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.

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.

Boca Juniors. The Xeneizes. A club rooted in La Boca, Buenos Aires—fashioned by Genoese immigrants, shaped by triumph and tragedy, and burning with a global, working-class identity. So let’s #Getthebadgein and see what we can see. Founded in 1905 by five teenage boys—sons of Genoese immigrants. Many Genoese migrated to Argentina in the late 19th and early 20th centuries due to poverty, overcrowding, and declining maritime jobs in Liguria. Argentina offered better opportunities, with an open-door immigration policy, booming trade, and high demand for skilled labour in port cities like Buenos Aires. La Boca, with its busy docks and working-class character, felt familiar to the Genoese, who settled there in large numbers. They brought their culture, dialect, and community spirit—helping to shape the identity of both the neighbourhood and Boca Juniors. Boca the football team took its name from the vibrant port neighbourhood they called home.  In honour of their heritage, they briefly wore red and white shirts like those of Genoa, but in 1906, after agreeing to adopt the colours of the first ship to sail into the port, they switched to blue and gold—thanks to a Swedish vessel. The bold azul y oro  still defines their identity to this day. Their Genoese roots run deep. “Xeneizes”—the Ligurian word for “Genoese”—became their nickname, a proud marker of La Boca’s cultural history. The club has maintained these ties across generations, including an official twinning with Genoa CFC and commemorative kits that featured the word “ZENEIXI” above the player numbers. Ligurian is the language spoken traditionally in the north-western part of Italy in which Genoa is based – today it is endangered, with very few young people learning it, but the heritage is there and in the 19 th century those that came to Argentina from Genoa spoke it as their first language. The club’s badge has evolved alongside its reputation. The original circular design from 1911 was soon replaced by the familiar shield shape. In 1932, the club declared that each Primera División title would earn a gold star on the badge—these stars began appearing officially in 1943. A chunkier CABJ monogram was added in 1996, and the full band of stars returned in 2009. Each tweak in the design reflects a layer of history and identity, not just for the club, but for the millions who support it. In 1925, Boca became the first Argentine club to tour Europe. They played 19 matches, won 15, and returned home with the honorary title “Campeón de Honor.” But the legacy of that tour wasn’t just in results—it marked the birth of the legendary “12th man.” One travelling supporter, Victoriano Caffarena, was so integral to the team’s spirit that he was officially recognised, giving rise to “La Doce”—the passionate fan group that still defines Boca’s matchday experience. Their home, La Bombonera, opened in 1940 and is unlike any other. Its steep, vertical stands create a cauldron of noise. Locals say “ La Bombonera no tiembla. Late. ” (“La Bombonera doesn’t tremble. It beats.”) The atmosphere inside is said to be electrifying, particularly during the Superclásico against River Plate, where blue and gold banners, firecrackers, flares and chants fill the air. Boca’s story is not without sorrow. In 1968, during a match at River Plate’s Monumental stadium, 71 Boca fans were killed and over 150 injured at Gate 12—a catastrophe that went unacknowledged for decades. Only in 2008 did River install a plaque in remembrance, and Boca followed with their own tribute at La Bombonera. To this day, 23 June is marked as a day of mourning by the club. The rivalry with River Plate—the Superclásico—is not just the fiercest in Argentina but one of the most charged in world football. It has always been more than a game. Boca came to represent the working-class pride of the southern docks, while River moved north and became associated with Argentina’s wealthy elite. Every match between the two is a battle of class and heritage. Boca’s influence goes far beyond the pitch. Its youth academy is a breeding ground for brilliance—producing legends like Carlos Tevez, Juan Román Riquelme, Éver Banega, Leandro Paredes, and Nahuel Molina. The club also excels in other sports—basketball, futsal, volleyball, and hockey—most recently winning the 2023–24 basketball title. Off the field, Boca operates like a cultural institution. There’s a Boca-themed hotel in Buenos Aires and even a restaurant in New York. Boca-branded taxis roam the city. There’s a Boca wine label, Boca funeral services, and even a section in a cemetery reserved for lifelong fans. It’s a club that follows its supporters from cradle to grave. And then there are the trophies. Over 30 Primera División titles. Six Copa Libertadores. Three Intercontinental Cups—including famous victories over AC Milan and Real Madrid. Boca stands among the world’s most successful clubs, both historically and in terms of global reach, with over 315,000 members and a booming merchandise market stretching far beyond Argentina. So, that badge – a field of stars. But it’s more than simply on field success. It’s a story of immigration, aspiration, community, and hope.

