My curiosity and analysis of the Napoli football club emblem stems from the writer's passion for the team. Indeed, a club's crest is more than just a graphic symbol, but an element of identity that evolves over time and reflects social and cultural changes. From the Neapolitan club's origins, the symbol has evolved from the prancing horse to the famous "ciuccio," accompanying its history and the imagination of its supporters.

In modern football, the concept of crest merges with that of brand: no longer a simple sporting emblem, but a marketing and business tool. This phenomenon, which has transformed football clubs into fully-fledged businesses, has also affected Napoli, whose brand has gained increasing international prominence, fueled by the legendary figure of Maradona. The Argentine icon has redefined the boundaries between symbol and legend , and hence a question (which also featured in this author's graduate thesis a few years ago) : Has Maradona strengthened or even replaced the club's identity in the collective imagination?

Index

The socio-anthropological role of the symbol

scudetto-napoli-sociologicamente
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The concept of symbol has always played a crucial role in human history, from the dawn of humanity to the emergence of new digital contexts. It has been studied by multiple disciplines and authors, who have analyzed its social, artistic, religious, and cognitive value. For example, according to Cassirer, a symbol is any concrete or abstract element that expresses meaning, while Eliade (1976) highlights its ability to express multiple meanings simultaneously, going beyond immediacy. Todorov (1978), however, distinguishes the symbol from allegory: the symbol is a "source of ideas," not an image derived from an abstract concept.

Symbolic anthropology, as defined by Fabietti and Remotti (1997), explores symbols both in their social and political dimensions and in their expressive and communicative function. This discipline, originating with Durkheim and Radcliffe-Brown, has expanded its scope from religion to concepts such as the body, power, territory, and symbolic violence (Lévi-Strauss, 1968).

A symbol is a complex and multidimensional object, whose meaning cannot be fully understood outside of its historical and cultural context. Seppilli (1977) states that a symbol can take on different meanings depending on personal and collective history, and even folklore can prove to be a human document of great value. Sacred symbols, moreover, have an effect on those who recognize them, predisposing them to certain actions and eliciting specific states of mind.

Sacred symbols in football

Sacred symbols are fundamental to all religions, representing ultimate values ​​and truths for those who recognize them as such. For example, the Torah for Jews, the cross for Christians, and the Kaaba for Muslims (Eliade 1993). According to Eliade, the symbol not only extends the hierophany, but represents it integrally, revealing a reality that no other manifestation could express.

In football, as in religion, symbols and rituals play a central role: the flag, the scarf, the team crest act as signs of identity and rituals for fans, facilitating membership and creating a sense of belonging and fervor. Durkheim, in particular, described sacred symbols as "separated" from the profane and "forbidden" to those who are not "consecrated." They engender respect and reverence, to the point that approaching them without proper preparation can be "dangerous."

Animals

The tradition of associating crests and mascots with football teams dates back to the 20s, when Guerin Sportivo, with designer Carlin Bergoglio, introduced the use of animals as symbols of belonging for each team, creating the so-called "animalìe" (Bergoglio, 1928). This tradition spread and consolidated with Panini stickers from 1960, which began to include team crests, transforming these symbols into identity brands (Panini 1961-62).

Guerin Sport newspaper symbol of football
The first "animalie" were published in 1928

Over time, football crests and symbols have acquired a ritual value, as Victor Turner points out: ritual is a codified behavior that strengthens collective identity and beliefs (Turner, 2001). For Bifulco and Pirone (2014), small fan rituals (wearing scarves and carrying amulets) serve to consolidate cohesion and express a shared passion.

Identification in a symbol

The concept of identity in sport should be understood as identification and a sense of belonging to a group , team, or nation, rather than merely as "individual knowledge." This identification can lead to extreme manifestations of rivalry, such as violence in football matches, when respect for the opponent is lost and the rival is seen as an enemy to be defeated physically, rather than fairly.

In football, the world's most popular sport, identification with the team and its symbols is often accompanied by rivalries that go beyond the sporting realm and are linked to political , social, or religious dimensions. For example, the Glasgow derby between Celtic and Rangers represents a clash between Catholics and Protestants; "El Clasico" between Barcelona and Real Madrid embodies the tension between Catalan independence and the central power of Madrid; the derby between Partizan and Red Star in Belgrade reflects the scars of war and social division (Bromberger, 1995).

