Football is not just any old sport. Millions of people regularly follow matches in the Bundesliga and international competitions. Clubs use this huge reach at particular times to make statements that go beyond sport.
Because after all, sport is also political. Clubs are social institutions in their organisational form, resting on democratic principles and depending on participation. As stated in the preamble of the VfB club statutes: “Sporting and personal development and education, social responsibility and sustainable actions are important to us. We promote and demand tolerance and diversity. We show exclusion and discrimination the red card.”
A platform to make a statement
In that regard, jerseys are more than simple clothing. They convey identity. At VfB, the hoop has acted as a distinctive feature for 100 years. In special moments, it becomes a platform to make a statement – particularly when socially relevant issues are in the spotlight.
In the ‘Every Jersey Tells a Story’ exhibition at the Schauspiel Stuttgart, a whole display case is dedicated to the theme of messages, carrying the title ‘Jerseys with Statements’. Six shirts are displayed, each with a clear message on the chest. Among them is a jersey that represents the first major campaign of its kind in German football.
‘My friend is a foreigner’
In August 1992, there were racist riots against asylum seekers and Vietnamese contract workers in the Lichtenhagen district of Rostock. Over several days, far-right hooligans attacked immigrant housing accommodation with stones, sticks and incendiary devices. Several people were injured.
In response, the DFB, with VfB Stuttgart as a driving force behind it, launched the ‘Living together peacefully’ campaign, sending out a first clear signal from organised football against xenophobia and racism. On 12 December 1992, this stance was made visible on the pitch. In the Bundesliga match against Werder Bremen, VfB ran out with a clear message on their kit for the first time: the words ‘Mein Freund ist Ausländer’ (‘My friend is a foreigner’) were displayed across the white hoop.
The match ended in a 1-1 draw, but that paled into insignificance on this day. What mattered was the public, unequivocal commitment to humanity, tolerance and solidarity, which left a lasting impression on fans.
Shirts with statements
Since then – and to this day – VfB has regularly used its jerseys as a platform for social topics. In the exhibition, shirts with the slogans ‘Was ist Inklusion?’ (‘What is inclusion?’), ‘Wir besiegen Blutkrebs’ (‘We’re beating leukaemia’), ‘Wir sind Fans von euch’ (‘We’re fans of you’) and ‘VfBfairplay’ are on display, as is a shirt with a rainbow-coloured hoop.
Taking a stand, making a statement, fostering unity and promoting respectful coexistence are deeply rooted in VfB’s identity. This sense of purpose extends far beyond the field of play. This is evident, for example, in the work of the VfB Foundation ‘Brustring der Herzen’, which actively promotes the club’s social responsibility through its initiatives and projects. This shows that VfB Stuttgart’s commitment goes beyond individual initiatives and is sustained over the long term.
