Transnational fan reactions to transnational trends: Norwegian Liverpool supporters, ‘authenticity’ and ‘filthy-rich’ club owners

Despite claims that local and transnational supporters in the English Premier League (EPL) may be closer to each other in terms of commitment and ‘authenticity’, than often imagined, our knowledge about how transnational fans, as one of EPL’s global components, responds to other global developments in the league is limited, given what is known about traditional fans’ meeting with EPL’s ‘global powers’. This research investigates perspectives and attitudes of transnational fans; a set of Norwegian Liverpool supporters, and their experiences of the club’s ‘foreign’ ownership, as articulated on an interactive message board. Crucially, whereas the attitudes towards ownership are mixed, the findings suggest an adoption of ‘traditional’ fan cultures, and reinforce claims that local and transnational fan cultures perhaps are closer, and display more similarities, than imagined. Certain findings also strengthen the argument sustaining that ‘authentic’ fandom should not solely be seen in terms of geographical origins or presence inside stadiums.     

Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty

Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context.     

‘Foreign ownerships’ in the Premier League: examining local Liverpool fans’ perceptions of Fenway Sports Group

The ‘foreign ownerships’ apparent in the English Premier League have received little academic attention, despite being a controversial issue for football fans and commentators. This study examines local Liverpool Football Clubs fans’ perceptions of the clubs’ American ownership and to what extent criticism aimed at the owners are framed in terms of nationality. Hence, data from the ‘Red and White Kop’s’ online message board (found at www.redandwhitekop.com) were collected. This is an interactive message board used primarily by Liverpool fans. The purposively sampled data, consisting of 3,322 fan comments was analysed with a frame analyse technique advanced by Erving Goffman. The study’s main argument is that Liverpool fans have become normalized to the global features of football, thus the nationality of the clubs’ owner seems unproblematic, when they assess the club’s ownership; an ownership a significant number of fans have positive perceptions about.     

Modern English football fandom and hyperreal, ‘safe’, ‘all-seater’ stadia: examining the contemporary football stage

Through a critique of various social, cultural, political and technological changes in English football as a result of the Taylor report into the safety of football stadia post-Hillsborough in 1989, this paper explores the way in which the modern ‘safe’ all-seater stadium is often experienced by fans in a hyperreal and relatively passive fashion. The paper then considers some of the challenges posed by these developments and the potential for fans to renegotiate and adapt in the face of a middle classing of football discourse. Finally, the paper examines the social control agenda inherent within the neoliberal development of all-seater stadia, whilst highlighting the response of the English Football Supporters Federation and their ‘Safe Standing Campaign’. The paper will conclude by offering a tentative critique of an innovative response by Manchester City F.C. supporters and their participatory ‘Poznan’ celebration in all-seating areas based on auto-ethnographic interpretation.     

The Female Vikings,a Women's Fan Group in Denmark: Formation and Development in the Context of Football and Fan Histories

Traditionally, football and fandom have been male domains and celebrations of masculinity. So far there has been some sociological and historical research on women's football; however, little is known about women's fandom, in particular about its formation and development. This article focuses on the historical development of a Danish women-only fan group called ‘The Female Vikings’, which support a professional football club, Lyngby Boldklub (BK), in a city north of Copenhagen. The article explores the backgrounds and motivations of female fans, as well as their ways of staging femininity in a man's world. Drawing on available information about football and fans in Denmark, we have reconstructed the developments of both Lyngby BK and its supporters. Special focus was placed on the histories and cultures as well as the experiences of female fans in this club. Insights into the foundation of the women's fan group were provided by problem-centred interviews which also contained open questions. The foundation and activities of the Female Vikings show how women can perform gender in the fan's stands and how they play a significant role in the fan movement. The interviews also reveal the loyalty of the female fans during the club's ‘crisis’ and their ‘collective memories’.     

The ‘club versus country’ debate: investigating English fan loyalty toward club and national teams

The ‘club versus country’ debate, which refers to an individual’s allegiance to their respective club and national teams, has become an increasingly popular topic for debate in the context of English football. Whilst prior work in this area has focused on the tensions between club officials and national associations, this study investigated the attitudinal and behavioural loyalty of fans towards club and national teams. Data were collected from 647 football fans across 16 English club teams utilizing a survey approach. Findings suggest that those with high levels of loyalty to their club are more likely to be loyal to the national team, questioning whether this is a ‘versus’ debate at all from the fan perspective. In addition, Premier League fans display lower levels of attitudinal loyalty to the national team than lower league fans, which may reflect underlying concerns that club players may sustain injuries in national team matches.     

