It’S Far More Important Than That: Football Fandom and Cultural Capital.

Cultural capital (Bourdieu 1984) is proposed as a model for an exploration of the consumer behaviour of football fans.  Ethnographic studies of two fan communities shows the presence of systems of cultural capital used to maintain social distinctions between ‘real’ fans and ‘daytrippers’ or 'barstool' fans. Sytems of cultural capital are also used to grant group membership to those deemed worthy of it. Furthermore, cultural capital is used not merely to practice social distinction, but as a means of sacralisation maintenance, in this case to ensure that the sacred identity of the group is perpetuated through the recruitment of new members. Finally, while the inner circle of traditionalist fans view the market as a de-sacralising influence, the wider fan community consume official branded football merchandise in order to experience the sacred.


Brendan Richardson and Darach Turley (2007) ,"It’S Far More Important Than That: Football Fandom and Cultural Capital.", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 33-38.


Brendan Richardson, UCC, Ireland
Darach Turley, DCU, Ireland


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Examining the Link between Predicted Identity Change and Future Well-Being

Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain

Read More


M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More


Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.