an investigative study into football fandom: the beautiful game at manchester city football club

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Acknowledgements I would like to give special thanks to Tessa Borg for her understanding and patience as an outstanding student support member of staff over the past 6 years. Thank you for encouraging me to persist with my studies, despite the extenuating circumstances that made things extremely difficult for me to focus on the degree when I nearly gave up. I would also like to thank the participants of the focus group, which I think helped me to make this a much more comprehensive study. 1

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Acknowledgements

I would like to give special thanks to Tessa Borg for her understanding and patience as an outstanding student support member of staff over the past 6 years. Thank you for encouraging me to persist with my studies, despite the extenuating circumstances that made things extremely difficult for me to focus on the degree when I nearly gave up. I would also like to thank the participants of the focus group, which I think helped me to make this a much more comprehensive study.

Abstract 1

The fundamental objective of the study was to build on the lack on research into the positive side to football, in an attempt to change peoples preconceived notions about its supporters and the culture of fandom. The investigative study endeavoured to probe the social tendencies of consumers, specifically the supporters of Manchester City Football Club (MCFC). The researcher discusses existing literature in the subject area of consumer behaviour in an attempt to understand how and why football supporters interact & identify with one another socially. The study used major theories cited by Richardson concerning fan identification, in addition to research conducted by Barber (2002), which focuses on the history of football fandom to date. The background to the study was based on the Football Passions report (2008), which influenced the methodology design. The methodology employed a questionnaire-based survey in conjunction with a focus group of 4 MCFC fans. The most significant discoveries revealed that a majority of fans derive a high level of enjoyment from their fandom and displayed a great capacity for loyalty to the team. Conclusively, it was found that MCFC supporters enjoyed the atmosphere of a match as much as winning. They valued the sense of community with the fans above everything else.

Contents

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Pg 4-7: List of Figures, tables & graphical representations of results. Pg 8-9: Introduction Pg 10-20: Literature Review Pg 21-25: Methodology Pg 26-39: Results & Discussion Pg 40-42: Conclusions & Recommendations Pg 43-44: Bibliography Pg 45-55: Appendix

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Introduction

This investigative study into football fandom at MCFC holds a high personal interest to the researcher, who has been a lifelong supporter of the club. The researcher wanted to know how MCFC supporters perceived each other and what their attitudes were towards the club itself. The rationale for this study came from the only other of its kind to date; the Football Passions report produced by the Social Issues Research Centre (SIRC, 2008). This study has adapted the theoretical framework of the Football Passions report by modifying its methodology for a regional application with MCFC. The objectives of the study were to collect, analyse and interpret data on the attitudes, thoughts and feelings of MCFC supporters. The researcher utilised a qualitative approach to obtain results. The aim was to combine existing theories on football fandom to reveal unique characteristics of MCFC fans and how this compared, contributed and contradicted with previous research. The subject area was consumer behaviour, specifically focusing on social tendencies of the subjects. The study was intended to impact on the sport & leisure industry, encompassing other sports with a popular fandom culture. The report was structured to initially analyse the primary research collected, in order to form an appropriate methodology for obtaining data. This was then analysed and interpreted so that conclusions and recommendations for further research could be made. The literature review was intended to set the foundations of the project by looking at every aspect of being a football supporter. Football fandom incorporates factors such as emotional attachment and loyalty of fans, including how they interact as well as the effects that commerce and media have had upon them. The researcher was mindful to only collate material which held a valid application to the study in providing background information or facilitating the formation of an appropriate methodology.

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The methodology justifies why a qualitative approach was preferable to a quantitative advance to obtain useful results from the sample and discusses the limitations, reliability, validity and constraints of the research. This section also explains how the researcher attempted to avoid bias within the desired sample. The results and discussion section inter-links the results to reveal trends amongst different types of fans, and attempts to explain these trends using theories from previous research. Findings from the respondents of the survey are mostly supported by the transcript of the focus group, which helped to elaborate on the underlying reasons behind responses. The conclusion cites the most useful information that the findings of the study yielded, such as the explanations for majority and minority response amongst the participants and the major differences between a high identifier (a fan that derives high enjoyment from their fandom) and a low identifier (a fan that displays disloyal tendencies to the team). The researcher describes the main problems encountered throughout writing the project, including suggestions on countering the limitations of the study if further research was continued.

