Report: Can Chelsea’s Latest Star Become a Global Football Icon? | OneFootball

Cole Palmer: From Premier League Star to Global Icon?

Cole Palmer’s meteoric rise has been one of the most captivating stories of the Premier League this season. With six goals and five assists in just eight matches, Palmer’s performances have propelled Chelsea back into the conversation for a top-four finish, after a lacklustre 12th place in the 2022-23 campaign. His contribution has not gone unnoticed, as the young English forward scooped up the Premier League’s Player of the Month award for September and was also crowned England’s Player of the Year for the 2023-24 season.

It’s a remarkable achievement for a player signed for £42.5 million from Manchester City. In a squad that has seen more than £1 billion spent by Chelsea’s new ownership, Palmer’s transfer has turned out to be one of the most astute pieces of business since the Behdad Eghbali-Todd Boehly consortium took over the reins at Stamford Bridge.

But Palmer’s influence is stretching far beyond the pitch. His growing appeal, quirky personality, and iconic goal celebration have catapulted him into the limelight, raising the question: is Cole Palmer on the path to becoming a global football brand?

Rising Star in the Premier League

Palmer’s transfer to Chelsea on deadline day in September last year was seen by some as a gamble. After all, he had grown up at Manchester City, a club famed for nurturing young talent, and had only begun to make strides into the first team under Pep Guardiola. Yet, Palmer’s move has been anything but a risk.

From the outset, his impact on the pitch was immediate. His six goals and numerous assists have been instrumental in Chelsea’s resurgence this season. Palmer has quickly become a fan favourite at Stamford Bridge, with his performances characterised by flair, creativity, and an innate ability to find the back of the net in crucial moments. The Premier League’s recognition of his talent with Player of the Month and England’s Player of the Year awards only cements his place as one of the most exciting talents in European football.

Photo: IMAGO

However, what has arguably made Palmer stand out even more is his off-field persona.

The ‘Cold Palmer’ Phenomenon

Palmer’s personality and, more specifically, his goal celebration have played a significant role in his growing popularity. Known as ‘Cold Palmer,’ the celebration sees Palmer maintain an ice-cold, deadpan expression after scoring – a look that has captivated fans and social media alike. It’s this kind of visual identity that has made Palmer a unique figure in the footballing world.

Photo IMAGO

A recent example of this came when the NFL was promoting the Minnesota Vikings-New York Jets game in London. They could have turned to any Premier League star to help boost the event’s publicity, but they chose Palmer. Justin Jefferson, one of the NFL’s brightest wide receivers, held up a Chelsea shirt bearing Palmer’s name and mimicked his now-famous ‘cold’ celebration. The video quickly went viral, amassing over 270,000 likes on Instagram.

Further evidence of Palmer’s growing influence came when Trae Young, a point guard for the Atlanta Hawks and NBA All-Star, was asked about sharing a celebration with Palmer. “I hear he’s a pretty good player,” Young told Podcast P, adding that the cold celebration came naturally to him.

What’s interesting is that Palmer, despite his fame, remains rooted in his origins. In an interview with The Telegraph, he revealed that the celebration was a tribute to his former Manchester City academy team-mate, Morgan Rogers. “It symbolises joy, passion, and hard determination for the game, plus it’s funny as it works well with my name,” Palmer explained.

This authenticity has helped endear him to fans and marketers alike. Misha Sher, a board director at the European Sponsorship Association, noted in The Athletic how Palmer’s goal celebration has created a distinct visual identity that resonates with a young audience. “Because of how easily these things get picked up and shared, you are seeing NFL players and even kids in the playground copying the celebration,” Sher said. “It’s simple but very powerful in the world of building a brand.”

Building a Brand: Palmer’s Appeal to Businesses

Palmer’s brand appeal has not gone unnoticed by the business world. Tim Crow, an expert in sports marketing, explained that Palmer’s appeal goes beyond his footballing prowess. “There is no doubt that brands have their eye on him,” Crow stated in The Athletic. “I have had a number of calls about him from clients.”

Palmer has already begun signing lucrative partnerships, including a deal with British fashion giant Burberry. In a strikingly minimalist promotional video, Palmer is seen fishing while clad in a Burberry duffle coat. The video, lasting over nine minutes, is quintessentially ‘Cold Palmer’ – understated, calm, and effortlessly cool.

Photo The Irish News

He has also dipped his toes into fast fashion, promoting boohooMAN on Instagram, where he boasts over five million followers. Palmer’s reach doesn’t stop there – he’s a Nike athlete, has worked with EA Sports, and even partnered with Toshiba in a TikTok video that garnered four million views.

Yet, his most successful video remains a playful clip of Palmer placing his PFA Young Player of the Year trophy in a fridge, a cheeky nod to his ‘Cold Palmer’ persona. That video racked up an astounding 36 million views, far surpassing his other commercial efforts.

What sets Palmer apart, according to marketing experts, is the authenticity of his content. Unlike many athletes who carefully curate their social media presence, Palmer’s persona feels organic and genuine. “I don’t think he would have sat back and worked out the whole ‘Cold Palmer’ thing,” Sher explained. “It has organically happened, and that’s why it has taken off.”

Can Palmer Become a Global Brand?

While Palmer’s growing fame is undeniable, it’s still early days in his journey towards becoming a global brand. Sher and other marketing experts caution that becoming a global brand is no easy feat – it requires sustained relevance over time and the ability to transcend the sport.

“Cole has elevated himself in the world of football with his performances, and he clearly has a personality,” Sher remarked. “But it’s too early to make any judgements or predictions about him becoming a brand. That requires someone, over an extended period, to have appeal outside of just the sport they play.”

Palmer’s challenge will be maintaining his relevance beyond the football pitch. While he’s had some early success with brands like Burberry and Toshiba, achieving the level of global recognition enjoyed by stars like David Beckham, Kylian Mbappe, and Jude Bellingham will take time.

Photo: IMAGO

Playing for Real Madrid certainly helped Beckham and Bellingham grow their global appeal. As Sher noted, “Bellingham is playing for a huge club and in the Champions League, and that makes a huge difference.”

Palmer, at just 22 years old, still has time on his side. His natural charisma and unpolished charm have made him a hit with fans and brands alike. If he continues to shine on the pitch, there’s every chance that Palmer could become one of football’s next big global icons.

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Cole Palmer’s rise has been nothing short of exhilarating. After years of underperformance and uncertainty, seeing a young star like Palmer flourish in the blue shirt is a breath of fresh air. Palmer’s ability to score and assist with such consistency is a testament to his quality, and many fans believe he is destined to be one of the Premier League’s standout players.

Off the pitch, Palmer’s growing influence only adds to the excitement. His distinct personality and the ‘Cold Palmer’ celebration have endeared him to supporters around the world. For Chelsea fans, it’s not just about what Palmer can do now, but what he represents for the future. At 22, the possibilities for his growth, both as a player and as a brand, seem limitless.

As one fan put it, “He’s already a star for us, but give it a few years, and Palmer could be up there with the likes of Beckham and Bellingham.” If Palmer continues on this trajectory, the sky’s the limit for Chelsea’s newest talisman.