The Athletic FC Podcast: "Do Shirt Numbers Still Matter?" Release Date: July 30, 2025

Introduction

In the latest episode of The Athletic FC Podcast, hosted by Ayo Akinwolere, the hosts delve into the enduring significance of shirt numbers in football. Featuring insights from hosts like David Ornstein, Phil Hay, Adam Crafton, and Matt Slater, the discussion navigates through the cultural, psychological, and marketing aspects that make certain numbers iconic or, conversely, considered unlucky.

1. The Multifaceted Significance of Shirt Numbers

Superstition, Status, and Ego

Stu James opens the conversation by highlighting the various elements that contribute to the importance of shirt numbers:

"There are several factors here. I think one of the first, as strange as it sounds, is superstition. Players become really attached to certain numbers, especially when they've come through wearing a number from a young age."
— Stu James [02:24]

He further explains how shirt numbers can symbolize a player's position, stature, and even their ego within the team dynamic. For instance, iconic numbers like Liverpool's 7, made legendary by players such as Doug Lish and Kevin Keegan, carry a legacy that transcends the individual.

Branding and Marketability

Phil Hay expands on the branding aspect, emphasizing how shirt numbers become integral to a player's brand identity:

"CR7, obviously, in the women's game, you've got Sam Kerr. And there was a really fascinating little extract in the documentary they did a few years ago where Sam Kerr had signed for Chelsea. Paul Green... just sort of casually said, awkwardly, at the end of this chat, Sam's going to wear the number 20 shirt because that's part of her brand."
— Stu James [04:00]

This highlights how numbers are not just identifiers but are deeply entwined with a player's personal brand and marketability, influencing merchandise sales and fan recognition.

2. Personal Stories and Preferences

Hosts' Own Number Journeys

Stu James shares his personal experiences with shirt numbers, revealing a fondness for the number 37—a number that has become one of his lottery picks:

"My squad number at Swindon was 37. And that has always remained one of my lottery numbers ever since."
— Stu James [06:06]

Conversely, he recounts an amusing anecdote about wearing the number 10 jersey as a wing back, a position typically not associated with such a prestigious number:

"Ridiculously, Jack, I wore the number 10 shirt and I was playing wing back. I don't know what that was about at all."
— Stu James [06:19]

Phil Hay shares his lack of reverence for shirt numbers during his youth, describing chaotic moments of number selection that lacked order and respect:

"I remember being in youth team changing rooms... everyone would just grab, grab, grab, and so there was no consistency to it at all."
— Phil Hay [07:48]

He expresses a preference for numbers like 6 in midfield, appreciating their aesthetic and practical significance on the pitch.

3. The Iconic Number 10

Legacy and Responsibility

The number 10 shirt stands out as the most coveted and symbolically charged number in football. The hosts discuss its association with legendary players and the weight of responsibility it carries:

"The number 10 is the guy you look for in times of difficulty. He's the guy who's going to change the game for you, who's going to step up."
— Phil Hay [37:24]

Stu James reflects on the emotional and historical connections fans have with the number 10, citing Diego Maradona and Lionel Messi as epitomes of what the number represents:

"If you go along to a game and you don't know the teams, you think the 10 would be decent. He'll have something about him, he'll be a good player."
— Stu James [19:00]

Modern-Day Bearers

The discussion also touches on contemporary players inheriting the number 10 shirt and the expectations that come with it. Lamin Yamal’s acquisition of the number 10 at Barcelona is highlighted as a significant moment:

"Lamin Yamal... he's so young still. But also I compare it to maybe Ansu Fati... Lamin has played more minutes than Lionel Messi had before taking the number 10 shirt."
— Phil Hay [22:44]

This transition underscores how new talents continue to shape the legacy of the number 10, blending historical significance with fresh potential.

4. Branding and Merchandise Impact

Shirt Sales and Market Influence

The hosts discuss how iconic numbers drive merchandise sales, using examples like Ronaldo’s CR7 and Yamal’s number 10:

"Yamal 10 jerseys are going to be a pretty heavy seller for the next, what, 15 years, maybe longer."
— Phil Hay [22:44]

They explore how a player's number can influence fan behavior, brand partnerships, and global recognition, making certain numbers synonymous with football excellence.

5. Superstitions and "Cursed" Numbers

Numbers with Negative Connotations

While some numbers are revered, others are believed to be cursed due to unfortunate associations with past players. The number 12 at Swansea is cited as an example of a "cursed" number:

"There's the bizarre one there... Swansea's number 11 is viewed as cursed."
— Stu James [38:14]

Phil Hay adds that cultural superstitions can influence player preferences and club policies:

"Massimo Chalino doesn't let any of his players wear 17 because 17 is an unlucky number in Italy."
— Phil Hay [39:41]

These superstitions, whether based on historical mishaps or cultural beliefs, add another layer to the complexity of shirt number significance.

6. The Future of Shirt Numbers

Evolving Significance in Modern Football

The podcast concludes by contemplating the future relevance of shirt numbers in an era where digital branding and player mobility are ever-increasing. The hosts ponder whether numbers will continue to hold the same weight or evolve with the changing dynamics of the sport.

"It's going to be interesting because... it's a lot to ask of your mouth to maintain the level for that long, but, you know, in 20 years time, are the Yamal shirts going to be everywhere?"
— Phil Hay [22:44]

This speculation invites listeners to consider how traditions adapt in the face of modern marketing and globalized football culture.

Conclusion

The episode effectively underscores that shirt numbers in football transcend mere identifiers. They embody a blend of superstition, legacy, personal identity, and marketing prowess. Iconic numbers like 10 carry the weight of legends and the hopes of future stars, while other numbers may grapple with superstitions or lackluster associations. As football continues to evolve, the significance of shirt numbers remains a testament to the sport's rich cultural tapestry.

Notable Quotes

• "There are several factors here. I think one of the first, as strange as it sounds, is superstition."
  — Stu James [02:24]

• "CR7, obviously, in the women's game, you've got Sam Kerr."
  — Stu James [04:00]

• "The number 10 is the guy you look for in times of difficulty."
  — Phil Hay [37:24]

• "Yamal 10 jerseys are going to be a pretty heavy seller for the next, what, 15 years, maybe longer."
  — Phil Hay [22:44]

• "Massimo Chalino doesn't let any of his players wear 17 because 17 is an unlucky number in Italy."
  — Phil Hay [39:41]

Listeners Who Missed It

For those who haven't tuned in, this episode offers a comprehensive exploration of shirt numbers in football, blending personal anecdotes with in-depth analysis of their cultural and commercial impact. Whether you're a die-hard fan interested in the nuances of the game or a casual observer curious about player identities, this discussion sheds light on why shirt numbers still hold significant meaning in the beautiful game.