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. Royal Madrid. Them. The team. The heavyweights of Europe. The Galácticos. The most decorated side in the history of the game, with a name that echoes far beyond the Santiago Bernabéu and into every corner of the footballing world. So, Let’s #GetTheBadgeIn for the most famous club in world football…   Founded in 1902, Real Madrid have become the gold standard in European football. With 36 La Liga titles, 20 Copa del Rey trophies, and a record-breaking 15 UEFA Champions League wins, their silverware collection is unrivalled. Add in 5 FIFA Club World Cups, 6 UEFA Super Cups, and a rich legacy in continental and global competition, and it’s clear: success isn’t just part of their story—it is the story.   Some of the greatest players of all time have worn the white shirt. Alfredo Di Stéfano, the talisman who shaped the club’s dominance in the 1950s; Paco Gento, who holds the record for the most European Cups won by a single player; some chap called Cristiano Ronaldo - the club’s all-time leading scorer; Zidane, Ramos, Modrić—the names read like a greatest hits list of modern football.   But Real Madrid are not just about footballing brilliance—they’re also steeped in royal and political history. In 1920, King Alfonso XIII bestowed the title “Real” on the club, cementing its identity as Spain’s royal team. That royal connection would later become politically loaded during the rule of General Franco, when Madrid came to be seen—fairly or not—as the regime’s chosen side. Their rivalry with FC Barcelona is more than just a sporting contest: it’s a clash of identities. Madrid, the capital and seat of centralised power; Barcelona, the voice of Catalan resistance and autonomy. During the Spanish Civil War Madrid supported the military dictator Franco and Barcelona threw its weight behind the Republican government. Players from both teams served in the military of these rival factions – and were killed in the conflict. Barcelona’s football club’s president was captured and executed by Franco’s men.   These grudges simmered during the Franco era. One of the most controversial moments came with the signing of Di Stéfano, who had been due to sign for Barcelona before negotiations took a strange turn— under some political influence —bringing him to Madrid instead. Then there was the infamous 11–1 victory over Barcelona in 1943, a second-leg cup result still cited in Catalonia as an example of corruption and bias. These two sets of fans really, really do not like each other.   After Franco’s death in 1975, Real Madrid began to shed its image as a symbol of the regime and worked hard to reposition itself as a modern, global club. Crucially, it has remained a socio-owned club—meaning it is not owned by a private investor or company, but by its membership base (socios). Over 90,000 members elect the club president in democratic elections. It is a model that blends elite-level ambition with some accountability—not to be sniffed at in an era of oil-backed billionaire owners.   Real Madrid’s reach now goes far beyond Spain. Their shirt is worn by kids in Cairo, Colombo, Chicago and Casablanca. It’s not unusual to see a Benzema, Vinícius or Bellingham jersey walking down a high street thousands of miles from the Bernabéu. In Dubai they even have their own Theme Park.    The club has been led by iconic presidents—from Santiago Bernabéu, who rebuilt the club after the war and whose name was given to the stadium, to Florentino Pérez, who launched the Galáctico era, signing global stars like Figo, Zidane, Ronaldo, and Beckham to create, arguabl, the best team of all time. The term "Galácticos" has since become synonymous with Madrid’s strategy of signing the biggest names in football, and continued with players like Vinícius Júnior, Jude Bellingham and Kylian Mbappé. It's a model that doesn’t always guarantee wins —but it certainly guarantees headlines.

Until their (very) unexpected crash to Chelsea in the #FCWC25 final - @PSG_English were being spoken of as one of the greatest teams of all time. One result doesn’t make or break a team – and this squad is still dazzling on the pitch – and there is a lot more to come from the team that pulverised Inter Milan 5-0 in the Champions League Final. Under Luis Enrique, PSG ditched individual stardom for collective brilliance. Pressing. Possession. Purpose. It was hailed by pundits as a tactical evolution—and a long-awaited coming of age. So let’s learn a bit more about France’s most famous club..   Paris Saint-Germain is woven into the fabric of the world's most famous city—Paris. So, let’s #GetTheBadgeIn for a team that embodies noble power and revolutionary technological might.   Let’s not mess around — and get straight to the badge - front and centre sits the Eiffel Tower. A red silhouette on deep blue, bold and iconic.   The Eiffel Tower was designed by Gustave Eiffel and built between 1887 and 1889 as the showpiece of the Exposition Universelle , a grand World’s Fair marking 100 years since the French Revolution. At the time, Paris was experiencing a period known as the ‘Belle Époque’ — a golden age of industrial growth, scientific progress, and cultural confidence. The tower stood at 300 metres tall, making it the tallest man-made structure in the world and a symbol of engineering excellence.   Its construction followed France’s defeat in the Franco-Prussian War (1870–71), a moment that had deeply shaken national pride. By the late 1880s, the Eiffel Tower became a bold declaration that France was not only recovering but leading the modern age. Alongside advances in electricity, railways, medicine and communication, the tower represented Paris’s emergence as a global capital of innovation, proudly competing with the industrial strength of Britain and the United States. Though originally planned as a temporary structure, it quickly became a lasting symbol of France’s ingenuity and ambition. It screams ‘We’re here and here to stay’ – only in French.   Yet just beneath that symbol of modernity sits one of the oldest royal symbols in the world: the fleur-de-lys , a stylised lily and the symbol of the French monarchy. Despite having chopped the head off their last monarch in 1793, the French—or at least parts of it (especially those that can cash in on American tourists)—have remained proud of their royal heritage.   Saint‑Germain‑en‑Laye  is a historic town just west of Paris, famous as the birthplace of King Louis XIV, the Sun King, in 1638—France’s longest-reigning monarch and one of the most powerful rulers in world history. The town was home to the Château de Saint‑Germain‑en‑Laye, a royal residence used by French kings from the Middle Ages through to the 17th century and a powerful symbol of royal authority and divine rule. Because of Saint‑Germain‑en‑Laye’s association with kings, the fleur-de-lys is naturally connected to the town’s identity.   When Paris Saint‑Germain Football Club was formed in 1970, the inclusion of the fleur-de-lys in the badge was a direct nod to this royal legacy of its own region.   PSG were born in 1970 from the joining of Paris FC and Stade Saint‑Germain. It was a union of ambition—Paris, the modern global city—and heritage—Saint‑Germain, the noble past. In the decades that followed, the club grew from modest roots to the juggernaut we see today. So the two symbols reflect the two clubs coming together (hence Pairs AND Saint-Germain).   By the 2010s, with Qatari backing, they were attracting the biggest names in football. But it wasn’t until 2025 that they finally lifted the ultimate prize—not with individual brilliance, but with a superbly aggressive new style of play.   PSG are a blend of regal and revolutionary spirit, both on and off the pitch – and there is a lot more to come from them.

