As football clubs have become luxury investments, their decisions
increasingly mirror those of any other business organisation.
Football supporters have been encouraged to express their club
loyalty by 'thinking business' - acting as consumers and generating
money deemed necessary for their clubs to compete at the highest
levels. In critical studies, supporters have been portrayed as
passive or reluctant consumers who, imprisoned by enduring club
loyalties, embody a fatalistic attitude to their own exploitation.
As this book aims to show, however, such expressions of loyalty are
far from hegemonic and often interface haphazardly with traditional
ideas about what constitutes the 'loyal fan'. While there is little
doubt that professional football is experiencing commodification,
the reality is that football clubs are not simply businesses, nor
can they ever aspire to be organisations driven solely by expanding
or protecting economic value. Rather, clubs hover uncertainly
between being businesses and community assets. Football Supporters
and the Commercialisation of Football explores the implications of
this uncertainty for understanding supporter resistance to, and
compromise with, commodification. Every club and its supporters
exist in their own unique national and local contexts. In this
respect, this book offers a Euro-wide comparison of supporter
reactions to commercialisation and provides unique insight into how
football supporters actively mediate regional, local and national
contexts, as they intersect with the universalistic presumptions of
commerce. This book was previously published as a special issue of
Soccer and Society.
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