In the streets of London, around Arsenal’s Emirates Stadium, the scene was buzzing on the day the Gunners hosted Athletic Club from Spain. Street vendors lined the paths leading from the Underground stations to the ground, selling flags, half-and-half scarves, and shirts featuring players’ faces. But amid the colorful atmosphere, one detail stood out sharply for Athletic fans: the name printed on many of the scarves.
On several items of merchandise, the visiting team was labeled simply as “Bilbao” instead of Athletic Club. For many passersby this might seem like a minor detail, but for followers of the Basque side it strikes a nerve. In football, names carry weight, and for Athletic, their official name is an inseparable part of their identity.
Why Athletic Fans Reject the Bilbao Tag
Supporters of the Basque club insist that reducing the name to “Bilbao” diminishes the full meaning of their identity. The club’s official name is Athletic Club, founded in 1898 under strong British influence in the Basque Country during football’s early years in Spain.
For Athletic fans, the name is not a simple label; it represents tradition, pride, and the uniqueness of their philosophy. Calling the team “Bilbao” makes it seem like a mere city club, while in reality it symbolizes the entire Basque community and its rich cultural history.
A Recurring Problem in Spain
This issue isn’t limited to street vendors in London. Even within Spain, commentators and coaches frequently fall into the habit of using “Bilbao.” One of the most notorious examples is Diego Simeone, Atlético Madrid’s long-time coach, who often refers to Athletic as “Bilbao.” For him, it may be nothing more than linguistic shorthand, but for Athletic fans it feels like a lack of respect for their identity.
Street Vendors in London: Business First, Accuracy Second
On matchday at the Emirates, local reporters confirmed that at least three merchandise stalls were selling scarves featuring the names of the two clubs. Two of them displayed the incorrect “Arsenal vs Bilbao,” while only one got it right: “Arsenal vs Athletic Club.”
It seems clear that vendors prioritize sales over cultural precision. For many English fans, “Bilbao” is the more familiar label, as it is the term most frequently used in British media. From a commercial perspective, this choice makes sense—yet it inadvertently reinforces the misnaming problem on a global stage.
Athletic: More Than Just a Club
To understand why this matters, one must consider Athletic’s uniqueness. Unlike most European powerhouses, the Basque club adheres to a strict player recruitment policy: only footballers born or trained in the Basque Country are eligible to represent the team.
This philosophy, controversial to some, is for locals a powerful expression of cultural pride and self-identity. Alongside Real Madrid and Barcelona, Athletic is one of just three Spanish clubs never to have been relegated from La Liga. Their stadium, San Mamés—nicknamed La Catedral (“the Cathedral”)—is a living symbol of Basque football heritage, combining history with fierce local support.
With such a background, the name becomes part of a sacred identity. The club is not simply Bilbao, but a broader emblem of Basque culture and resilience.
The Global Media: Simplicity Versus Identity
In English-speaking media, “Bilbao” has become common usage. Journalists argue that it avoids confusion with other “Athletic” clubs, particularly Atlético Madrid. For them, it is shorthand—an easy way to keep readers oriented.
But while convenient, this linguistic habit undermines the club’s true name and helps spread the inaccurate version worldwide. The result is a tension between local authenticity and global simplicity, where Athletic fights to protect its history against the forces of mass communication.
Basque Fans React
Basque supporters who traveled to London were not impressed to see scarves with “Bilbao” printed across them. Some shared photos online with sarcasm, pointing out how misunderstood their club remains even outside Spain. Others shrugged it off as a “global football habit,” but the irritation was evident.
This sensitivity is rooted in the fanbase’s deep respect for tradition. Athletic famously went decades without a sponsor on its shirts, refusing to commercialize its kit in order to preserve its identity. For such a club, details matter. A name is not trivial—it is central to who they are.
Lessons From the Debate
The Bilbao vs. Athletic debate is more than a linguistic quibble. It highlights the tension between globalization and local identity in football. To the neutral English fan, it may seem harmless. To the Basques, it represents erasure of a hard-fought cultural heritage.
The issue is comparable to calling Bayern Munich simply “Munich,” or referring to Manchester United as “Manchester”—both inaccurate, both offensive to the fans. Names matter, because they reflect the uniqueness of each club’s story.
Arsenal’s friendly clash with Athletic at the Emirates was not just about pre-season preparations. It was also another reminder of the ongoing battle over what the Basque club should be called. To many outsiders, “Bilbao” may be an easy shortcut. To the people of San Mamés and the wider Basque Country, it is an unwanted label that reduces their club’s essence.
Football, after all, is never just a game. It is identity, belonging, and pride. And for Athletic, the name is not just a word—it is history, heritage, and a declaration of who they are