Mamelodi Sundowns FC. Known locally as Bafana ba Style—the Stylish Boys—the club is closely tied to the identity of the township it represents. Based in Mamelodi, near Pretoria, The Sundowns have become one of the most successful and well-supported teams in South African football. So, let’s get the badge in and see what we can learn.   The club was officially founded in 1969 in Marabastad, a historically mixed but predominantly Black neighbourhood in central Pretoria. At the time, apartheid laws were being harshly enforced. Black South Africans were being systematically relocated to racially segregated townships on the edges of cities. In 1970, Sundowns relocated to Mamelodi, a growing township about 20 km northeast of Pretoria, which had been designated as a residential area for Black people under apartheid's Group Areas Act.   The name Mamelodi comes from the Setswana phrase “Mamelodi ya Tshwane”, meaning “Whistler of the Apies”—a nickname given to Paul Kruger, President of the former South African Republic from 1883 to 1900, who was known for his ability to whistle and mimic birds. Kruger was a leading figure among the Afrikaner (Boer) leadership during the 19th century and played a major role in shaping early Pretoria. However, the modern township of Mamelodi, created in the 1950s under apartheid policy, bore little resemblance to Kruger’s rural frontier world. It became a place of enforced urbanisation, where Black families were relocated far from the city centre and denied basic services and political rights.   Like many townships in South Africa, Mamelodi suffered from inadequate infrastructure, poor housing, limited access to health and education, and high unemployment. But this hardship also fostered strong community networks, cultural creativity, and political resistance. In this setting, football played a significant role in daily life. It offered not only recreation, but also a sense of structure, identity, and dignity. While sports like rugby and cricket were funded and promoted within white communities, football developed largely in Black urban centres, often organised informally on dusty fields, school yards, and local parks.   Sundowns emerged as one of the most popular township clubs in Gauteng Province during the 1970s and 1980s. Their fast, skilful approach to the game earned them admiration and led to the development of a signature playing style later known as “Shoeshine and Piano”—characterised by quick passing, possession, and fluid movement.   The club’s badge shows a golden sun rising above a blue and yellow shield, with a finger pointing upward and the words: “The Sky is the Limit.” The colours were inspired by the Brazilian national team, and the motto, though simple, reflects the aspirations of a club whose youths were denied opportunity but sought for so much more.   During the 1980s, Sundowns began to move from a township-based team into a more professionally run club. Under businessman Zola Mahobe, the club gained national recognition, introduced financial backing, and adopted the yellow-and-blue kit still worn today. Mahobe's time ended amid financial scandal – it turned out his girlfriend working at Standard Bank had set up hundreds of false accounts to shuffle money to Zola – which he used to fund a lavish lifestyle – including funding the Sundowns.   Following South Africa’s transition to democracy in the early 1990s, new opportunities opened up for football clubs to grow commercially and compete internationally. In 2004, the club was purchased by businessman and mining magnate Patrice Motsepe, who invested heavily in infrastructure, training, and player development. Sundowns’ training facility at Chloorkop and their stadium base at Loftus Versfeld in Pretoria reflect this professional evolution.   Yet the club has retained strong links to Mamelodi. Youth programmes, football academies, and outreach initiatives continue to operate in the township. The club’s story is closely tied to the broader history of apartheid, resistance, and post-1994 transformation. Solomon Mahlangu,  the anti-apartheid activist executed in 1979, grew up in Mamelodi. His legacy is still remembered across the township and a bronze statue of him stands not far from where the Sundowns play today.   On the pitch, Sundowns’ record is exceptional: 15 national league titles, a CAF Champions League win in 2016, the CAF Super Cup in 2017, and the African Football League in 2023. In 2025, they became the first Southern African club to win a match at the FIFA Club World Cup, defeating South Korea’s Ulsan Hyundai. Their women’s team also made history by winning the CAF Women’s Champions League in 2021.   The badge might seem understated—a hand, a sun, a motto—but behind it lies the history of a township team shaped by apartheid policy, township culture, and national ambition. It stands for a club that has grown from the edges of Pretoria into one of the most organised and successful in African football, while never forgetting where it came from.

