Wieden+Kennedy saturates a football kit in sponsors to highlight its clients

“So, if you’d like your company's logo committed to cloth, or just fancy a low-level 5-a-side football match, don’t hesitate in contacting Wieden+Kennedy London.”

Commenting on the brand-laden W+K football jersey, its executive creative director Iain Tait said: “It looks uncomfortable”.

Freddy Taylor, a creative at Wieden+Kennedy London, admitted that the work is a comment on the over-saturation of ads. "Especially in the sporting realm. When we had to convince the higher powers at W+K London to let us do this we started with a mood board of images. You can imagine it, Ronaldo holding a bucket of KFC, Sturridge in a green, collared Subway uniform and Messi shaking hands with a chef on the side of a plane. Endorsements and sponsorships, whether we like it or not, are as much a part of the top flight game as the (sponsored) ball itself. The next land grab is the kit. And we, ad people, will probably be complicit. So, yeah, it's complicated."

W+K London, with the kit, his also acknowledged the ethereal nature of client relationships. All the brands are velcroed onto the kit. "We made the entire kit from it and then had the logos printed as patches so we could adapt the design if and when we gained a new client."

Acknowledging that the shirt's influence on modern sports marketing. "Yes. Eventually, there will only be sponsorship, and football will be a distant memory.

Featured on the kit are brands like Bud Light, Honda, Nike, Sainsbury’s, Three and TK Maxx.