Historical contrasts, between sacred and profane

Even in the Italian context, as Bromberger (1995) observes, the rivalry between Napoli and Juventus is more than a simple sporting clash: it represents a historical, economic and social contrast , perceived by Neapolitan fans as a "revenge" of a subaltern south against an arrogant north.

The "sacred-profane duality" described by Durkheim (Bromberger, 1995) can also be applied to football: collective identity is expressed through symbols, colors, and rituals that evoke a sense of belonging to a community, as Victor Turner explains with the concept of "social rituals" (Turner, 2001). This connection is visible in stadiums and symbolic places of football, such as the Diego Armando Maradona Stadium in Naples, dedicated to the legendary footballer and a place of worship and commemoration for the Neapolitan community (Bifulco, 2021).

Luca Bifulco interview sociologicamente soccer sport
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The history of football, therefore , shows how sport not only generates identification, but also reflects class and social dynamics. While sports originated as aristocratic pastimes, with the popularization of disciplines like football, the noble classes distinguished themselves by moving to more exclusive activities like rugby or sailing, in a constant quest for social distinction.

In this context, the myth of Maradona stands as a symbol of belonging for the community, embodying a collective identity based on shared passions, ideological conflicts, and emotional participation, helping to create a sense of internal solidarity (Bifulco, 2021).

Football in Neapolitan culture

Football entered Neapolitan culture in 1896 with a match between the Real Club Canottieri, but it wasn't until 1901 that Virtus Partenopea participated in football tournaments. Football Club Partenopeo was founded in 1905 by the Scarfoglio brothers, but it didn't last long: football in Naples consolidated in 1905 with the founding of the Reale Club Canottieri, later renamed Napoli Football Club in 1906. In 1911, the club faced the sailors-players of the ship Arabik, which had just defeated Genoa. In 1911, Napoli's foreign branch split off, creating the Unione Sportiva Internazionale Napoli.

In 1926, the Italian Football Federation (FIGC) approved the Valvassori-Faroppa project, admitting teams from central and southern Italy to the Prima Categoria championships. AC Napoli was founded on August 25, 1926, by Giorgio Ascarelli, who changed its name from Internaples for political reasons related to the fascist regime. The team was eventually reinstated in the National Division despite a disappointing season.

Transformation and evolution of the coat of arms

Napoli football symbol, sun horse
the Sun's Courser

AC Napoli's first crest depicted a prancing horse on a ball, symbol of the Kingdom of Naples. Pasolini described this symbol as representative of an unyielding people: "The Neapolitans have decided to become extinct, remaining Neapolitans to the last man." The horse, also known as the Corsiero del Sole, was a symbol of great historical significance for Naples.

In recent years, president Aurelio De Laurentiis suggested restoring this symbol on Napoli's jerseys, calling it "the sign of a people's indomitable spirit." Collective memory, according to Berger and Luckmann (1966), is fundamental to the construction of identity, and the Corsiero del Sole remains part of the city's sporting culture. Over time, the horse symbol was replaced by the donkey, or "ciuccio," which became Napoli's mascot. This change was influenced by an anecdote from the 20s in which a fan joked about the team in a bar: "Cchiu ca nu cavallo, me pare o ciuccio de zi Fichella..." (He looks like a horse, I think he's a donkey from Uncle Fichella...)

Evolution of a symbol: from horse to "pacifier"

The pacifier, initially seen as a symbol of mockery, became a lucky charm and was adopted by fans, representing a folkloric connection with the city. In 1960, Bruno Roghi elevated the pacifier, calling it representative of the Neapolitan crowd. Over the years, the pacifier has also appeared on Napoli's jerseys, cementing an identity that distances itself from the horse's noble past.

The donkey, an ambivalent symbol, reflects the contradictions of Neapolitan culture, but today it no longer officially appears on Napoli's jerseys, a sign of a shift in the club's visual identity . The current logo retains similar shapes, but the image of the donkey has become a folkloristic symbol, making Napoli a popular rather than elitist entity.