Espérance Sportive de Tunis. ES Tunis. Blood and Gold. A club that stands as Tunisia’s most decorated, most followed, and in many ways, its most politically and culturally complicated football institution. So, Let’s #GetTheBadgeIn and see what we can learn. Founded in 1919, in the Bab Souika district of Tunis, ES Tunis was born from the ambitions of two young Tunisians who wanted a sporting club of their own—something rooted in the local Arabic-speaking population, not shaped by French colonial authorities. So it was that in 1919 that Mohamed Zouaoui, a shoemakers apprentice who came from Damascus in Syria and Hédi Kallel, who would become the treasurer - met at Café de l’Espérance. Here they agreed to found a team - and they borrowed the name of the café (which means ‘Hope’ in French) to get started - and it became a name that stuck. At the time, local regulations required any sports club to be led by a Frenchman. They found a willing local French official and were up and running. Their iconic yellow and red colours were chosen to make them stand out against their more French friendly, and less colourful, rivals. The club quickly became a symbol of resistance and identity with Tunisians flocking to watch their games. In 2012 a rebrand introduced the current logo which also featured the cartoon boy. His name is Taraji which means Hope in Arabic (So we have this in both French in the name and in Arabic with the cartoon). He is the club’s mascot and appears in the local Tunisian Fez to ground him in the local area. Like so many non-English teams, ES Tunis began as a multi-sport club, including boxing, athletics, and handball alongside football. Its rapid rise in the 1920s and 30s made it a focal point of social energy in the city—particularly among working-class supporters. That energy occasionally clashed with authority. In 1971, the Tunisian government dissolved Espérance Sportive de Tunis after violence erupted around the delayed Cup Final, blaming the club’s fans and leadership for unrest. However, President Habib Bourguiba quickly reversed the decision by decree. The club was seen as strong backers of Bourguiba (Tunisa's first independent President) and he recognised the club’s deep national significance and feared a wider public backlash. In 1987 the club's significance to local politics again took centre stage. As Bourguiba turned 87 his younger Prime Minister, a man called Ben Ali had the older President declared medically unfit. This so called "Medical Coup" on November 7th 1987 saw Ben Ali come to power. Looking to carry favour with the fans of ES Tunis he made his son-in-law, Slim Chiboub, president of the club. The stadium they played in was itself also named "November 7th Stadium" to hammer home the point about who the fans owed their allegiance to. The club won eight league titles in a row during this time, but many claimed that success came under the shadow of political favouritism and intimidation of rival fans. Even so, the club’s sporting accomplishments are difficult to dismiss. 34 national league titles, over a dozen Tunisian Cups, and four CAF Champions League trophies—most recently in 2019—make it one of Africa’s most successful clubs. In 2025, it qualified again for the FIFA Club World Cup, and defeated America's LAFC in the group stages. The club now plays its home matches at the Hammadi Agrebi Stadium (The 7th November stadium was renamed after a famous footballer after the 2011 Arab Spring) with a capacity of over 60,000. They share a with fierce city rivals Club Africain. Tunis, the club’s home city, mirrors the club’s character: ancient and layered, yet forward-facing. Originally a Berber and Phoenician trading post, the city grew in importance under the Carthaginians, Romans, and later Arab Muslim rulers. The Al-Zaytuna Mosque, founded in the 8th century, became one of North Africa’s key centres of Islamic scholarship. By the 19th century, the city was the capital of a semi-independent province within the Ottoman Empire, until French colonisation in 1881 brought dramatic urban planning changes—boulevards, tramlines, and French civic institutions. Modern-day Tunis is a mix of styles and rhythms. Its medina, with its covered markets and twisting alleyways, is a UNESCO World Heritage Site. Just outside its old walls, the French-built city centre hums with modern life: cafés, street murals, boutique hotels, and art galleries. The Bardo Museum, home to one of the world’s finest collections of Roman mosaics, sits just a tram ride away. Since the Jasmine Revolution in 2011, the city has become a centre for democratic energy and cultural experimentation. Reading clubs, calligraphy pop-ups, and artisan workshops now feature alongside mosques and colonial facades. Even its Light Metro system, launched in 1985, is a rare example of long-standing mass transit in the region. That balance between tradition and innovation defines Espérance Sportive de Tunis. The club’s Nationale training complex is among the best in North Africa. Its youth development programme continues to produce talent not just for Tunisian football, but for clubs across Europe and the Gulf. Current President, Hamdi Meddeb (a successful entrepreneur who once produced Virgin Cola under licence in Tunisia), was elected by members and has invested in modernisation while retaining the club’s community model. Unlike many modern clubs, ES Tunis remains member-owned, with a strong supporter base that is both fiercely loyal and deeply involved. It has big ambitions for the future and in 2025 became the first African club to get an IPO (floated on the stock market) to secure a funding boost to fuel its longer term aims – watch this space! The club’s badge may seem modest— but it tells a wider story: of a team founded under colonial rule, tested through dictatorship, and now thriving in a city at the crossroads of empire, religion, revolution, and renewal. And with this new round of funding – you’ll be hearing more from them very soon.

Wydad Athletic Club. Wydad AC (@WACofficiel). Affection for these guys run deep in Casablanca and across Morocco—born from imperial injustice, shaped by the country’s early nationalism and today standing shoulder to shoulder with the world's best at the #FCWC25 - so let's #GetTheBadgeIn for one of North Africa’s finest. The club was founded on 8 May 1937, not with football in mind, but to solve a problem: local Moroccans were being denied access to public swimming pools, which at the time were reserved for Europeans under the French protectorate. A group of young Moroccan intellectuals, led by Mohamed Benjelloun Touimi, came together to challenge this exclusion by forming a legitimate sports club. They called it Wydad, meaning “love” or “affection” in Arabic—a word chosen during a late-night meeting when a film by Egyptian singer Umm Kulthum, titled Wydad, played in the background. The club initially focused on water polo, but it quickly became clear that sport could be a platform for national identity as well as recreation. The football section was officially created in 1939, led by coach Père Jégo, and within a few short years, Wydad had grown into a competitive force. In a time when Moroccan clubs were often subject to colonial regulations and bias, Wydad's presence in league competitions was a quiet but steady form of resistance. Even after suffering administrative relegation in the early 1940s, Wydad bounced back—becoming the first Moroccan team to win the North African Championship three times in a row between 1948 and 1950. The club’s badge—a red circle with stylised Arabic calligraphy spelling out "Nadi al-Wydad al-Riyadi" (Wydad Athletic Club)—became iconic and provided a clear sense of Arabic identity for its fans in a game dominated by European nations. In 1960, Wydad made the deliberate choice to include a white crescent in the badge. A clear nod to Islamic culture and Moroccan identity. It was the first Arabic club to do so, and it signalled Wydad’s intent to be more than just a football team—it was a cultural and national symbol in the making. Wydad’s rise coincided with the evolution of Casablanca itself. Originally a modest port, Casablanca developed rapidly in the early 20th century into Morocco’s economic engine. The French built wide boulevards, tramlines, and industrial zones; Moroccan workers arrived from the countryside in droves, filling new factories and neighbourhoods. Casablanca’s textile, shipping, and food processing industries thrived, and with that growth came a cultural richness—cafés, cinemas, music halls, and football pitches. Wydad’s supporters came from these working-class neighbourhoods. As the city became more industrial, more politically aware, and more culturally expressive, Wydad absorbed that energy and projected it onto the pitch. Matches became more than sport—they were gatherings of identity. Especially in fierce derbies against city rivals Raja CA who also embody national and Islamic pride with their green and white colours and nationalist chants. The club's home ground, Stade Mohammed V, holds over 67,000 spectators and is one of the largest and most iconic venues in African football. It’s also the site of some of the continent’s most vibrant displays of support. Wydad’s ultras, known as Ultras Winners 2005, are famous for choreographed tifos (when the crowd all hold up a bit of card to make an image), banners, and chants—bringing together the art, protest, humour, and passion of their origins. On the pitch, Wydad have delivered. They’ve won 22 Botola Pro titles, 9 Throne Cups, and 3 CAF Champions League titles (1992, 2017, and 2022), becoming one of the most decorated clubs in Africa. The 2022 victory over Al Ahly in Casablanca was especially memorable—a performance that reminded everyone of the club’s stature on the continental stage and a clash of the North African heavy weights. In recent years, under president Said Naciri, the club has modernised its operations, built a stronger youth academy, and expanded its presence across other sports. Wydad isn’t just a football club—it’s part of a larger institution, with teams in basketball, handball, and volleyball. The red badge is worn across courts and arenas, not just football fields. However that badge is worn, it represents a long line of fans, athletes, owners and footballers that have for nearly a century embodied Arabic pride. These guys are well worth a watch - North African and Arabic football in general is going to go from strength to strength - and affection for Wydad will only grow.