Literature Review 9

Researchers such as Richardson, Jones and Madrigal have long studied consumer behaviour within sport. According to Funk (2009) consumer behaviour in sports can represent spending patterns, brand loyalty, social tendencies and other factors including changing economic and environmental circumstances. This investigative study shall endeavour to probe the social tendencies of consumers; specifically the supporters of MCFC. The researcher will discuss existing literature in this field in an attempt to understand how and why football supporters interact with one another socially, before using the resulting application with the fans of MCFC. The investigator believes that the sport warrants more research into the consumers or the phenomenon of football fandom as it is widely known, according to The Social Research Centre (SIRC 2008). SIRC states that most European media coverage dating back to the late 1960s was fixed on the negative side to football, being hooliganism which implied violence. This study will attempt to uncover the positive side to the beautiful game and its fanatical supporters, because the everyday exchanges of enthusiastic football followers are too often disregarded throughout research within this field. Existing literature into the positive side of football is sometimes conveyed using statistical analysis to show how committed football fans are to the sport in terms of match viewing and attendance figures. For example, research conducted by Mintel (2008) has revealed that football in the UK has a huge following at a professional level. The Football Business report by Mintel (2008) describes an avid fan as someone who watches football every week on TV or in person. The casual fan is described as somebody who is interested in football but does not watch games every week. The findings of this research deduced that there are as many avid fans as there are casual fans but they differ considerably in character. The study was based on 2,000 respondents that participated online. The researcher of this study into football fandom aims to focus on how attitudes and perceptions differ amongst these different types of fans at MCFC.

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The conclusion of the Mintel research ultimately states that football is the most popular sport in the UK: Footballs status as the national game is confirmed by the majority of UK adults who have some degree of interest in the sport. (Mintel 2008: Football Business (The), section 1.2) The report cites that football has undergone resurgence in popularity post-Hillsborough and also attributes the sports growing status to the inception of the premier league. MCFC has seen a massive increase in media interest and international recognition recently, following the arrival of the new Abu Dhabi owners. There have been national tabloid newspapers such as the Daily Mail writing about the clubs new found spending power with numerous articles such as Extreme Measures (01/05/09) and Its almost like watching brazil (03/05/09) according to the official MCFC website (what the papers say). This makes the study into fandom at the club a contemporary subject matter to investigate. The research can probe whether or not there is a renewed optimism amongst the fans because they are now part of the richest football club in the world. The telegraph newspaper (2008) wrote an article about how the credit crunch is affecting the premier league and it described Manchester City as financially stable: Bought out with oil billions from Abu Dhabi, City are probably as safe as it is possible to be. The oil price is tumbling but such is the fortune of their backers, those losses amount to loose change. (Telegraph online, 2008) This study cannot make assumptions on how the clubs fans are feeling based purely on the wealth of MCFC or the recently positive media attention, it must acknowledge the theories on football fandom before an appropriate methodology can be formed. Supporters: Active vs. Passive

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This sub-chapter shall explore several studies and theories proposed on football fandom; which appear to consistently differentiate between the passive and the active fan / supporter. SIRC (2008) supports the generic consensus; being that the active fan regularly attends matches and the passive fan will follow his or her team from the comfort of their own home, thus referred to as the armchair fan. According to Richardson, (2004, pg 89) Madrigal has a theory which attempted to distinguish between football fans in terms of the underlying reasons behind their actions. He proposed two forms of behaviour exhibited by fans watching their club at a match: BIRGing: basking in success. CORFing: dissociation following failure.

This theory categorised fans into two sub-groups: high identifiers and low identifiers. High identifiers have fewer tendencies to CORF and were described as being more loyal and emotional. These fans have a greater inclination for self-serving bias. They would provide lots of vocal support and explain failure through uncontrollable external factors, such as cheating and poor refereeing. High identifiers have greater expectations than low identifiers (more wishful thinking). The researcher of this study intends to survey Manchester City fans on this theory to find out if they knowingly distinguish between people that CORF or BIRG. This could affect the group dynamics of supporters in terms of the atmosphere created at matches. The vast majority of MCFC fans continue to support their team without question, even when the costs (losing) often outweigh the rewards (winning). This suggests that they are highly socially committed to their role as fans. These instances can be linked to Madrigals research where a loyal supporter would never dissociate (CORF) themselves from the team due to failure.

Richardson (2004) states that Belk says high identifiers derive more enjoyment from their fandom than low identifiers, as the team is perceived as part of the extended self. This is thought to make CORFing more difficult, it may even not be an option as it could be perceived by other fans as disloyal. Richardson advocates that Belks research on loyalty has focused on fan identification with the team. This has lacked explanations into how one fan identifies with 12

