In recent weeks, a brand by the name of Sangalo, based in New York City, have emerged with an intriguing mission statement.
Rather than focusing on the widely recognisable names from the big leagues of Europe, or even the commercial potential of the likes of MLS, their goal is - through storytelling marketing and shirt distribution - to increase the exposure of significant teams from around the world in unfamiliar markets.
Originally furthering awareness of Uganda’s Express FC through stocking their two shirts, Sangalo now also boast agreements with Indian Super League side Hyderabad FC - the competition’s 2021-22 champions - and Paro FC, who won the 2022 Bhutan Premier League without losing a single game.
While the Hyderabad shirts being made available - a yellow-and-black Home and changes in purple and sky blue - have been produced by Hummel, Express and Paro are supplied by, respectively, AZ and T10, so greater exposure will also be enjoyed by smaller, often local, technical partners, and this is something Sangalo will be actively encouraging.
The AZ Express shirts consist of an Arsenal-like Home and a similar white version as a change - both with a striking graphic to the chest - while the red and yellow Paro shirts have a particularly novel asymmetrical design, so aesthetic alternatives to the bigger suppliers are being offered.
Sangalo have ambitions of promoting their partner teams, who many in what are regarded as the traditional football-loving corners of the world will never have heard of, into globally recognisable names. Considering, for example, the growth potential of the still young Hyderabad in India - a country of 1.4 billion people - promotion internationally may mirror domestic raising of profiles, with the sky the limit.
Football kit fans are often insatiable in their desire for the exotic and that’s what Sangalo will be offering. The success of the laudable endeavour - with an aim to “uplift communities” - may be heavily influenced by the excitement towards the range, and with more clubs expected to be added to the stable in due course, Sangalo are a player to watch.
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