New Symbolism: Marketing in Football

Merchandising in football is an important promotional activity, using the club's brand and image to sell a wide range of products, from merchandise to apparel such as shirts and scarves. This industry, which emerged in England, is also growing in Italy , despite challenges such as the rise of counterfeit products and the preference for the most prestigious European teams. Football clubs can manage merchandising directly or outsource it through licensing agreements.

Napoli football pacifier symbol

A club's true strength lies in its ability to create an emotional connection with fans that goes beyond sporting results. A recognizable logo not only stimulates emotions but also generates a strong sense of belonging among members of the fan community. As Randall Collins (2008) states, these consumers are not simply customers, but participate in shared rituals that strengthen their bond with the brand. Passion for the team often requires sacrifice, and clubs must recognize and repay these emotional investments.

Getting excited about the symbol: tribal marketing

Tribal marketing is essential for engaging fans, especially through digital channels and social media, where they can feel like they're playing a key role . This approach helps expand the fan base , generating increased revenue both from the sale of merchandise, symbolic of the football "tribes," and through more lucrative sponsorship deals.

In Italy, mascots are gaining popularity and aim to connect with younger audiences. Mascots are already an established feature in Anglo-Saxon sports. A notable example is Leicester City FC's "Filbert Fox," who signed a sponsorship deal in 2016, demonstrating how mascots can add value to a brand.

Sports marketing is therefore a crucial source of funding for football clubs, and fan loyalty is essential to ensure financial returns. However, brand value is dynamic and can fluctuate based on sporting results.

According to Brand Finance's "Football 50" report, no Italian team appears in the global top ten, but brands like SSC Napoli and FC Inter have seen significant growth in value. Brand analysis highlights its importance as an intangible asset linked to reputation and marketing, a topic explored in the next section.

Napoli Brand: Third in the Italian Market

In recent years, SSC Napoli has made significant progress in its branding thanks to its sporting successes and the De Laurentiis era, marked by victories and new sponsorships. The opening of social media accounts in several languages ​​and a presence on platforms such as Dugout and Weibo have increased brand awareness. According to Brand Finance and a YouGov Sport study, Napoli ranks third in the Italian market, surpassing clubs such as Juventus and Inter.

This growth is also due to the team's engaging play, which has attracted a young audience. Significant sponsorship deals, such as the one with Amazon in 2021, have increased the brand's visibility.

Napoli emerges as a brand of the beautiful game; Fournier (1988) defines the brand as an "active member" in consumer relations. Coach Maurizio Sarri elevated Napoli in 2018, creating a new playing philosophy, "Sarrismo," recognized by Treccani. Spalletti then, with the victory of the third Scudetto, fueled an incredible euphoria towards Napoli, in some ways the blessing and curse of recent times.

Identifying with the Naples brand

The fan is the protagonist of the process of identification with the club, motivated by passion and history. Maradona, the symbol of the team, embodies profound values ​​for Neapolitans: his figure lives on through murals and celebrations that unite the community . In this regard, Basile (2013) highlights that identification with the brand creates a deep bond between members; in fact, after Maradona's death in November 2021, Napoli paid homage to the player with a special jersey, as if he were a saint.

Maradona Naples sociology of sport

The Napoli brand evokes social redemption, with the figure of Maradona continuing to unite the city and keep alive the passion of the fans, actively contributing to the creation of a plethora of fans around the world. Alongside the symbol, therefore, the star-saint Maradona lives and embodies a passion.

Throughout its history, Napoli has faced many challenges in the Italian football landscape, originally dominated by teams from the North. Only 8% of its league titles have been won by teams from the South, and two of Napoli's three titles are linked to Diego Armando Maradona, who embodied the fight against prejudice against the Neapolitan people. His iconic quote during the World Cup in Naples denounced the marginalization of Neapolitans.

Maradona was an embodied symbol for Naples, representing social revenge for a historically discriminated city . Yet, the transition from a horse to a donkey in the Napoli crest symbolizes a social shift and an eternal conflict between the sacred and the profane, already present in its history as a football club. Today, Napoli is growing and can aspire to a new success in football, representing the rebirth of a dream and the indomitable strength of the city.

Nicholas Middle

References

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