This badge tells some incredible stories, so let's visit 5-time Japanese football league winners Urawa Red Diamonds and #GetTheBadgeIn.   Urawa Red Diamonds, typically called the Urawa Reds, trace their origins back to 1950, when Mitsubishi Heavy Industries—a company integral to Japan’s post-war rebuilding—set up a football team at its Kobe plant. Kobe is a picturesque suburb of Tokyo along the bay that today boasts a famous firework festival. However, the industrial giant soon outgrew these confines and by 1958, they relocated to Tokyo proper.   The distinctive three red diamonds in their original badge then clearly aren't random—they come straight from the Iwasaki family crest, used as the symbol for Mitsubishi since its founding in 1870 (The word Mitsubishi when directly translated means "Three Diamonds".   In the most recent badge the three diamonds have been reduced to just one large one that dominates that middle of the badge. The red and black palette so their website claims, conveys boldness and precision, much like the company itself.   Mitsubishi Heavy Industries quickly became a name that spanned shipbuilding, heavy machinery, aircraft, and railway cars—the backbone of Japan’s newly industrialised economy. Japan was devastated by The Second World War - aside from the atomic bombs their cities were made of mostly wood and the US made a point of dropping incendiary bombs that caused huge wildfires that swept their major cities. More people died in those infernos than did at Hiroshima or Nagasaki, something most people forget.   Post-War Japan needed a total rebuild, and with US investment and military protection (and their own new constitution that banned spending on their own military – therefore diverting internal investment into more productive industries) Japan's growth sky rocketed. The Three Diamonds were at the heart of this rebuild.   Aside from the heavy industries, Mitsubishi Motors emerged as a subsidiary in 1970 to focus on automobiles, exporting vehicles to North America, Australia, Southeast Asia, and Europe. Football was woven into this corporate fabric, offering recreation and brand pride to employees and local communities.   So, when Japan launched its first national football league in 1965, Mitsubishi became one of the “Original Eight” founding members. They represented on the pitch a force that had built the world's second largest economy from literal ashes in just a couple of decades.   Their on-field performance peaked with a spectacular treble in 1978 (league, league cup & Emperor's Cup). With professionalism from 1992 onwards, the club was renamed Mitsubishi Urawa FC, then in 1996 became officially Urawa Red Diamonds.   Urawa City, a small settlement to the North of Tokyo became a hub for Mitsubishi. Many of Mitsubishi’s workers, engineers, and families moved in. As the city's industry thrived, so too did its fan base: match days at the Saitama Stadium (2002) (Saitama is the newer name for the region in which Urawa City used to sit) became a mixture of company and national pride.   But the badge is more than just a tale of corporate and post-war rebirth. Because the Urawa also feature the symbol of a second, older, rebirth... that of the 1800s Meiji Restoration.   You see, the building on the top of the badge is the Hōshōkaku, a historic Western-style structure that once served as the Saitama Elite Teacher Training College, built in 1878.   As a teacher myself, a club with a teacher training college on the badge obviously holds some interest. The college was built in 1878 at a time when Japan was rapidly modernising and adopting Western ideas in industry, education, and sport, transforming itself from a feudal society into a modern nation.   The Japanese had been humiliated in negotiations with the United States, notably during the visit with Commodore Perry who forced a disastrous trade deal on the nation. The shame was so great it toppled the ruling Shogun system and brought back the Emperor - but as a constitutional Monarchy (like the UK). The new government set about upgrading every part of Japan - including a new education system based mostly on that used in France. To train up teachers in the new methods they built the Hōshōkaku in Saitama - the neighbouring area to Urawa. What did these French influenced trainne teachers play during their down time? Europe's newest and hottest game - football.   To hammer home the roots of the team the two red flowers on the badge are Sakurasō (Primula sieboldii), also known as the Japanese primrose. They are the official flower of both Saitama Prefecture and Urawa City.   So, this badge is now one of my absolute favourites - a triple whammy - the hope and rapid reforms of the Meiji Restoration - the birthplace of Japanese football - and the rapid reforms and industrial might of post-war Japan as embodied by Mitsubishi.   The Reds have become a continental force with AFC Champions League titles in 2007, 2017 and 2022, and regular appearances at the FIFA Club World Cup, including a strong showing in 2025 where they ran Inter Milan close in a narrow defeat.   Personally, I can't wait to see them back on the global stage - with their astonishing heritage - they deserve to be more widely seen.   Up the Reds.