. The Lone Star club of Rio. A team with origins on the water, legends on the pitch, and a badge that’s become one of the most recognisable symbols in Brazilian football. Botafogo’s story begins not on a football field, but in a rowing boat. Translated, the team name means Football and Rowing Club . In 1894, a group of young men from the Botafogo neighbourhood of Rio de Janeiro founded the Club de Regatas Botafogo . A few years later, in 1904, another group—this time footballers—formed what would eventually become the Botafogo Football Club . It all began during an algebra class at the Alfredo Gomes College. A group of students had the idea to create a team called the Electro Club . The name didn’t last long—after a suggestion from Dona Chiquitota, grandmother of one of the players, the club adopted the name Botafogo Football Club, officially founded on 18 September 1904. The club's colours—black and white—were chosen in admiration of Juventus, the favourite team of founder Itamar Tavares. Its first badge, designed by Basílio Vianna Jr., was drawn in the Swiss style with a bold BFC  monogram. Before long, Botafogo Football Club would rise to become one of Rio’s strongest sides, winning championships in 1907, 1910, 1912, and more. Though the two Botafogo clubs shared the same name, colours, and neighbourhood, they remained separate—until fate intervened. On 8 December 1942, during a basketball match between the two institutions, Botafogo Football Club player Armando Albano , a respected athlete and Brazil international, collapsed and died at half-time. The tragedy united both clubs in grief. The president of the rowing club, Augusto Frederico Schmidt, famously said: “At this time, I declare to Albano that his last match ended with the victory of his team. We won’t play the time left on the clock. We all want the young fighter to leave this great night as a winner. This is how we salute him.” Eduardo Góis Trindade, president of the football club, added: “Between the matches of our clubs, only one can be the winner: Botafogo!” Schmidt concluded: “What else do we need for our clubs to become one?” And with that, the merger was complete. The Botafogo de Futebol e Regatas  was born—united not by business strategy, but by tragedy and shared spirit. The badge changed to mark the occasion. The football club’s monogram was replaced by the rowing club’s iconic lone white star, the Estrela Solitária , originally chosen to represent the planet Venus, as seen by early morning oarsmen on Guanabara Bay. That star still shines at the heart of the badge today. But the badge is just one part of what makes Botafogo unique. The club has long been one of Brazil’s most respected institutions, especially during the golden era of the 1950s and 60s. Legends such as Garrincha , Nilton Santos , Jairzinho , and Didi  wore the black and white stripes and helped shape the Brazil national team that would dominate world football. In 1968, Botafogo were crowned champions of Brazil, and in 2024, they finally lifted the Copa Libertadores , reclaiming their place at the top of South American football. The neighbourhood of Botafogo—located between the hills of Mundo Novo, Dona Marta, and São João—is a mostly upper-middle-class district, long serving as a connective hub between the city centre and the coastal zones of Copacabana and Ipanema. Its transformation from farmland in the 18th century to a modern urban centre in the 20th followed the very growth of the city itself. By the late 1800s and early 1900s, with the arrival of gas lighting, animal-drawn trams, and later, modern infrastructure, Botafogo evolved into a core part of Rio’s social and economic fabric. The name Botafogo  itself—literally meaning “Set it on fire”  or “Spitfire” —has its roots in Portuguese naval history. One of the men aboard the galleon Botafogo  was João de Sousa Pereira Botafogo , a nobleman from the city of Elvas and master gunner responsible for the ship’s powerful artillery. His skill earned him the nickname Botafogo — which he proudly added to his family name. Later, he travelled to Brazil, fought against the French and local Tupi peoples, and was rewarded by the Portuguese Crown with land that would one day carry his adopted name: Botafogo. Over the centuries, the name came to define the neighbourhood, the club, and even a ballroom dance step born in the area. Today, Botafogo plays at the Estádio Nilton Santos , a modern stadium named after one of its greatest icons. It stands as a testament to a club that has endured ups and downs but never lost its identity. The nickname O Glorioso — The Glorious One —wasn’t given lightly. Botafogo has excelled in rowing, basketball, swimming, athletics, and more. This is a club stitched into the cultural and sporting life of Rio. A city of mountains and ocean, samba and skyscrapers, wealth and struggle. A city built by migrants—from Portugal, from Africa, from the rural northeast, from across Latin America—all of whom contributed to Rio’s identity, its economy, and its footballing soul. It’s a story of Rio’s past as a colonial capital, its present as a city of contrasts, and its future as a place where football still matters—deeply. Let’s get the badge in.

