Author: Zen, PANews
If we consider European century-old football clubs as long-term samples of "community products," what truly impresses is not the number of trophies, but the ability to engage people from different generations, social classes, and even nationalities to continuously invest time, money, and emotions into protecting the same community over a hundred years.
This precisely hits the core dilemma of Web3 startups: the industry excels at discussing growth, incentives, tokens, and governance, yet often lacks a sense of belonging and trust that can transcend cycles. The hype comes quickly and dissipates just as fast; many projects are like shooting stars across the night sky, fleeting and soon silent; most DAO attempts begin with idealistic utopias but end in self-serving conflicts of interest.
If we rewind to the era when football clubs were born, we find a more straightforward and long-term logic: clubs were initially created not to serve the commercial will of a boss but to represent the community and fans, which aligns perfectly with the Web3 industry's repeated emphasis on "community-driven." Therefore, returning to the origins of those century-old clubs may provide a more reliable reference for building Web3 communities.
Identity Recognition and Cultural Belonging
In 1878, a cheer erupted in a workers' tavern on the outskirts of Manchester, England, as several railway factory workers who often gathered there after work excitedly discussed the idea of officially forming a football team. Subsequently, this group of railway workers established a team in Newton Heath, choosing the railway company's iconic green and gold colors for their uniforms, even renting a nearby tavern for their changing room. Thus, a team founded by ordinary workers quietly came into being—this was the predecessor of the Premier League giant Manchester United.
Such stories are not unique to Manchester United. Across the European continent, many century-old clubs are rooted in working-class communities and local cultural soil, with football deeply embedded in the grassroots of industrial cities from its inception.
In Spain in 1899, a young Swiss man named Hans Gamper, looking for people to play football with in a foreign land, placed an advertisement in a local sports magazine seeking like-minded individuals to form a football team. This notice marked the "true beginning" of FC Barcelona: an international group of Swiss, Catalans, English, and Germans gathered at the Solé Sports Hall to establish the club.
Gamper's goal was to create an organization open to everyone, regardless of background, where all could speak freely. He envisioned a club that would promote social integration and create a democratically managed society by its members. To express his gratitude to Catalonia for accepting him, Gamper infused the essence of Catalan cultural identity into FC Barcelona, which subsequently defined the club's image.
Recently, Juventus, which rejected a takeover by stablecoin company Tether, also has a story rich in community spirit. The official history simply states that in 1897, a group of high school students in Turin conceived the idea of forming a team while sitting on benches in the city center, leading to the club's birth. However, what Juventus exemplifies is how it transcended the geographical limits of a "city club," gaining national support in Italy, partly due to the migration of southern populations—allowing immigrant groups to see supporting Juventus as part of integrating into city life.
Looking back at the history of Europe's old clubs, it is evident that identity symbols and rituals played a crucial role in their community-building process during their formative years. The team's colors, name, home ground, and more all reinforced community identity, adeptly using symbols and stories to add identity labels that ordinary people could identify with and take pride in.
For instance, in 1883, when Blackburn Olympic became the first working-class team to win the FA Cup, the entire working class in North England celebrated, viewing it as a symbol of the grassroots defeating the upper class. This narrative of the underdog further ignited the passion of fans across the region, and the club gained its first loyal supporters in a snowball effect.
For the Web3 entrepreneurial community, the paths taken by football clubs a century ago in establishing and nurturing communities offer valuable lessons. By fully leveraging cultural soil and grassroots power, projects can clarify their identity, cultural belonging, and sense of mission from the very beginning. Just as workers in the industrial era came together due to shared interests, cities, and class identities, Web3 communities can unite users around common values or visions.
Web3 projects also need to find their identity and core users early on. Drawing from the practices of football clubs, entrepreneurial teams should distill clear identity symbols and stories for the community. The community needs to find a "spiritual home" that resonates with users, such as a decentralized belief, a subcultural identity, or a mission to solve real-world problems, serving as the cultural soil for the community. By emphasizing this sense of identity and cultural belonging, they can attract early like-minded participants to gather spontaneously, laying a solid foundation for future growth.
