Children as football fans: an exploratory study of team and player connections. Issue 4 (11th November 2014)

• Record Type: Journal Article
• Authors: Thomson, Elizabeth; Williams, Russell
• Is Part Of: Young consumers. Volume 15:Issue 4(2014)
• Page Start: 323
• Page End: 341
• Publication Date: 2014-11-11
• Subjects: Football -- Children -- Fan -- Sport -- Consumption -- Fandom; Child consumers -- Periodicals; Advertising and children -- Periodicals; Television advertising and children -- Periodicals; 659.1042083
• DOI: 10.1108/YC-09-2013-00394
• Languages: English
• ISSNs: 1747-3616

Abstract

Abstract : Purpose: – The purpose of this paper is to explore children's relationships with football teams and players and the influences on these. Design/methodology/approach: – A child-centric (Banister and Booth, 2005) inductive qualitative approach was utilised to capture children's voices. The children were asked to take photographs around the theme of "football in my life" and these served as interview prompts when talking to friendship pairs. Findings: – Football played a central role in children's lives in terms of interest, activity and consumption. The children articulated a portfolio of team (club) and player connections of varying strength. This contrasts with the existing adult fandom literature which focuses on individuals supporting a single team. Another strong theme emerging from the data was the children's market-centred relationships with football clubs. Children's connections were shaped by a complex web of influences including family and family history, friends, media and geography. Research limitations/implications: – Existing fan literature has an adult focus which does not appear to fully explain the child fan. This research provides impetus for developing new theory that better captures child fandom. The findings reinforce the idea that football plays an important part in children's lives and in doing so they establish their own meanings. The findings presented in this paper provide important insights into the lives of children that could be reflected on in the design of policy across a number of areas including education. Originality/value: – This paper presents the first child-centred football fan study.