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Colour my falafel blue : Football branding in Swedish food industry – an ethnographic approach

Herd, Katarzyna LU (2015) In Fork to Farm : International Journal of Innovative Research and Practice 2(1). p.1-6
Abstract
This article presents how food consumption has become an important part of modern football and the way in which commercialization of football clubs is perceived by supporters. Taking the Swedish club Malmö FF as an example, the article explores how the straightforward pattern of consumerism is problematized as fans are able to express a strong feeling of co-creation and even ownership of their beloved football club through consumption of basic foods like chips, sausages and candy. Rather than reducing their role, supporters therefore seek to strengthen their relationship with the club by purchasing items with the official logo on.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to specialist publication or newspaper
publication status
published
subject
keywords
football, commodification, consumption, food, football supporters, Malmö FF
categories
Popular Science
in
Fork to Farm : International Journal of Innovative Research and Practice
volume
2
issue
1
pages
1 - 6
publisher
American Farm School
ISSN
2241-8091
language
English
LU publication?
yes
id
0c53967d-55da-4fbc-acc9-dfd6ae0c54d0 (old id 5157657)
alternative location
http://journalf2f.afs.edu.gr/index.php/f2f/article/view/48
date added to LUP
2015-03-25 14:42:31
date last changed
2016-04-15 21:16:03
@misc{0c53967d-55da-4fbc-acc9-dfd6ae0c54d0,
  abstract     = {This article presents how food consumption has become an important part of modern football and the way in which commercialization of football clubs is perceived by supporters. Taking the Swedish club Malmö FF as an example, the article explores how the straightforward pattern of consumerism is problematized as fans are able to express a strong feeling of co-creation and even ownership of their beloved football club through consumption of basic foods like chips, sausages and candy. Rather than reducing their role, supporters therefore seek to strengthen their relationship with the club by purchasing items with the official logo on.},
  author       = {Herd, Katarzyna},
  issn         = {2241-8091},
  keyword      = {football,commodification,consumption,food,football supporters,Malmö FF},
  language     = {eng},
  number       = {1},
  pages        = {1--6},
  publisher    = {American Farm School},
  series       = {Fork to Farm : International Journal of Innovative Research and Practice},
  title        = {Colour my falafel blue : Football branding in Swedish food industry – an ethnographic approach},
  volume       = {2},
  year         = {2015},
}