Loyal to what? FC United's ‘shaping walk’ through football's ‘muck of ages’

This paper considers the cultural politics surrounding the formation and development of FC United of Manchester. Established in 2005 by boycotting Manchester United fans following their failed attempt to prevent Malcolm Glazer's takeover, FC United was envisaged as a radical, do-it-yourself version of the football club they wanted Manchester United to be. Driven by an idea that football and its clubs should be run in the interests of community stakeholders rather than financial investors, the supporters rejected what they saw as the more compliant and commodified relationship now demanded by attendance at or consumption of top-level English football. The paper examines how traditional notions of authenticity are articulated and understood by supporters who either embrace or reject the notion of a DIY football club. Political as well as cultural capital is at stake, disrupting traditional values of loyalty. The ambivalence experienced by increasing numbers of contemporary fans means that continuity and change seem never far apart, with football supporter culture facilitating, often simultaneously, both a yearning for what might be along with a fear for what might be lost.     

‘It was precious to me from the beginning’: material objects,long-distance fandom and home

Material objects and football fandom are intimately linked. As a repository of emotion, memorabilia holds value as a marker of identity. For many football fans, the conception of ‘home’ is integral to their identity. Despite its centrality to football fans’ construction of identity, the notion of ‘home’ has received little attention from sports scholars. Drawing on recent work in cultural geography, this paper employs concepts of home to explore the ways in which materiality holds identity for football fans. Evidence from New Zealand-based fans of European teams displays how material objects are able to collapse distance between fans and their club, acting as palimpsests for memory and narratives for significant emotional experiences. Embedded in the New Zealand home of the fan, memorabilia resides as an emotional bridge to their football home locality, stadia and supporters.     

‘‘Casuals’ culture. Bricolage and consumerism in football supporters’ culture. Case study – Dinamo Bucharest Ultras’

‘Casuals’ culture can be perceived as a postmodern phenomenon, which modifies and changes the football supporter culture in a fully blown consumerist era, where symbol movement is faster every day and implies minimal costs. Throughout this article, I attempted to prove the existence of a certain type of ‘bricolage’, created by recycling a set of brands, symbolically redefined by ultras groups. At the same time, the internalization of the ‘casuals’ movement by Romanian fanatical supporters also denotes the emergence of strong elements of hyper-consumerist culture, of differentiation and status, both at the level of individuals in the groups, as well as at the level of rival supporters groups. ‘Casuals’ style naturally matches the entrance of football and of the culture of supporting a team into postmodernity.     

Exit,voice and loyalty: the dislocation of football fan communities

The creation of a new non-league community-led football team, borne out of opposition to the commercialization of the modern fan experience, presents a range of challenges both on and off the football pitch. FC United of Manchester emerged from the fan protests at the Glazer family takeover of Manchester United FC (MUFC) in 2005. Positioning itself in direct opposition to the corporatization of league football, it has come to prominence as a model of democratic and innovative cooperative social enterprise and, as such, a viable alternative for football fan self-organization. The sustainability of the FC United model requires long-term financial and cultural security. This article applies Hirschman’s lexicon of exit, voice and loyalty to the process of dislocation of fans from MUFC and their relocation to an area of relative deprivation in east Manchester to illuminate the challenges of creating shared community assets between an extant community and football’s arrivistes.     

Criminalizing songs and symbols in Scottish Football: how anti-sectarian legislation has created a new ‘sectarian’ divide in Scotland

Since the 1990s, the regulation of football fans has increasingly shifted from the policing of actions to the policing of words. With this in mind, this article looks at the impact of the anti-sectarian ‘industry’ in Scotland. In particular, it looks at the impact that legislation in Scotland, that criminalized football fans’ songs and chants, has had on Glasgow Celtic, and especially Glasgow Rangers, supporters. The article is based on participatory action research with football supporters in Glasgow who were opposing the Offensive Behaviour at Football Bill, in 2011. Through this work, two issues became necessary to address; firstly, the impact of the anti-sectarian ‘industry’ in Scotland, which has grown precisely at a time when sectarianism appears to be declining, and secondly, the emergence of a new tension, divide or form of intolerance, which is developing amongst fans (particularly Glasgow Rangers fans), that has been created by this anti-sectarian industry.     