Born from a parish priest looking to give children in his area something to do at the weekends…  While some clubs were forged in factories or shaped by empires, AJ Auxerre grew from the pews of a cathedral and the vision of one man: Abbé Deschamps. So, let’s #GetTheBadgeIn for one of France’s most quietly iconic clubs.   Founded in 1905 by Abbé Ernest‑Théodore Valentin Deschamps, a Catholic priest working at Auxerre Cathedral, the club began as a youth organisation that dabbled in a variety of sports. Its name – Association de la Jeunesse Auxerroise – which translates to "Auxerre Youth Association" still shows those origins. At a time when the French government was clamping down on religious influence in public life, Deschamps used the 1901 law on associations to create a private, faith-led sporting club. It wasn’t just about football – it offered gymnastics, military preparation, music, and shooting practice. But it was football that would become the heart of it.   After World War I, Deschamps purchased land on the banks of the Yonne River to give the club a permanent home. That patch of ground eventually became Stade Abbé-Deschamps, named in his honour after his death in 1949 – a rare tribute to a founding figure whose fingerprints are still visible in every corner of the club. It has yet to sell its soul to corporate advertising – the Dunkin Donuts Stadium it is not (yet…). Right at the centre of the club’s identity is its badge – a crisp, clean blue shield bearing a white Maltese cross and a football. It has deep historical roots. Originally the symbol of the Knights Hospitaller, a medieval Catholic military order formed during the Crusades, the eight-pointed cross later became associated with the island of Malta, where the knights were based from the 1500s. Over time, it came to represent courage, service, loyalty, and care – qualities the Church wanted to instil in youth. By the late 19th century, the Maltese cross had been adopted across France by Catholic youth groups, who wanted to instil those values in the children in their care.   For British readers, it’s the same cross used today by St John Ambulance in the UK, whose own roots trace back to the same Knightly Order. Faith, football, and first aid – on both sides of the Channel.     The man who truly brought Deschamps’ vision to life was Guy Roux – a schoolteacher‑turned‑manager who took charge of the team for 44 years. Under Roux, AJ Auxerre rose from the regional divisions of amateur football to the very top of the French game.   Their success was built not on money, but on youth development. Auxerre’s academy became one of the finest in France, producing stars like Eric Cantona (you may have heard of him…), Djibril Cissé, Bacary Sagna, and Philippe Mexès. These were products of a club philosophy that believed in moulding talent over time. It all paid off in 1996, when they won both Ligue 1 and the Coupe de France – completing a domestic double and knocking PSG off their perch. Not bad for a town of just 35,000 people.   Speaking of the town – Auxerre itself is as fascinating as the club that bears its name. Set in the Burgundy region, alongside the Yonne River, it began life as the Gallo‑Roman town of Autissiodorum, later growing into a centre of the Catholic Church in the Middle Ages. The Abbey of Saint-Germain is one of the oldest monastic sites in France, dating back to the 6th century and famed for its Romanesque crypt and medieval frescoes. Its narrow lanes, timber-framed houses, and skyline of steeples make this small city one of prettiest in France.   For centuries, Auxerre thrived on the back of the wine trade. Its position on the river allowed local vineyards to export barrels of Burgundy and Chablis far and wide. Wine remains vital to the local economy today, alongside industries like packaging, electronics, and pharmaceuticals.   The town’s most recognisable feature is its 15th-century Clock Tower – built on the foundations of a Gallo‑Roman watchtower. It was first used as a prison by the Counts of Auxerre before being converted into a clock and belfry in 1483. A fire devastated the structure in 1825, but it was carefully restored and rebuilt between 1891 and 1893 by the architect Paul Boeswillwald. Today, the silhouette of the clock tower has become one of the town’s proudest symbols – and features as the repeating pattern design on AJ Auxerre’s 2024–25 third shirt.   During the Hundred Years’ War, the town was captured and looted by English commander Robert Knolles in 1358. The citizens couldn’t pay his demands, so he torched the town’s walls. They were later rebuilt in 1402 with royal assistance.     After their peak in the '90s, the club began to struggle. Relegated in 2012, they spent a decade in Ligue 2. In 2022, they returned to Ligue 1 after a dramatic play-off win over Saint‑Étienne. So, there we have it. Football and Faith combine to give this small French town one almighty Gallic punch.

It's not every day you come across a club that includes both a religious holy site - and champagne - but that's what we have in Stade de Reims. So, let’s #GetTheBadgeIn for one of France's most famous clubs.   Founded in 1931, Stade de Reims rose to become France’s first European footballing giant. In the golden age of the 1950s and early 60s, they dazzled the continent with their thrilling "champagne football", a term not just linked to their style, but also their home. Reims is the commercial heart of the Champagne region, home to famous houses like Veuve Clicquot and Taittinger. It’s where grapes are transformed into sparkling wine, stored deep in chalky caves, and shipped worldwide.    In the early days, the club’s badge even featured a Champagne bottle, a symbol of their city’s global fame and the fizz of their football. But in 1991, a new French law banned alcohol-related imagery in sports logos. Rather than redesign, the club went without a badge entirely from 1992 to 1999. A team with no crest.   So, at the turn of the century, they had a rethink and a redesign.     Sitting at the top of the new badge sits a royal crown sitting proudly at the top. This is a direct reference to the city's proud Royal heritage. Reims is known as la cité des sacres — "the city of coronations". For over a thousand years, French kings were crowned at Reims Cathedral, an enormous Gothic masterpiece. Central to the ceremony were the unique and sacred objects inside that gave the ritual its power - and that only Reims could provide.   At the heart of it all was the Holy Ampulla – a small glass vial said to contain chrism (holy oil) brought down from heaven by a dove for the baptism of Clovis I in 496 AD (very handy of it). It has been used in every French royal coronation from 1131 onwards, this relic turned the ceremony into something divine. The presence of the crown on the badge is a nod to this sacred, royal past – Stade de Reims are annotied from heaven. Or by an ambitious dove.   The new badge also includes the inverted arch shape which forms the shield – but this shape is a direct take from the main portal (entrance) of Reims Cathedral. These gothic arches, grand and imposing, welcomed both pilgrims and kings into a space filled with light, sculpture, and soaring history. The arch on the badge is a gateway to success of all types, whether you’re being crowned king or playing in a European Cup final.   During the 1950s and 60s, Reims dominated French football – six league titles, stars like Just Fontaine and Raymond Kopa, and two European Cup finals against the mighty Real Madrid. Their thrilling attacking football turned heads and won hearts, at home and abroad.   Then came the fall. Relegation, decline, and bankruptcy in 1992. But like the cathedral itself – damaged in World War I and rebuilt – Reims rose again. Back in Ligue 1, and even returning to European competition in 2020, the club continues to build.   In 2025, they reached the Coupe de France final for the first time in nearly half a century. But bizarrely in the same season they crashed out of the league and will spend mext season in the second tier.   However, much like that Cathedral- a rebuild is underway and it won't be long before Reims is fizzing once more.

