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The commodification of football has been the subject of substantial sociological debate but has received relatively limited scrutiny in terms of sustained comparative empirical research. This article draws heavily on interviews with supporter groups, journalists, and officials in Scottish football to examine a range of issues relating to fan experiences and understandings of football's commodification. The author examines how fans respond to their labeling as customers and considers whether they are alienated or marginalized from football in economic and cultural terms. The author explores how the game's commodification can be at the expense of themost deserving supporters and undermines the future reproduction of fan communities. The author concludes by arguing for a nuanced sociological reading of supporters in regard to commodification, which appreciates both the fans' market pragmatism and their normative critiques of distributive justice in the game.
Richard Giulianotti (Tue,) studied this question.