For the club, for the team
Stanno (stanno.com) scores 80 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, Fashion & Apparel brands, E-commerce brands, in the 77th percentile of 12383 Sports & Fitness brands.
Stanno is a teamwear brand that provides sportswear for sports clubs and teams. The company focuses on offering durable, well-fitting apparel designed to reflect a club's identity, culture, and history, rather than performance alone. Stanno positions itself as a brand that supports and champions the spirit of sports clubs, aiming to foster connection and belonging among players. Its products are marketed primarily through e-commerce, including a UK-focused online store, to clubs and teams seeking reliable teamwear.
| Brand Name | Stanno |
|---|---|
| Domain | stanno.com |
| Industry | Sports & Fitness, Fashion & Apparel |
| Main Competitors | Nike (97/100), Adidas (84/100), Puma (80/100), Joma (86/100), Macron (87/100), Errea (82/100), Hummel (87/100), Umbro (86/100), Kappa (89/100) |
Ranked #279,251 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Looking for teamwear? Stanno UK offers sportswear for clubs and teams. Reliable quality and fit for every player. Explore the collection today." (Meta description: 22 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on Instagram, Facebook, YouTube, X (Twitter), GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked November 2026.
When asked "What is Stanno?", Claude could identify the brand as of November 2026. Stanno is a Dutch sportswear company based in Eibergen, Netherlands, that designs and manufactures teamwear such as football kits, training gear, and other athletic apparel for clubs and teams. Best known for Custom team football kits and sportswear, popular with amateur and semi-pro clubs across Europe.
When asked "Best brands similar to Stanno?", Claude would recommend Stanno as of November 2026. It's a well-established European teamwear brand often mentioned alongside brands like Macron, Joma, and Jako when discussing club kit suppliers.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Stanno's main competitors in Sports & Fitness: Nike (97/100), Adidas (84/100), Puma (80/100), Joma (86/100), Macron (87/100).
Sources: Brand Analyzer scan
Stanno has limited AI-search visibility, scoring 29/100 on Brand Analyzer's AI visibility composite (visibility 20, trust 24, recommendation 51). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Stanno official site
Stanno scores 51/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Stanno official site
Stanno can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Stanno official site
Stanno is a teamwear brand that produces sportswear for sports clubs, teams, and players. It operates primarily through e-commerce, including a UK-focused website, and positions itself as a brand that supports club culture and identity rather than purely athletic performance.
Sources: Stanno official site
Stanno designs and sells teamwear and sportswear intended for clubs and teams. Its offerings are aimed at providing reliable, durable, and well-fitting apparel that can be customized or selected to reflect a club's identity, history, and culture. The brand markets its products through an online store where clubs and players can explore its collection.
Sources: Stanno official site
Stanno's offerings are aimed at sports clubs, teams, and individual players who need reliable, quality teamwear that reflects their club's identity and culture.
Sources: Stanno official site
Stanno scores 29/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Stanno has a weak AI-visibility profile at 29/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (51/100) and its weakest is visibility (20/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #279,251 (Tranco) and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Stanno from memory (November 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Stanno: Stade de France (80/100), Soaring Society of America (80/100), StateLineTack (80/100), Stone Glacier (80/100).
A step up - brands to learn from: Zhou Nutrition (81/100), Zebco (81/100).
Category leader: Complex (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.