Welcome to Rennes, the historic capital of Brittany and proud home of Stade Rennais Football Club. So, let's visit this storied region of France and #GetTheBadgeIn to see what we can learn. The most distinctive feature of the Stade Rennais badge is those two white animals—the er­mines (a type of stoat)—flanking either side of the badge and holding a ball. In heraldry, "ermine" refers both to a fur pattern — white with small black shapes representing the animal's tail—and the animal itself, which has a white winter coat. Ermines have been closely associated with Brittany since the Middle Ages. In local legend it was said the animal would rather die than soil its white coat, leading to the Breton motto “Kentoc’h mervel eget bezan saotret” – “Rather death than defilement.” The fur itself was once reserved for royalty, worn as a sign of dignity and authority. The Duchy of Brittany adopted the ermine pattern for its flag in the 14th century, and even today, the black ermine spots (in heraldry they look like upturned arrowheads or feathers with (usually) three dots above them) feature prominently on the modern Breton flag—the Gwenn ha Du . The inclusion of ermines on the Stade Rennais crest, added in the 1970s, is a deliberate nod to this deeper regional identity. It connects the club not only to its city but to a broader Breton story of independence and cultural pride. The Duchy of Brittany existed as a feudal state from 939 to 1547, covering the northwestern peninsula of France. It maintained its own rulers, customs, and military ambitions, often in uneasy competition with neighbouring powers like Normandy (who spawned some chap called William who conquered England…). Duke Alain Barbetorte, the first ruler of the duchy, is central to its legends—especially the story in which he witnessed an ermine stand its ground rather than flee into the mud, supposedly inspiring the region’s famous motto. Today the region is still known for its strong Celtic heritage, with its own language (Breton), music, and myths. The region is dotted with medieval towns like Dinan and Vannes, dramatic coastlines, and islands such as Belle-Île. It's also home to ancient sites like the Carnac Stones which are older than Stonehenge. Breton food is also famous although you probably don’t know it —think crêpes, galettes (pastries) and local cider. Festivals like the Interceltique in Lorient celebrate its rich traditions, while bilingual road signs and the Gwenn ha Du flag reflect a proud and distinct identity. This strong cultural identity continues to shape how Stade Rennais sees itself today. The club was founded in March 1901 by a group of students and quickly became a central part of the city’s sporting life and identity. After merging with FC Rennais in 1904, it became Stade Rennais Université Club and went on to win the inaugural Brittany Football League title in 1903. The early 20th century saw the club grow in strength, helped by the influence of Welsh player-manager Griffith, who introduced English-style tactics and led Rennes to league wins in 1908 and 1909. While the club has never been a dominant force in French football, it has built a reputation for consistency, a strong academy, and a clear regional identity. Players such as Ousmane Dembélé and Eduardo Camavinga emerged from its youth system, further enhancing its profile. Today, Stade Rennais is owned by Groupe Artémis, the private holding company of François Pinault. Founded in 1992, Artémis controls a wide portfolio across fashion, art, wine, and media—including luxury giants like Gucci and Balenciaga under Kering, Christie’s auction house, and Château Latour vineyards. Stade Rennais has benefitted from this modern, well-funded backing. The club has invested in youth development, infrastructure, and long-term planning, aiming for sustainability as well as success. This is a team of more than just stoic stoats – it is the spiritual heart of a unique, distinct and proud part of the world that long predates the French nation.

Chester. A stunningly beautiful city situated only a few miles from the footballing industrial heavyweight cities of Manchester and Liverpool (and a few minutes from arch-rivals Wrexham, who sit just the other side of the English/Welsh border). Indeed, one corner of Chester’s ground is said to sit within Wales itself. Many of the world’s best footballers playing for the teams of the aforementioned cities live in Chester owing to its beauty, relative quiet – and easy commute. So, let’s #GetTheBadgeIn for their local team, currently competing in National League North, and see what we can discover. Chester City Football Club was founded in 1885 and settled at Sealand Road in 1906. They had success in the 1930s and famously reached the League Cup semi-finals and earned promotion in 1974–75. In the 1980s, under Harry McNally, they returned to the Third Division. However, financial trouble led to relegation in 2000 and collapse in 2010. Fans then created Chester F.C., now playing at the Deva Stadium. The badge of Chester City is an elegant one that tells a great story. At its centre is a wolf’s head. This comes from Hugh d’Avranches, the nephew of William the Conqueror. Hugh was made Earl of Chester in 1071. Hugh d’Avranches, the 1st Earl of Chester, was nicknamed “the Wolf” (Lupus) for his fierce and ruthless nature, and “the Fat” (le Gros) for his large physical build. He became feared for his brutal military campaigns against the Welsh in the late 11th century, including a savage raid in 1098 where he reportedly mutilated prisoners by cutting off their hands, feet, or gouging out their eyes. As a powerful Marcher Lord (Marca is Latin for ‘border’, and Medieval English kings gave these border nobles extra authority as a thank you for guarding the Welsh border), Hugh ruled Chester almost like a king—his lands were a county palatine, meaning he had his own courts, army, and near-total control over law and order. His mix of personal power, cruelty in warfare, and political independence made him one of the most feared and influential Norman figures of his time. The wolf’s head has appeared on the arms of the Earls of Chester and on the Chester family coat of arms as a result. The club’s mascot, “Big Lupus”, keeps this link alive. Atop the wolf sits a crown (sometimes drawn as a castle wall). This has two meanings. It recalls Chester’s city walls, some of the most complete in Britain, which were strong enough to withstand cannon fire during the English Civil War. The walls were vital when Royalist soldiers defended the city for King Charles I during the Siege of Chester. The crown also shows the city’s loyalty to the sovereign, as Chester supported the King during that war. Around the wolf and crown is a wreath of leaves. Some versions show laurel, a symbol of victory, while others show oak. Oak leaves have special meaning in Cheshire because the Cheshire Regiment saved King George II’s life under an oak tree at the Battle of Dettingen in 1743 (today, there is a large and famous shopping centre known as Cheshire Oaks). The club’s modern crest, designed by supporter Martin Huxley when the phoenix club was born in 2010, uses the wolf, the crown and the leaves together to make a proud, stylised badge. And