another. Richardson (2004) also speculates that the advantages of close identification with the 'in-group' of associate fans of their beloved team entail higher self-esteem, less depression and superior levels of life satisfaction. It is possible that the positives of group or fan community membership far outweigh the negatives of team failure. Fundamentally, once we are aware of the reality of group membership, it advocates that factors such as compliance with group norms out of a need or longing for ongoing acceptance and group membership, could well be important determinants of fan behaviour. This theory as proposed by Belk and cited by Richardson (2004) can be applied to the study at MCFC with regards to the community aspect at the club. The researcher wishes to look at how strongly fans feel about other fans as a whole community of individuals identifying with each other and if this could be as important to them as the result of any given match. Madrigals research as referred to by Richardson can be linked to a report produced by the Social Issues Research Centre (SIRC, 2008). This piece of research, entitled as the Football Passions report, was an extensive sociological study carried out across 18 countries in Europe. The objectives of the study were to liberate the emotions of being a football fan and to measure up to the feelings, expressions and behaviour of fans associated with support of their football teams. The researcher can utilise the results of this report by adapting its framework from an international scale to a regional scale at MCFC. The report suggested characteristics which compose different types of fans, which is something that warrants research at MCFC in order to generate a comprehensive study. This relates back to the overview of a real fan / armchair fan and BIRGing / CORFing. A fan was defined by SIRC (2008) as not just a spectator but a participant. Match attendance is seen as credible but it comes with an obligation to engage emotionally in order to positively impact on the teams performance. This definition of a true fan supports Madrigals theory on BIRGing as cited by Richardson (2004), in the sense of providing vocal support and commonly being more emotional and loyal to the team. Moreover, the Football Passions report (2008) highlighted that across many countries the fan would refer to themselves as the twelfth man. They would provide their club with support from the stands by means of songs, chants and huge banners. The larger multi-square fabric 13

banners would require cooperation, planning and precision amongst the supporters. This creates prevailing bonds and friendships which might not otherwise exist in the absence of football. These fans really do believe that their presence will help their team to win, they are not just there to observe. Away from the stadiums it was found that these same followers found the internet to be a useful tool in checking fixtures, results, injuries and the sales and purchases of players. A minority of dedicated individuals would even trawl the internet for up to 6 hours a day. In contrast, the fans with a tendency to CORF as discussed by Richardson (2004) were referred to in the Football Passions report as fair-weather supporters. These stereotypes were described by the participants of the study as not constituting what it is to be a real fan. They lack an in-depth knowledge of their teams statistics and history. Regular match-goers are entitled to a legitimate opinion, whereas the opinions of the fair-weather or armchair fan are mostly ignored. SIRC (2008, p14) obtained this example of how people portray an armchair fan: The bloke in the pub who never goes who starts telling you how [Coventry] City should be playingIt's like people who [talk politics but] don't vote.

This quote appears to summarise how the opinion of someone who does not regularly attend matches is largely discredited and ignored by a season ticket holder for example. The researcher of this study shall be looking into how important it is to MCFC fans to watch a match in person and how vital the atmosphere is to them. This may help to establish the difference between a participant and an observer.

Gender Football has long since been a male-dominated sport across the globe and has evolved from its violent past as more rules and regulations have been implemented by governing bodies of the sport. For example, following the Hillsborough Disaster and subsequently Lord Justice Taylors 14

report in 1989, all standing terraces in England were phased out according to Barber (2002). Williams (2006) refers to how gender dynamics play a role in the consumption around global sport today. Williams observes that throughout major football championships, mainstream department stores successfully promote young womens clothes which mimic national football uniforms. He proceeds to note that recently David Beckham appeared as the first ever male to grace the front cover of popular womens magazine Marie Claire (June issue, 2002). Conclusively, Williams advocates that the wider shift of these actions of the ubiquitous and androgynous England football captain and global idol opened up genuine possibilities of a new realisation of national community, and also a new sporting identity for English Football. The potential reasons for the low level of women watching and attending football matches have been unearthed by Jones (2008) in an investigative study carried out in England. The researcher interviewed 38 female fans at English mens football matches and analysed their responses to offensive or insulting behaviour by male fans. It could be argued that the data was collected from a small sample, and is therefore unrepresentative; however it does provide an insight into womens perceptions of mens football. The findings illustrated that women employed three strategies to respond to sexism and homophobia. First, they articulated their disgust at abuse, occasionally redefining fandom to exclude abusers. Secondly, they downplayed sexism. The final strategy was to embrace gender stereotypes, arguing that femininity was not consistent with authentic fandom and that abuse was a deep-seated part of football. In conclusion, Jones suggests that probing non-traditional male fans using a similar framework might generate useful results. The Football Passions report (2008) reflects Jones findings in the respect of footballs male dominance. The report considers Sweden to have the best womens football team in the world, although the supporter culture of women for women is not very well developed. Once again, it transpires that match attendance for womens football leagues is significantly less than that of the professional male leagues. In the UK, Sport England (2006) has recognised the importance of social inclusion within football from grass root to elite level and has launched an initiative called the FitC scheme. Brown et al. (2006) understands that many football clubs and their FitC schemes have 15

undertaken a great deal of facilitating access work over the past 15-20 years with groups including girls and women. The Womens Sport and Fitness Foundation (no date) is working alongside Sport England to increase the level of sports participation for women. The Its Time report aims to highlight the critically low levels of womens participation in sport and exercise. It cites football as being the most popular national team sport (and also fastest growing), yet it is only played by 1% of women, making it the 12th most popular activity equal with Pilates according to Sport Englands Game Plan initiative (2002). Womens low participation rates in football could be attributed to the lack of female football fandom.

