’s jerseys for the next season, Interbrand had less than a month to get its ideas together. Rather than something that looked like a soccer crest, it designed a logo that had “more in common with Google or Apple or Nike,” Grimaldi said.There would be no depiction of a charging bull, as there had been on every version of the crest for more than a century. There would not even be a crest, as such: just a sleek and stylized J, a design that would form the centerpiece of and inspiration for an updated visual identity. That was no accident. “The whole strategy was to widen the spectrum of activities without abandoning the club’s core, which is football,” she said.To present the idea to the Juventus board, Interbrand made a short film, one that offered a glimpse into what this bold new future might look like: that stylized J emblazoned on cafes and hotels, adorning events, used in collaborations with cutting-edge fashion brands. The Juventus executives, including Agnelli, were thrilled, Grimaldi said. This was precisely the sort of sea change they had been seeking. The main response, she said, was: “Wow.”The club, of course, knew such a drastic change would not be universally welcomed. When the new logo was revealed, the reaction from fans was — at best — mixed. Juventus felt it had no choice but to ride out the storm.“We needed a new identity that could change the perception of Juventus among different stakeholders,” Ricci said. “One that could enlarge the scope and potential targets of our business. We needed a new identity that was suitable not just for core customers, but for new audiences, something that could be a trigger for creators.”Perhaps the best measure of its success came on Tuesday. After a similarly intensive design period, Inter Milan — Juventus’s fierce domestic rival — presented its own new crest, a simplified version of the badge that has graced the club’s jerseys for decades. Imitation, after all, is the sincerest form of flattery.The soccer entertainment complexFew clubs can match Manchester United’s revenue off the field.Oli Scarff/ReutersFor years, Manchester United has been held up as soccer’s gold standard in converting the sport’s unparalleled popularity into cold, hard cash.The partnership model it pioneered, combining 25 official club partners with a jumble of regional partners around the world, might have made it an easy target for satire — all those tractor and noodle endorsements — but it has also turned the club into a financial powerhouse, capable of earning a profit even during the coronavirus pandemic.Increasingly, though, the consumption habits of younger people are making that approach seem outdated. “We’re seeing a move away from the licensing model,” Wise said. “We know that Generation Z and millennials hate being sold to. That means it’s no longer enough to plaster a club’s badge on something and assume fans will buy it out of loyalty.”Instead, he said, partnerships must feel “authentic,” and the content used to promote them must “tell stories.” That authenticity was the logic behind the Juventus rebrand, not only of its crest but of the club’s whole visual persona, from its social media — using a bespoke font — to its branding.“It was about placing soccer in the broader entertainment framework,” Ricci said. “We see our competition not just as clubs, but things like the gaming industry.”For partners, the appeal is obvious. Soccer has a reach that no other aspect of culture can match. Cristiano Ronaldo has more followers on Instagram than anyone else on the planet. Lionel Messi might trail his rival there, but it will be some solace that he is, at least, ahead of Beyoncé.Cristiano Ronaldo is a global brand in his own right, with 273 million followers on Instagram.Marco Bertorello/Agence France-Presse — Getty ImagesLikewise, Juventus has a name recognition that can supercharge a brand like Palace. The difference is that, increasingly, soccer has to give a little, too. It has to accept the principles of what Grimaldi called “strategic design,” the idea that design itself can change consumer behavior and expectations.