I have to say, it is one of my favourites – simple, elegant and packed with meaning. Chester itself is one of Britain’s most historic cities. The Romans built the fortress of Deva Victrix on the River Dee around AD 79. Deva was huge – about 20% larger than other Roman forts. The legionary fortress had a large amphitheatre that seated up to 10,000 people. Traders and families settled around the walls and created a thriving town. After the Norman Conquest, Chester became the base for defending England against raids from Wales and for launching attacks into Ireland. By the Middle Ages, it was a wealthy trading port until Liverpool grew larger. One of the city’s best-known features is the Rows – two-tier medieval arcades that line the main streets. Built in the late medieval period, the Rows are covered walkways at first-floor level with shops set back behind them. At street level, you step down into more shops. This arrangement may have started after a 13th-century fire, when merchants rebuilt in stone with vaulted cellars and two-level shops. Visitors can stroll along the upper balconies and look down on the traffic below. So that’s Chester. A beautiful and historic city with a beautifully historic badge. A city with the size, fame and economic clout of Chester deserves a team that stands out – even amongst their famous local rivals (to the north and south of them). That Chester was saved and is now fan-owned is a sign that the fundamentals are in place. Let’s hope they can get back up the leagues where they, and their city, deserve to be

Red Bull Salzburg. A club in Austria’s baroque heart—born in the shadows of the Alps and reshaped by one of the world’s boldest brands. A story of transformation, identity, and ambition. Let’s unpack what’s behind the badge. Founded in 1933 as SV Austria Salzburg, the club spent much of the 20th century as a modest but passionate presence in Austrian football. Known for their violet and white colours, they were a community-driven club, supported by locals in a city better known for Mozart than midfielders. The 1990s was a highpoint, under their then name, Casino Salzburg, the club reached the 1994 UEFA Cup Final, losing narrowly to Inter Milan. That same year, they won their first Austrian Bundesliga title. However, this success could not be sustained and in April 2005 a highly controversial takeover of the club occurred – from the Red Bull c mpany (Reb Bull GmbH to give them their full name). Now, the company is local – headquarted just outside Salzburg in Fuschl am See. But this was not just a regular change of ownership – the Red Bull guys wanted to reset everything. A press release caused a huge upset when it immediately announced “this is a new club with no history”. Long time fans were outraged and heart broken. Out went the club colours, logo, name and record. The beloved violet was replaced by Red Bull’s branding: bold reds, yellows, and whites. The original supporters were stunned. Fans protested. Some refused to accept the new identity. When Red Bull offered to incorporate a symbolic violet trim, supporters rejected it as tokenism. Out of this discontent, a phoenix club was born: SV Austria Salzburg was re-established by die-hard supporters in the lower leagues. To this day, many still follow the “Violet-Whites,” seeing them as the rightful heirs to the club’s pre-Red Bull soul. They have a large social media presence and operate a professional organisation are moving fast up the leagues. Despite this split with the fanbase, Red Bull’s new model was ruthlessly effective. The club moved into the new Red Bull Arena (formerly Stadion Wals-Siezenheim), a sleek, modern stadium expanded for UEFA Euro 2008. Their new crest featured the company’s global logo—two red bulls charging toward a golden sun, framed by a bold shield. And with it came success. By 2024, Red Bull Salzburg had won 10 of the previous 14 Austrian Bundesliga titles, plus multiple Austrian Cups. They became a fixture in European competition, regularly qualifying for the UEFA Champions League group stage. Salzburg’s links the team to Red Bull’s entire footballing empire. The club sits at the centre of a global network including RB Leipzig (Germany), New York Red Bulls (USA), Red Bull Bragantino (Brazil), and formerly Red Bull Ghana. All these clubs share stylistic identities—badges, colours, branding—but also a philosophy: invest in young players, develop them with elite infrastructure, and sell them on for profit. It’s a model that has produced stars like Erling Haaland, Naby Keïta, Sadio Mané, and Dominik Szoboszlai, all of whom passed through Salzburg on their way to European giants. But the model isn’t without its critics. Red Bull’s influence has sparked controversy across Europe. In Germany, fans of traditional clubs have protested the rise of RB Leipzig, which challenges the spirit—if not the letter—of the Bundesliga’s 50+1 fan ownership rule. Germany’s 50+1 rule ensures that football clubs remain majority-owned and controlled by their members (typically fans), preventing outside investors from having full control. RB Leipzig controversially exploited loopholes to bypass its spirit. In Austria, many fans still refuse to accept Red Bull Salzburg as the true heir to SV Austria Salzburg’s history. Even UEFA had to intervene, forcing Salzburg and Leipzig to alter aspects of their crests and ownership structures to avoid conflict of interest in European competition. So, who are Red Bull, who are these corporate villains? Founded in 1984 by Dietrich Mateschitz, the company revolutionised the energy drink market. But more than that, Red Bull has built itself as a lifestyle empire—dominating extreme sports, Formula 1, aviation, esports, and football. In Salzburg, its headquarters, Hangar 7, doubles as a museum, restaurant, and showroom of art, racing planes, and cutting-edge branding. Its local investment extends beyond the football pitch—into jobs, tourism, culture, and even ice hockey with EC Red Bull Salzburg. The city of Salzburg itself offers a stunning counterbalance to this corporate might. Nestled in the foothills of the Alps, it’s a city of baroque churches, narrow lanes, and salt wealth—“Salzburg” literally means “Salt Fortress.” Salzburg became wealthy due to its rich Alpine salt deposits, especially around Hallein and Hallstatt, where salt—nicknamed “white gold”—was mined as early as the Bronze Age. Controlled by powerful prince-archbishops, the salt trade along the Salzach River funded the city’s baroque architecture and cultural prominence. It’s Mozart’s birthplace and the setting of The Sound of Music. A UNESCO World Heritage site, the city blends traditional beauty with Red Bull’s modern approach to sports management. That duality defines FC Red Bull Salzburg. A club of two histories—one traditional, one corporate. One violet, one red. One built on community, the other on capital. And yet, from that tension, a powerhouse has emerged. Whether you admire the business model or long for the club’s old soul, it’s hard to ignore what’s been built: an academy producing elite talent, a club dominating its domestic league and competing with the world’s finest at the Fifa Club World Cup. Difficult to be too salty about it I suppose.

