Football is usually a fundamental part of the identity of a neighborhood, a city or entire regions. It is the shirt that represents not only the fans, but also the neighbors, the community. The clubs, which are now mostly centuries old, tend to be the cultural root that is completed with the artists, shooting stars compared to the institutions and which change according to the generations. Sometimes colors and songs come together.

Some t-shirts could be more representative if that artist also appeared along with the colors that define them. How many (more) shirts would Liverpool sell if they had Beatles print? How would Platense fare with the profile of the Polish Goyeneche? Sarmiento de Junín’s would also look better with the Estelares print on the chest. In the Prima Nazionale one of the teams has just inaugurated an advertising agreement in this sense which will last from 2025.

It all started a year ago when social media alerted the Impertinent They began to play insistently. In a live concert on the courtyard of Atletico Madrid -Evening of the 3rd year, organized by influencer Ibai Llanos– such Milo J he sang in Morón’s shirt for an audience of 60 million users worldwide.

“The boy made an incredible noise. At the club, then, we began to see who the boy was. “We didn’t know him,” admits a director of the institute who, as in most clubs, is of an age that excludes him from the radar of certain music. At that time, “the boy” was 16 years old.

Indeed The singer was carrying the Gallito colors further than any footballer and at the club they couldn’t miss the opportunity. Finding it again was the task of the new generations. Camilo Joaquin Villarruelbetter known as Milo J, he emerged for the club from the western suburbs of Buenos Aires as an unexpected marketing lever.

“Once we know who he is we bring him to the club, give him the card and a bond begins to emerge. Then he shot some promos here and at that point he was already appearing everywhere with his shirt on. In less than a year we went from not knowing who he was to having him on our shirt,” the club admits.

Perhaps the novelty lies precisely in the staging of the show that the singer will give on the pitch today to celebrate his 18th birthday. The 25th is his birthday and he celebrates it with a recital at the stadium. “We do recitals, but next to the stadium. He will play on the playing field”, admit those of the club who, generationally, still cannot understand the importance of the event.

The show has worn out for a few months now, as well as some of the tickets sold for those scheduled in Madrid and Barcelona next January. This is how things are for those who have a mass of followers who number in the millions on social networks and multiply the views of their music on Spotify or YouTube. Milo j is a whirlwind with an artistic career spanning just three years

It’s already a fact. In 2025, Morón will no longer rely on what is currently his main advertising, the financial one which also sponsors some top clubs and is in the “name” of the Professional League -, and will have the name of Milo J on his chest.

The move is closely linked to that of Franco Colapintowhich has the acronym on the helmet BZRPsomething like Bizarrap’s signature. Although the music producer linked the pilot with companies that became sponsors, the coincidence not only has to do with how the music industry combines with sports, but it was also the producer who supported Milo’s career J.

How much money will you earn from advertising? «At the moment we do not have any institutional communication that specifies issues related to this topic», explains the club’s press officer with considerable commitment. Jose Luis Chammah. A rare bird among press officers who usually pretend to go crazy when news leaks, but the club decides not to explain it.

Although the news has not been confirmed by the club, it would be 15 million pesos that would come from the production company that manages the agenda of the artist who generates them. The figure will push the number of sponsorships to 28 million pesos. Nothing negligible for a Second Division team whose challenge for the rest of the tournament is to maintain the category.

The business is not just the money that comes in, but also what they hope to make from selling the shirts. Rarely does advertising generate so much added value in an official jacket.

It won’t be the first time something music-related has been printed on the t-shirt. You don’t have to go beyond the borders and find the limited edition of the Barcelona with the Pietra tongue, which now bears the Spotify logo. Here, in the Argentine rise, there are other antecedents.

In the 1980s, Los Andes advertised a nightclub, Le Paradis, which was fashionable in Lomas de Zamora. Something similar happened almost 30 years later, when Almirante Brown placed another Isidro Casanova coat of arms on his chest and the dancing Jesse James was imprinted under the shield.

Who is Milo J?

With just 18 years of age and a career that began after the pandemic, Milo J has managed to position himself in the music industry on a global level. The first look at his figure is that of any teenager with an angry face. Outside of the autotune you discover an interesting voice, albeit with that Caribbean cadence of the genre.

When he is not wearing Gallito’s shirt, messages can be read on his shirts: the one in favor of public education or the one from HIJOS when he visited the House of Memory and Life. She sang on the album Pasos al lateral, by Turf, together with Joaquín Levinton and in Olga’s streaming, Canción para mi muerte, by Sui Generis. The teenager is committed to ensuring that the new generations do not label him as an exponent of new music sung with at least complex modulations.

“And even though I talk like a Keto, my face is like a facial expression; Not even money took away the accent of being born with little”, says one of his songs which talks about two things: his origins, where he comes from, and his present as a millionaire before the age of twenty.

TO Gastone Martirena A couple of Brazilian teams looked for him at the beginning of the year. Flamengo He was the one who accelerated the most and the one who was closest to catching him. And the Uruguayan defender was angry because he intended to leave to have more continuity. He alternated at the Academy with Fernando Gago on the reserve bench. The arrival of Gustavo Costa He has revitalized it and this Thursday, in soil where hips sprout like trees, he showed why He is one of the best in his role in South America: he scored a great goal that will never be forgotten.

It will cost too much for Martirena to score a better goal than the one scored at the NEO Química Arena. The man born in Montevideo 24 years ago grabbed it in the middle of the pitch and launched a shot to Rodrigo Garro. Then, entering diagonally from the center, he left Breno Bidon on his path, touched Agustín Almendra, who was near the crescent of the area, and went to look for the wall. What follows is a low cross that ends up very close to Hugo Nogueira’s right post, and flies to add beauty to the definition.

“I’m not satisfied with the goals, beyond the fact that they add up: I’m also looking for something else to make a contribution to the team,” Martirena said after the equalizer. And he added: “We are more united than ever. We always give our best and it has been proven. “We have taken a very good point”

Martirena earned her place thanks to great performances. At the beginning of the year, perhaps due to the annoyance of the failed transfer to Brazil, he alternated with Facundo Mura. But game after game he challenged himself until he became untouchable. The defender has been involved in 4 goals for the Academy in the last 5 matches: goal against Atletico Paranaense for the Copa Sudamericano, celebration and assist against Defensa y Justicia and the scream on the rainy night at San Pablo.

With this Thursday Martirena reached 42 games in Racing and scored his goal number 6. Yes, the Uruguayan is the closest thing to an attacking winger with many goals. Something found in Brazil…