“Dinamo means everything to us; it brings us together even in tough times.” This sentiment captures the essence of a recent social experiment conducted by eMAG, highlighting the challenge many fathers face when it comes to discussing their emotions with their children, despite their ability to talk endlessly about football matches, goals, and transfers.
As part of this initiative, eMAG launched the Fan Shop, an online platform that offers official gear for popular football teams in Romania and around the world. The experiment paired fathers and their children in discussions mediated by football, showcasing a stark contrast in their responses. While they easily shared memories about teams and matches, they hesitated when asked about what they appreciate in each other or the last time they expressed love.
However, wearing their favorite team’s jersey transformed the dynamics of the conversation. Participants reminisced about their first games together and memorable moments at the stadium, leading to more open discussions and heartfelt confessions. Ultimately, each pair was encouraged to sing the anthem of their beloved team, a simple yet profound gesture that illustrated how a shared passion can foster authentic expressions of affection.
“The jersey is like a second skin. The scarf is a manifesto. They take you to the match like a warrior, and you return with memories. You learn these things from the devoted supporter beside you or from a follower you initially feared,” explained writer Radu Paraschivescu.
The experiment revealed a unique form of emotional inheritance, with fathers and children sharing stories of following their favorite teams together, even making sacrifices to attend matches. This common interest in football not only strengthens their bond but also provides opportunities for deeper understanding in situations that might otherwise feel distant.
“Football has an extraordinary ability to bring people together and create lasting memories. Through our campaign, we aimed to highlight the simple gestures through which fathers and children express affection, even when words are hard to find. Our experiment shows that a shared passion can catalyze profound conversations,” said Răzvan Acsente, CMO of eMAG Romania, Bulgaria, and Hungary.
The new eMAG Fan Shop consolidates official gear from various clubs in the SuperLiga, including FCSB, Rapid, Dinamo, and Universitatea Cluj, as well as major international teams like FC Barcelona, Real Madrid, and Manchester United. Additionally, the shop features over 30 official items dedicated to Lionel Messi.
eMAG invites viewers to watch the experiment conducted as part of the campaign, which illustrates how football serves as a powerful common language across generations, paving the way for conversations about affection:
8 out of 10 Dads Say Football Brings Them Closer to Their Children
The findings from the experiment are corroborated by a study conducted jointly by eMAG and Frappe Digital, revealing that football transcends mere entertainment. It creates contexts where fathers and children can spend time together, communicate, and express their emotions more easily.
According to the study, 80% of football-loving fathers feel closer to their children through football, with 74% stating that activities related to this shared passion enhance their emotional connection. Additionally, 73% believe football helps them spend quality time with their kids, and two-thirds note it plays a significant role in strengthening their relationship and facilitating communication. Furthermore, 62% of fathers assert that football aids in their ability to express emotions openly.
This connection is built through simple gestures and shared experiences; seven out of ten fathers watch matches with their children, and over half engage in playing football together, with nearly half reporting that football is a frequent topic of family conversations. For most, this passion is primarily associated with closeness, shared time, and mutual emotions, with competition taking a back seat.
Moreover, for three out of four football fans, the strongest football memories are tied to a paternal figure, underscoring how this passion continues to be passed down through generations.
The study surveyed a sample of 900 individuals, collecting data through an online structured questionnaire distributed exclusively to the target population. The online self-completed interview method was conducted on the Daedalus Online panel from June 20 to 22, 2026.