The Sounders. The team from the Pacific Northwest with one of the strongest supporter bases in Major League Soccer. A club whose identity is firmly tied to the city of Seattle – a place known for its innovation, natural beauty, and civic pride – so let’s trek over to the West coast and #GetTheBadgeIn. Seattle Sounders FC joined Major League Soccer in 2009, but the Sounders name has a longer legacy. It dates back to 1974, when the original Sounders competed in the North American Soccer League (NASL). The name “Sounders” comes from Puget Sound , the large, complex system of interconnected waterways in Washington state. When the new franchise was announced, fans were invited to vote on the team name – and overwhelmingly chose to preserve that link with the past – and their state’s unique geography. Since joining MLS, the Sounders have built one of the league’s most consistent and competitive records. With 2 MLS Cups, 4 U.S. Open Cups, and a CONCACAF Champions League title in 2022, they have become one of the most successful clubs in North American football – they recently competed too in the expanded Fifa Club World Cup. They lost all their games but were up against giants like PSG, Atlético de Madrid and Botafogo. The badge reflects their commitment to a deep local identity. At its centre is the Space Needle, Seattle’s most recognisable landmark. Built in 1962 for the Seattle World’s Fair, the Needle was designed to symbolise a futuristic, forward-thinking city. At the time, it captured the spirit of the space age and the belief that science, engineering, and bold design could lift cities – literally and figuratively – to new heights. Today it stands 605 feet tall and offers panoramic views of Puget Sound, Mount Rainier, and the urban skyline. The colours – Rave Green, Sounder Blue, and Cascade Shale – represent the forests, waters, and volcanic mountains that surround Seattle. But they are also, neatly, shared by the city's other major professional sports teams: the Seahawks (NFL), Mariners (MLB), Kraken (NHL), and Storm (WNBA) all incorporate shades of green and blue. This shared palette reinforces the city’s civic identity built around natural beauty and environmental awareness. Seattle has always been a city with an eye on the future. From its early days as a logging port and shipbuilding hub, it grew into a global centre of aerospace during the 20th century, with Boeing based in nearby Everett. Later, tech giants like Microsoft and Amazon transformed it into a city of data, software, and global commerce. The world drinks its coffee thanks to Starbucks and listens to its music shaped by its grunge heritage. Designers, builders and dreamers – the city has a simply superb track record on and off the pitch. Long before Microsoft and Starbucks ever arrived, the land now called Seattle was home to the Coast Salish peoples – particularly the Duwamish and Suquamish, who thrived for thousands of years around Puget Sound. These communities built rich cultures around salmon fisheries, cedar forests, and the rhythms of the tides. The modern city, established in the 1850s by settlers led by Arthur Denny, was named after Chief Si’ahl – or Seattle – a respected Indigenous leader known for diplomacy and peacekeeping during a time of rapid colonisation by Europeans. That legacy, of a place shaped by respect between locals and new arrivals, remains embedded in the civic fabric – and increasingly acknowledged by the city’s sports clubs. The most recent Sounder’s kit is a great example: Created in partnership with Connie McCloud, Gail White Eagle, and Danielle Morsette— artists from the Puyallup, Muckleshoot, and Suquamish Tribes—the 2024 kit is a powerful tribute to the region’s First Peoples and its sacred environment. Inspired by traditional Coast Salish weaving techniques like twilling and twining, the design features flowing geometric patterns that echo water, balance, and continuity. The zig-zags and lines of blues and greens symbolises reflects the natural harmony of the Salish Sea, with sea grass, forest, and waves all represented on the shirt. The label features the words “Water Is Sacred,” written in both English and Southern Lushootseed, the traditional language of the region’s tribes. On the back of the neck, a series of symbols—an orca tail, a wave, and a flowing “S” for Sounders—tie together themes of legacy, stewardship, and place. Seattle Sounders FC is more than a successful football club. It’s a civic institution – one with fan ownership, local heroes like Russell Wilson, Macklemore, and Ken Griffey Jr. in its investor group, and a fan culture driven by supporter organisations like the Emerald City Supporters and Gorilla FC. Lumen Field – which the Sounders share with the Seahawks and boasts a unique design that allows fans to see the cityscape above the field  – regularly sees attendances over 30,000, making it one of the best-supported clubs in MLS. That stadium, like the badge, is a point of pride. Even the club’s economic model reflects Seattle’s DNA: democratic, community-focussed, and creative. Supporters can vote on key decisions through the Sounders FC Alliance Council, and the club engages with environmental and social justice initiatives across the Pacific Northwest. In this, the Sounders mirror the values of the city they represent – progressive, pioneering, and proud of their roots. Seattle Sounders FC may not have the century-long legacy of Europe’s biggest clubs, but in just a few decades they have built something rare: a team with trophies, purpose, and a badge and colour scheme, that is deeply embedded in a very proud past – and an exciting future.