Respecting and Trusting the Power of Community
The century-long journey of football clubs has not been smooth sailing. Whether facing financial crises, management turmoil, or external storms, what often keeps many old clubs standing strong is not a wealthy benefactor or politician, but the united community behind them. When crises strike, it is often these ordinary people who view the club as part of their lives that step up to protect it.
"In a football club, there are three sacred entities—the players, the coach, and the fans. The board members are not part of it; they are just there to sign checks," emphasized Liverpool's legendary manager Bill Shankly, highlighting the essence of football.
In the late 2000s, Liverpool found itself deep in debt under its former American owner, with performance and finances on the brink of collapse. Fans, naming themselves after the godfather-like manager Shankly, spontaneously formed the "Spirit of Shankly" organization to protest against the mismanagement of the higher-ups. Between 2008 and 2010, large-scale fan demonstrations erupted inside and outside Anfield, with banners, sit-ins after matches, and even traveling to the High Court in London to support lawsuits.
Ultimately, the fans' resolute stance forced the unpopular owner to sell the club, and the new owners quickly stabilized the situation. "The unique bond of the club lies in the sacred relationship between the fans and the team; that is the heartbeat of our club," the new management stated in an open letter to fans, apologizing and promising change, subsequently freezing ticket prices for many years to rebuild fan trust. These scenes illustrate that when a club loses its direction, it is the community that collectively pulls it back on track.
Similarly, in the mid-2010s, Borussia Dortmund faced a mountain of debt after excessive spending, coming close to bankruptcy in 2005. At this critical juncture, the fan organization of Dortmund initiated protests and the "We Are Dortmund" movement, calling on all sectors of the city to lend a hand. Tens of thousands of yellow and black supporters sang the team song outside the stadium, fundraising for self-rescue, and players voluntarily took a 20% pay cut to weather the storm together.
Ultimately, through the combined efforts of local government, businesses, and fans, the club overcame its difficulties and was reborn. The reborn Dortmund transformed this experience into a new culture: the club adopted the slogan "Echte Liebe" (True Love), emphasizing the unconditional support of the Dortmund spirit. A Dortmund midfielder stated, "True love means unconditional love—this is the spirit of Dortmund, our strength."
It is evident that in times of crisis, what truly helps a club weather the storm is the unbreakable bond with its community. This power comes from the recognition within each ordinary supporter, who sees the club as a shared cause and honor. When the external environment is turbulent, the fan community acts as an indestructible support system for the team's future.
Moreover, some clubs have institutionalized community involvement in their governance structures, thereby enhancing their resilience against risks. Both FC Barcelona and Real Madrid in Spain maintain a membership system, with no shareholder dividends, and the club president is elected by all "Socios" members. Barcelona has over 150,000 members, making it the largest membership-based club in the world. This decentralized ownership makes it difficult for any consortium to control the club, and major decisions must consider the interests of the broad membership. For example, in the mid-2010s, Barcelona faced financial difficulties but still rejected external capital acquisition, thanks to the votes of thousands of members safeguarding the club's independence.
Similarly, most clubs in Germany adhere to the "50+1" rule, ensuring that fans and members hold the majority voting rights. This institutional design makes clubs more like public property; when storms arise, fans do not stand by idly but participate in decision-making and weather the storm as stakeholders.
Web3 projects, which have always emphasized community, inherently possess the technical advantage of allowing community participation in governance and shared benefits. They can draw inspiration from century-old clubs to build more resilient community governance and incentive mechanisms.
First, advocate for true community co-construction and co-governance. Just as membership clubs grant voting rights to fans, Web3 projects can allow users to participate in important proposal voting through tokens or DAO mechanisms, enhancing their sense of belonging and responsibility. When projects hit a low point or face crises like hacking, these deeply bonded community members are more willing to step up and contribute rather than walk away.
Second, design reasonable token incentives to bind interests. For example, referencing sports clubs' season tickets and equity, issue tokens with governance rights or profit-sharing mechanisms, allowing long-term holders and participants to gain more rights. When community members are invested both economically and emotionally, they are more likely to choose to hold on and help improve the project during bear markets rather than sell off and exit.