Interwoven tragedies: Hillsborough,Heysel and denial

At the Heysel Stadium in Brussels in 1985, 39 Juventus supporters were killed, primarily as a consequence of a charge by drunken opposition fans. Four years later, at Hillsborough, Sheffield, more than twice as many spectators were crushed to death, primarily as a result of police contempt for the hooligan minority. That both tragedies involved Liverpool followers – 96 of whom died at Hillsborough – is the unhappiest, most divisive and most problematic of coincidences. Yet while it would be naïve, at best, to deny any other connection, the long-running inquiry into the Hillsborough tragedy has bred denial about Heysel, and not exclusively among Liverpool supporters. Further hampered by the reluctance of Juventus to desecrate the club’s first European Cup final triumph by reopening old wounds, debate has been stifled. To suggest that the fatal charge at Heysel might have contributed to the unconscionable behaviour of the police at Hillsborough, or that the fences that contributed so heavily to the deaths would not have been there but for pitch invasions, is to wade into toxic waters. Written to commemorate the 30^th anniversary of the Heysel tragedy, this paper investigates the various ‘truths’, interviews witnesses and addresses the inherent contradictions of ‘The Tragedy That Dare Not Speak Its Name’.     

‘Supporters,not consumers.’ Grassroots supporters’ culture and sports entertainment in the US

Abstract

Based on ethnographic research with supporters’ groups in the US, this article explores how Ultra and other global models of fandom are being appropriated by soccer fans in the US and Canada. I argue that these fans enact more than stylistic expressions of fandom but instead contest the boundaries of locally accepted models fandom. Most notably, organized soccer supporters in the US reject the notion of being simply consumers of sports entertainment and see themselves instead as stakeholders in the teams they follow and as de facto constituents that the clubs need to be accountable to. At the same time, the global and local organizational structures and histories of professional soccer confront these fans with specific restrictions in how they are able to articulate their interest as fans.     

It’s our club! From supporter psychological ownership to supporter formal ownership

A major development in international sport governance is the increasing number of clubs owned by supporters. Researchers have advocated for more supporter involvement in the governance of sport teams but have not fully explained why some supporters attempt to become team owners. Sport governance scholars have also generally ignored the perspectives of those fans that do not seek to become club owners. In the current study, the authors took the perspective of psychological ownership theory and used semi-structured interviews to examine the perspectives of a professional football team’s supporters, some of which were interested in becoming team shareholders. The authors found that a primary reason supporters attempt to become club owners lies in their sense of psychological ownership for their team. Following this sense of ownership, supporter ownership initiatives appear to follow a certain pattern of events, including a sense of dissatisfaction, expressing such dissatisfaction in an attempt to bring about change, and eventually, initiating a formal ownership movement after reaching a tipping point. Lastly, the authors found that during supporter ownership movements, the actions taken by supporters involved in such initiatives may impact fans not involved in the ownership movement. The study makes contributions to sport governance, fan behavior, psychological ownership and fan social network literatures.     

‘True fan = watch match’? In search of the ‘Authentic’ soccer fan

Academics have created typologies to divide association football (soccer) fans into categories based upon the ‘authenticity’ of their fandom practices. One of the main requirements of ‘authentic’ fandom has been assumed to be match attendance. The goal of this paper was to critically assess this assumption by considering how fans themselves talk about the significance of match attendance as evidence of ‘authentic’ fandom. In the light of the fact that the voices of English non-league fans on the ‘authenticity’ debate have so far been overshadowed by the overbearing focus of much previous research on the upper echelons of English soccer, an e-survey was conducted with 151 members of an online community of fans of English Northern League (NL) clubs (a semi-professional / amateur league based in North East England). Findings revealed that opinion was divided on the constituents of ‘authentic’ fandom and match attendance was not deemed to be the core evidence of support for a club by 42% of the sample. Elias (1978) suggested that dichotomous thinking hinders sociological understanding and it is concluded that fan typologies are not sufficient for assessing the ‘authenticity’ of fan activities.     

‘Highlander Ithimu yezwe lonke!’: intersections of Highlanders FC fandom and Ndebele ethnic nationalism in Zimbabwe

Football is one of the most emotive cultural forms through which people experience and express nationalism. The study demonstrates intersections of Zimbabwean Premier Soccer League (PSL) team – Highlanders FC fandom and Ndebele ethnic nationalism in Zimbabwe. This nationalism challenges state narratives of a ‘united Zimbabwe’ and advocates for secession of Bulawayo and Matabeleland provinces to form an ‘independent Ndebele nation’. Literature on Zimbabwean football has under-theorized its interface with football discourse. The author was an observer as participant in Zimbabwean football stadia for a four-year period observing terrace rituals, especially songs and chants during Highlanders FC matches. In-depth interviews were also conducted with selected fans to get clarity on observed issues. The study concludes that while discussing secession is criminalized and condemned as ‘tribalism’ in Zimbabwe, Highlanders FC fandom is a critical site where some people express feelings and aspirations towards establishment of a separate ‘independent Ndebele nation’.     