“The rebrand was not a way of being cooler or more contemporary,” Grimaldi said. “It was a chance to show you understand the verbal and visual codes you have to adopt if you want to be understood in other spaces. To do work with Palace, for example, you have to adopt the design codes of their world.”It is, though, a slow burn. Four years since its rebrand, Juventus is not in a position to pinpoint any immediate financial boost, which has traditionally been the primary motivation and metric for anything any soccer club does. When looking at the club’s books, Ricci said, it is hard to isolate what is a consequence of the rebrand, and what is a result of winning trophies or signing Cristiano Ronaldo.He is, though, “absolutely convinced” that it was worth it. Internally, the new identity gave the club a sense of direction, he said. Externally, the outrage over the new badge subsided fairly quickly: Signing Ronaldo and picking up another handful of Serie A titles meant the club’s traditional fans did not feel alienated.But at the same time, it meant that Juventus had become something more than a team, something more like a sportswear brand, too.It is still occasionally possible to buy one of those original pixelated, acid green, special-edition Palace jerseys in streetwear’s thriving resale market. Prices start at several hundred dollars, far more than even the newest Juventus jersey. And how the team is doing on the field makes not the slightest bit of difference. More

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      Weston McKennie Is Right Where He Belongs at Juventus

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      Credit…Marco Canoniero/LightRocket, via Getty ImagesWeston McKennie Is Right Where He BelongsWhat is most surprising about the American’s path to Juventus is not how far he has come, but how effortless he has made the journey look.Credit…Marco Canoniero/LightRocket, via Getty ImagesSupported byContinue reading the main storyMarch 8, 2021, 10:30 a.m. ETAs he sat down for lunch, Weston McKennie slipped his cellphone out of his pocket and onto the chair in front of him, hiding it beneath his legs. He was breaking the rules — he and his Schalke teammates were strictly forbidden from taking their phones into the cafeteria — but he was prepared to take the risk. There are some calls you do not want to miss.McKennie found himself glancing down every few seconds, checking his screen as surreptitiously as he could. Midway through his meal, it arrived. His screen lit up and his chair buzzed. McKennie grabbed his phone, stood and walked out of the room. “I was just like: ‘Sorry, I’ve got to take this,’” he said. You do not, after all, keep Andrea Pirlo waiting.The last few months have been full of moments like that for McKennie, instances in which the surreal somehow feels quotidian. His career, and his prospects, have undergone the sort of whirlwind transformation that can be difficult to process: the rise is so dizzyingly rapid and the curve so precipitously steep that after a while, the scale and speed of the journey as a whole is difficult to gauge.Signed to help Juventus in midfield, McKennie has instead become a ball-winning, goal-scoring fixture alongside stars like Cristiano Ronaldo.Credit…Miguel Medina/Agence France-Presse — Getty ImagesIt is only in fleeting vignettes — little scenes from his last six months — that McKennie can catch a reflection of his new reality. Last summer, he was a 22-year-old midfielder from Little Elm, Texas, who had been a rare ray of sunlight in the otherwise stormy sky looming over Schalke, the troubled Bundesliga team where he had spent all of his professional career.His most recent season had been conflicted. Personally, McKennie had found it satisfying: He had made 28 Bundesliga appearances in a campaign interrupted by the pandemic, and had established himself as a mainstay of the United States national team. Collectively, it had been difficult. Schalke had collapsed in the second half of the season. It did not win a single league game between January and the summer.Even in that context, his performances had been good enough to catch the attention of the likes of Southampton and Newcastle, steady performers from the middle reaches of the Premier League. He was one of the few assets Schalke possessed that it could sell. He most likely knew the club needed money. He most definitely knew that cash was scarce in a pandemic-afflicted market.But then his agent mentioned that another team had inquired about his services. “It didn’t seem super-realistic,” McKennie said. “So I kind of brushed it off.” A couple of weeks later, though, the same suitor returned, the interest more concrete this time. “We have to make it happen,” McKennie instructed his agent, as he prepared to join Schalke’s preseason training camp. He was told to expect a call from Juventus, the grand old lady of Italian soccer, coached by Pirlo and home of Cristiano Ronaldo. Precisely, in other words, the sort of call you do not want to miss.McKennie made a name for himself in Europe at Schalke in the Bundesliga. But when the club fell on hard times financially, it cashed in on McKennie by loaning him to Juventus.Credit…Patrik Stollarz/Agence France-Presse — Getty ImagesThe conversation went well. Pirlo outlined why he wanted