Clube de Regatas do Flamengo. Flamengo. So, let’s #GetTheBadgeIn for one of Brazil’s most iconic clubs, born on the waters of Guanabara Bay in Rio and now a giant of South American football.   Flamengo was initially founded on 17 November 1895, not as a football team but as a rowing club, by a group of young men from the Flamengo neighbourhood of Rio de Janeiro. At the time, rowing was considered one of the most prestigious and popular sports in Brazil. Like Botafogo—who also began as a rowing club—Flamengo’s identity was originally tied to the bay. The calm waters of Rio’s natural harbour made it a perfect place for competitive regattas, which were regular social events among the city’s middle and upper classes in the late 19th century.   In 1911, a group of players broke away from Fluminense Football Club (see here: https://www.getthebadgein.net/post/fluminense-fc )  and asked Flamengo rowing club to form a football team under their name. This they did (and the team today is still officially called ‘Flamengo Rowing Club’). The football team played its first official match in May 1912, winning 16–2 against Mangueira. Within a couple of years, Flamengo had claimed its first Rio State Championship, and the football side quickly became the dominant part of the club’s sporting identity. Their rivalry with their former parent, Fluminense is one of the most intense in world football, the so called ‘Fal-Flu Derby’. The only derby I know of that could be called a fratricide. Like two rival brothers – the passion is fierce.   As those footballers approached the rowing club looking to form a new team, they did so at a difficult time for Brazil. Between 1889 and 1930, Brazil’s Old Republic was controlled by wealthy landowners from São Paulo , which produced coffee, and Minas Gerais , known for dairy — a system called “café com leite” (coffee with milk) politics . Slavery had only just ended in 1888 – the last place in the Americas to ban it , and formerly enslaved people received little help or land, continuing to live in poverty. Most Brazilians, including women and the poor, had no right to vote or take part in politics. Although cities grew and immigrants arrived to work on farms and in towns, power stayed in the hands of a small, rich elite. For many working class Brazilians from Rio, living in this unequal world of constraints, football looked like an exciting new symbol of European style growth and modernity. Fluminense had been founded by an Anglo-Brazilian who had learnt of the game when studying in Switzerland. They adopted a stylised Swiss badge with the initials wrapped around each other – Flamengo did the same, adopting the same lettering style and shield motif – but with a striking black and red adopted from the rowing team’s colours. The football shirt, sometimes called the Manto Sagrado (Sacred Mantle), has become one of the most recognisable in world football.   The club’s name and neighbourhood—Flamengo—has more unusual roots. The word comes from the Portuguese for “Flemish”, referring to Dutch sailors who were shipwrecked in the area during an attempted invasion in the late 16th century. At the time, Portugal and Spain were united under the Iberian Union, and the Dutch were at war with the Spanish Crown. Though the sailors never settled there in large numbers, the area retained the name. In later centuries, Flamengo developed into a quiet residential and seaside district, before becoming a fashionable and then densely urbanised part of Rio.   Flamengo’s rise matched the evolution of Rio itself. As Brazil’s capital throughout most of the 20th century, the city attracted waves of migration—from the northeast of Brazil, from rural areas, and from abroad. The club’s support base grew across social classes and regions. By the mid-20th century, Flamengo had become the most widely supported club in Brazil. Players like Zizinho, Dida, and later Zico became national icons. The club’s 1981 Copa Libertadores and Intercontinental Cup wins, particularly the 3–0 dismantling of Liverpool in Tokyo, cemented Flamengo’s place in global football history.   Today, Flamengo remains member-owned. The club’s Ninho do Urubu training centre is a state-of-the-art facility used by both the senior squad and its highly regarded youth academy. Home matches are played at the Maracanã, where Flamengo draws some of the largest crowds in South America. Recent years have seen further success: multiple Campeonato Carioca titles, national league championships, and another Copa Libertadores title in 2019, followed by a third in 2022. The club continues to be one of the wealthiest in Latin America, with a strong commercial structure, major sponsorships, and a large global following.   Flamengo’s badge is simple but it represents a long and layered story. A club that began by breaking away from what it considered the too strict bonds of the more bourgeois Fluminense, at a time when Brazil was still in the grip of an older, restrictive time period. Its fanbase grew as Rio grew. It reflects Rio’s diverse history, its social change, and its enduring obsession with football.