The financial implications of high-profile signings extend far beyond the initial transfer fee. The announcement of a marquee signing triggers an immediate surge in shirt sales, with fans eager to don the colours of their new hero, while the commercial department works overtime preparing jersey launches. Wirtz's presence elevates Liverpool's marketability across German-speaking territories and beyond, potentially increasing the value of broadcasting deals and attracting new international viewership. The 22-year-old's reputation as one of Europe's most promising talents adds star power that television networks crave. Major signings also provide clubs with leverage in sponsorship negotiations, as partners want to associate their brands with excellence, and record-breaking transfers signal ambition and quality that sponsors find irresistible.

The transfer window serves as one of football's most effective engagement tool, creating countless conversation points and emotional touch points for supporters. Social media engagement skyrockets during announcement periods, with fans sharing their excitement, analysing tactical implications, and debating the potential impact of new arrivals.

When asked what makes a good player unveiling, South African photographer Denga Netshituka states that, player unveilings serve a simple but important purpose. They introduce a new player to a club's fanbase. More often than not, it's someone the fans already know, at least by name. So, for these announcements to really land, they need to go beyond just a photo and a caption. They need to tell a story or spark a connection.

According to Denga, a good player unveiling, from a fan engagement and storytelling point of view, should tick at least one of the following boxes:

1. 1. Give insight into the player's background. Where they're from, who they are beyond the pitch.
3. 2. Showcase their skillset. What do they bring to the team? What type of player are they?
4. 3. Fit them into the bigger club picture. How do they align with the club's vision or project? There are many ways to communicate any of the above depending on the profile of the player. Some announcements can be visual. Others might be cinematic or even be skit-based, depending on current trends in and around the club environment.

What matters is that it resonates with the club's fans, its city, and its identity. The best unveilings also reflect the culture of the club and the city it represents. This only works well when a club has figured out its content and brand direction. Once they do, you'll often see a consistent style or creative approach which evolves over a few seasons.

In Europe, we've seen different styles emerge that reflect club identity for example. Real Madrid remain rooted in tradition. Their announcements are largely formal, a press release followed by the grand unveiling at the Santiago Bernabéu. It's minimal, consistent, and rooted in legacy.Arsenal and Chelsea, on the other hand, lean into storytelling. They create cinematic visuals, tap into London culture, or explore the journey of the player. These aren't just announcements, they're statements, aimed at deepening connection with their fans. This creative direction adds emotional value to the signing and gives fans a compelling reason to care, even before the player kicks a ball

"In South Africa I think we're still in a largely experimental stage. For the most part, we're playing it safe. There's no consistent application of style across the clubs. The ambition is there, but the execution fluctuates. Some clubs show glimpses of brilliance, then fall back into generic announcements. Orlando Pirates' Oswin Appollis announcement was a rare standout. An animated video that leaned into the long-standing speculation around his signing, dating back to December 2024. It was smart, timely, and emotionally satisfying for fans who had been tracking the transfer story for months."

South African football clubs have the raw material. Passionate fans, cultural richness, unique cities, and compelling player stories. What's missing is creative consistency and identity. We just need to be more intentional. Know the audience. Speak in the club's tone. Tell us why the signing matter.