McKennie: There would be lots of games this season, plenty of chances for an energetic, dynamic, ball-hungry player to shine. McKennie did not need a hard sell. “It was more a case of me selling myself to him,” he said. “If that’s what he wanted, then that’s what I’d do.”And so McKennie finds himself where he is now: still a 22-year-old from Little Elm, Texas, but one that has made such an impression in the midfield of the biggest club in Italy — one not battling relegation but competing to win Serie A and the Champions League — that last week it exercised its option to turn his initial one-season loan into a permanent deal, paying $21.5 million for the privilege.It is the final seal of “approval” of his coach, Pirlo, who just so happens to be one of the finest exponents of the midfield art in recent history. “A legend,” McKennie calls him.Sometimes, he said, he overhears one of his teammates expressing disbelief at finding themselves playing in such rarefied air, competing with the heroes of their childhood. “They can’t believe how far they’ve come, that they’re playing in the Champions League,” he said. “And I think that, when I was a kid, I had never even heard of the Champions League.” McKennie is not fulfilling his dreams: Somehow, it is bigger than that, as if he is stretching the bounds of reality.McKennie has appeared in 22 of Juventus’s 25 games in Serie A, and six of seven in the Champions League.Credit…Massimo Pinca/ReutersIt is in those little moments that he can glimpse it. Sometimes, it is something grand that triggers it. When he was younger, he and his family, then living in Germany, where his father’s Air Force career had taken them, went to Camp Nou while on vacation. They explored a lot, he said, during the years they lived near Kaiserslautern, where they moved when McKennie was 6.“The stadium was closed that day,” he remembered. “But we persuaded the security guard to let us in. The team was training: all of those players, Xavi and Andrés Iniesta and Lionel Messi and Ronaldinho.” They stood and watched for a while. When a loose ball flew into the stands, McKennie scurried down to retrieve it and throw it back. That was their cue to leave.He had not been back to Barcelona until December. “It was strange that it was empty, just the players on the field, when I first went, and it was empty again now,” he said. This time, McKennie did not have to plead with security to let him in. He belonged not only in the stadium, but on the field. He scored that night.Sometimes, though, the realizations come in more intimate, more private settings. Those are the ones that catch McKennie by surprise. “I was sitting with Alvaro Morata after training the other day,” he said. “We were just watching Cristiano practicing his free kicks. And we turned to each other and said what a privilege it is, just to be able to do that: to watch him take free kick after free kick.”But while McKennie feels fortunate to find himself where he is, that should not be mistaken for luck. He is no mere tourist at Juventus, passing through, savoring these snapshots of life in the elite, an American on some sort of year abroad in Serie A.The perception, when he joined, was that he was destined to be an option of first reserve: that he would spend much of his time riding the bench, and when he was not, he would be a “hard six,” there to win the ball back and give it to someone with, well, more talent.Juventus made its acquisition of McKennie permanent last week. He may be there a while.Credit…Marco Alpozzi/LaPresse, via Associated PressIn reality, even McKennie is a little “surprised” at how important he has become. He has appeared in 22 of Juventus’s 25 games in Serie A, and six of its seven — so far — in the Champions League. He has emerged, too, as a creative, offensive force: He has scored at Camp Nou, in that rout of Barcelona, and at San Siro, in a win against A.C. Milan. He is comfortable enough in his surroundings to joke that Ronaldo, Aaron Ramsey and Dejan Kulusevski take turns acting as his translator (though his Italian is now good enough, he said, to understand most of what is going on.)At first, he said, he worried about living up to expectations, wondering “why they chose me.” It has taken only a few months for those anxieties to dissipate entirely, quietly shed as his rise gathered speed and height, as McKennie has proved that he belongs.That is what makes his transformation difficult to parse: that it has felt so smooth, so natural, that the line between remarkable and quotidian has blurred quite so readily, that it seems so obvious now not only why McKennie picked up, but why Pirlo called in the first place.AdvertisementContinue reading the main story More