The impact of the supporters’ trust movement on women’s feelings and practices of their football fandom

This article looks at the ways in which female football fans in England have responded to and become involved in the cooperative supporters’ trust movement. It examines the history and development of the movement, which offers a new, democratic and equitable way for supporters to become involved in the life of their club, and become part of a new, wider fan community, broader than simple club allegiance. The involvement of respondents in the supporters’ trust movement is explored, profiling the ways in which they have immersed or distanced themselves from the trust concept and community, and comparing their experiences as they have described them in interview. I argue that the trust movement offers the opportunity for supporters to help the game progress in a way that is advantageous to all fans, not just females; and this seems to be an element of the movement that has great appeal to women.     

‘The Winner Takes it All’: Values and Benefits of Israeli Sports Gambling Advertisements

Sports gambling is a well-established practice in Israel, whose beginnings can be traced to 1951. In recent years, the activities of the Israel Sports Betting Board (ISBB), also known as the ‘Toto Commission’, have become extremely popular with the public at large, and especially with sports fans. The study examines the changing advertising messages and creative appeals featured in the ISBB’s various advertising campaigns throughout Israeli history, and specifically the broad social meanings that can be inferred from these campaigns. The findings illustrate how significant structures of meaning in advertising function as reflections of the state of sports and society in Israel and as representations of some of the most salient phenomena in these domains. For example, for many years advertisements have been dominated by male presence, reflected primarily in the featured characters and language representations. Also prominent are representations of militarism as well as global biases, which are illustrated by the use of English in the local Israeli gambling brand name (‘Winner’), for example.     

‘They think it’s all Dover!’ Popular newspaper narratives and images about the English football team and (re)presentations of national identity during Euro 2012

The 2012 UEFA European Football Championship (‘Euro 2012’) – Europe’s quadrennial football bonanza was held in Poland and the Ukraine between June 8th and July 1st. Occurring between Elizabeth II’s Diamond jubilee and the London 2012 Olympic Games, the eyes of the media were fixated on the pride and joy of English football, its men’s national team. With national consciousness at an all-time high, articles in England’s tabloid, ‘red-top,’ daily national newspapers The Sun and Daily Mirror were tracked for three weeks as they lavished their attentions on the national pastime. Their coverage of the English team reflected a heightened consciousness of English national identity. Drawing on Guibernau’s strategies for creating and uniting citizens around a collective national identity, this study examined how England’s popular media presented and represented England’s national identity to reflect the real and imagined versions of Englishness during this major sporting event.¹1. Montserrat Guibernau, The Identity of Nations (Cambridge: Polity, 2007). By focusing on The Sun and Daily Mirror’s narratives about, and images of, the English team during the Euro 2012 tournament, this paper focuses on how English national identity ebbed and flowed during a time of seismic change within the country. Shaped by an inductive textual analysis, this paper shows how the press fluctuated between optimistic notions of the present and future English national identity and traditional ‘olde England’ in an almost formulaic fashion.     

Supporters and football governance,from customers to stakeholders: A literature review and agenda for research

The commercial and political development of association football (soccer) in Europe has transformed the relationship between the sport and its fans. A growing political discourse has argued that football has lost the connection with its (core and traditional) supporters; a connection that should be regained by allowing them a greater say in the governance of the game as legitimate stakeholders. This article reviews the emerging academic literature on the role of supporters. It suggests that the evidence to support a case in favour of increased supporter involvement in football governance is limited. This group of literature is theoretically and conceptually incongruent and fraught with contradictions. Academic attention thus far is broadly divided into two areas with little overlap between them: analysis of supporter engagement at the macro (government/policy) level with a top-down focus, and sociological ‘bottom-up’ case studies of supporter engagement and activism at the micro level (individual clubs/supporter groups). The study of supporters has predominantly focused on them as customers/fans and it needs to articulate a new narrative around this ‘governance turn’ to consider supporters as stakeholders, hence responding to ongoing policy developments. By doing so, it will be possible to reconcile the existing disparate bodies of work to gain a greater understanding of the new demands from the supporters and, moreover, the literature will be better placed to have an impact, hence contributing to policy-making if public authorities decide to continue their existing agenda in favour of supporter involvement in football governance.