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Atlético can't be awkward on the pitch and compliant off it
From a Simeone philosophy that seeped into everyday life to a narrative that shifted once the team started to bother the elite
Alberto Carballo argues that Atlético should be a rebellious club off the pitch too.
A pundit looks back at how Simeone's philosophy won over the public narrative and how, once Atlético established themselves among the elite, the club became an inconvenience. His prescription: brand identity, self-esteem and standing up to the system.
Following the issue surrounding Atlético de Madrid's communications department, Alberto Carballo opens up the debate on the club's image. He believes that if people were asked today what the club's values are, there would be a wide range of opinions, because there is no common strategy.
He recalls that Simeone's arrival gave birth to a philosophy, 'cholismo', complete with what were almost commandments: never stop believing, game by game. It seeped into society, with people referring to it as a philosophy of life in all kinds of conversations. But when Atlético stopped being a flash in the pan, settled among the elite and started playing in Champions League finals, what had once been charming became inconvenient, and the narrative shifted from the working people's team that grafts and suffers to stories about racism, violence and other issues.
According to his analysis, the club's social media posts are not consistent with what it does in other areas. What Atlético de Madrid would do well to work on, he concludes, is a brand identity built on self-esteem, knowing how to say no and standing up to the traditional establishment. It is a rebellious, awkward club, and it has to be that way at every level, not just on the pitch and in the table.