Culture and portuguese football are closer than ever.

Culture and football have never been this closely intertwined. Abroad, these synergies have been happening for years, but in Portugal, we are finally taking our first steps. Whether through fashion, art or music, we are increasingly seeing portuguese clubs joining forces with artists, brands and creatives and finding new ways to communicate. And even when these initiatives don’t come directly from the clubs themselves, there is an increasing openness and willingness to embrace these kinds of collaborations - and that is something worth celebrating.

Ultimately, these collaborations bring fans closer to their clubs and help build an identity that goes far beyond football. And there are more and more exciting things happening.

From Kappa Jota and visual artist Dish posing for Estoril’s 86th anniversary kit launch, to Vhils’ collaboration with SL Benfica on last season’s kit. More recently, FC Porto brought street art into the club’s identity, with MrDheo creating a mural at the club’s training ground in tribute to Jorge Costa. Atlético CP joined forces with MAAT, bringing works by artists such as Vhils, Bela Silva and Joana Vasconcelos to their stadium. Leixões also teamed up with fashion brand Coup d'État in a collaboration that brought football and fashion together.

More recently, Beira-Mar brought in the Aveiro based artist Ícaro for the launch of their new kits, once again showing how these connections between football and culture are beginning to find their place in national football.

These are all signs that portuguese clubs are finally starting to understand the potential of culture as a tool for expression, communication and identity. Those who recognise the potential of these connections first will always be one step ahead.