Former Chelsea and Arsenal goalkeeper Petr Čech has described how the rise of social media fundamentally changed what professional footballers can build beyond the pitch – and what is at stake when they get it wrong
Speaking to Insider Sport, Petr Čech reflected on his own entry into social media, which began not through strategic intent but through endorsement obligations. “The first thing was when I signed my contract – the endorsement closed boots – and obviously your contract says if there is a launch of a new product, you have to put a post on social media,” he said.
From this starting point, Čech said the landscape shifted so significantly that what was once a useful additional channel has become something closer to essential. Players who use it well, he argued, can build something that extends well beyond their playing careers.
Petr Čech on branding authenticty
Čech also addressed the authenticity question directly, warning that over-manufactured content is immediately detectable to audiences. He made the case that the people managing an athlete’s accounts carry as much responsibility as the athlete themselves – and that a wrong turn in either direction can be difficult to recover from.
Čech’s interview is tied to the Athlete Brand Economy Report, produced by sports marketing agency EMW Global in partnership with data intelligence firm x+y Market Intelligence, analysing the digital performance of elite footballers ahead of FIFA World Cup 2026.
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