Additionally, valuing spiritual incentives is the most important yet hardest to replicate aspect. The support of football fans is often an emotional investment without expecting returns. Web3 communities should also foster this spiritual bond, such as sincerely communicating with the community during difficult times, acknowledging mistakes like Liverpool's new owners did, and expressing respect and gratitude to users. When users feel the sincerity of the project and a sense of community, they are often more determined to stay and even actively call on others to support the project through tough times.
Legendary Figures and Spiritual Totems
Over the long years, football clubs often shape one legendary figure after another. They may be heroic players who turn the tide on the pitch or renowned managers who solidify the club's success behind the scenes. These vivid personalities become shared memories and talking points within the fan community, serving as anchors and spiritual totems that weave the club's narrative.
In the 1960s, Liverpool's manager Bill Shankly not only led the team back to the top league and won championships but also left a deep imprint on fans' hearts with his charismatic personality. Born into a Scottish mining family, he adhered to a socialist football philosophy, advocating for teamwork and shared honor. It is said that Shankly often told players in the dressing room, "I am just an ordinary fan in the stands, merely fulfilling the role of a coach. You and the fans are on the same side; we are one family." Many of his famous quotes are still cherished by Liverpool fans today.
Shankly wrote in his autobiography: "From the beginning of my coaching career, I have strived to show the fans that they are the most important. You must understand how to treat them and win their support." This was Shankly's belief, and he acted on it. In April 1973, when Shankly and the team showcased the league championship trophy to the fans in the Kop stand at Anfield, he saw a police officer toss aside a Liverpool scarf that was still directed towards him. Shankly immediately picked up the scarf and put it around his neck, telling the officer, "Don't do that; it's precious."
Shankly emphasized the importance of communicating with fans, using the public address system to explain team lineup adjustments and his views on the previous match. He personally replied to fan letters using an old typewriter. He would not hesitate to secure match tickets for fans he believed deserved help, writing in his autobiography that he was willing to give anything as long as it was reasonable.
When Shankly passed away in 1981, thousands of fans spontaneously took to the streets to bid him farewell. From then on, Shankly became not only a legendary coach in the club's history but also a spiritual symbol of the city of Liverpool. Thus, when Liverpool fans formed an organization to protest against bad owners, they unhesitatingly named it "Spirit of Shankly"—drawing on the power of this legendary figure to call for unity. This reflects the immense influence that star leaders have on community narratives: their personalities and stories elevate into symbols that guide and inspire the entire community.
In terms of players, every major club has its "flagship figures" who are revered by fans. Sir Matt Busby and Sir Alex Ferguson of Manchester United, two generations of father figures, created the Red Devils dynasty, with their passion and wisdom becoming legends in the hearts of fans; Dutch star Johan Cruyff for Barcelona, both a hero during his playing days and later as a coach who ushered in the "Dream Team" era, establishing Barcelona's aesthetically pleasing possession style.
It can be said that the story of every great club is brought to life by the presence of these iconic figures. The actions of star players resonate with the community, and their shining moments become collective memories, transforming into narrative carriers and spiritual coordinates for the community.
In Web3 communities, although the context differs from football, effectively utilizing "key figures" to shape community narratives is equally important. Core members of the entrepreneurial team or project ambassadors can enhance community cohesion through their personal charisma. This is not about promoting personality cults, but rather about leveraging the values and stories of leaders to provide clear spiritual guidance for the community.
Correspondingly, these key figures should also adhere to ethical and professional standards, actively interact with the community, maintain transparency and sincerity, and respect and care for the community from the heart, just as Shankly respected the fans. Based on this, skillfully utilizing the influence of stars and core members can provide a strong narrative anchor for Web3 communities, inspiring emotional resonance and long-term loyalty among members, just as century-old clubs have tightly connected generations of fans through legendary stories.
It is important to note that over-reliance on a single star figure also carries risks. Therefore, while Web3 teams leverage the star effect, they should also focus on cultivating a sense of overall belonging within the community, ensuring that even if key figures step down, the spirit of the stars can be passed down through systems and culture, allowing the community narrative to continue with a coherent thread.
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