Costs vs. Rewards of Football Fandom

Research conducted by Jones (2000) acknowledges a theory proposed by Stebbins into the profit hypothesis. In summary, the theory dictates that the perceived benefits of taking part in an activity exceed the perceived costs. This can be used to explain a continued engagement in a serious leisure activity. The rewards consist of self-actualisation or self-gratification, such as the elation experienced by a fan when their team wins a match. The costs could be embarrassment or anxiety triggered by conceding goals and ultimately losing a match. The 16

study at MCFC will investigate to what extent the costs of fandom can potentially outweigh the benefits and how supporters feel about this. In terms of monetary costs incurred by Football Fandom aside from the purchase of ticket sales and club merchandise, the Football Supporters Association (FSA) was born in the late 1980s. In accordance with Barber (2002) various FSAs had a significant impact on clubs across the whole country. The notion of the FSA was formed following the 1985 Heysel disaster according to Barber. The author advocates that the FSA was created so that fans could organise themselves in a way in which their voices would be heard and respected. One such Liverpool fan called Rogan Taylor described their impact: The organisation was sucked into a football vacuum where real supporter representation was virtually unknown. It was gratefully discovered by a media that had never had a fans' outfit it could rely on to deliver something that sounded like an authentic voice of the supporters. (Barber 2002, section 3.1):

The FSA subsequently reaped the rewards of their efforts, most notably in enabling refunds to be made available following abandoned football matches: 70% of FA Cup Final tickets to be given to supporters of the two participating clubs. 10% of available space at Premiership grounds to be allocated to away supporters. Campaigning for safe standing areas to be retained at football grounds (implemented in bottom two divisions of the Football League) The establishment and maintenance of Fan Embassies at major international tournaments (Italia '90 and Sweden '92). 17

(Barber 2002, section 4.1) It is largely debatable today whether or not fans have any real say in the decisions influencing their club, especially in the Premier League. The negative influences of fandom within the Premiership would appear to be attributed to the arising economics. Sport England (no date) cited that monies generated through TV coverage from Sky and the BBC were worth 600m from 1997-2002. Supporters had little say in these contracts, yet it affected them directly. The BBC won a landmark Football League contract in 2007 in a joint bid with Sky. They can now show Football League and Carling Cup matches from 2009-2012 worth 88m per season according to the BBC website (2007). According to Barber (2002), as more money is pumped into football and competition increases amongst the major TV networks to secure the rights to matches, more fans have become shareholders of large clubs yet most lack voting rights. Barber also states that local clubs are now in international markets and outside of local influence. The author goes on to describe the 1990s as the decade of Fan Power.

At Manchester City, during the 1993-94 seasons, the fans objected robustly to the clubs chairman Peter Swales. This campaign eventually led to former player Francis Lee taking over the club. Swales later admitted that the roots of the Maine Road 'fan power' movement ran deeper than this single initiative: I always think that when Howard Kendall left Manchester City the supporters appointed Peter Reid... the supporters had decided that he was the man and they weren't going to accept anybody else... From then on they were always going to have a say in any major decision, whether that was a player coming in or a player going out, a manager going out or a manager coming in, a chairman going out or a chairman coming in.

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(Barber 2002, 4.3): The MCFC study will explore how much of an impact fans are making today with decision making at the club as opposed to 15 years ago when the above quote was indicative of the times. The researcher shall endeavour to find out how things might have changed in the last decade in terms of what fans today are able to influence at the club. Conn (2009) has offered some insight into the changes which the club has recently undergone. Khaldoon Al Mubarak, Sheikh Mansour's emissary has insisted that they are not about to replace MCFC Manager Mark Hughes. They have backed Hughes to spend 135m on players, describing him as "the brightest young manager in the Premier League". Conn discusses the unwavering loyalty of the Abu Dhabi owners as they recognise the experience and solid virtues of Hughes. The writer speculates that the new owners of the club and the strategic advisor Simon Pearce are torn about what to do with Hughes and with the club itself. This is between: ...their commitment to loyalty and to long-term planning and the instinct to see their money bear instant results. The limitless cash of the Sheikh makes it an exciting time to be a Manchester City supporter, and there is a great deal of talk about the summer signings to take place with the intention of securing more big names for the team. This study investigating fandom at MCFC is concerned with how hopeful supporters are about the clubs future. Considering the clubs new found fame and fortune, coupled with Mark Hughes bringing a fresh face with innovative ideas and promises to sign world-class players, the principal investigator predicts a majority of optimistic fans. Not long after Hughes became the new Manager for MCFC, he made the following statement: (MCFC official programme 2008, pg5) It has been quite a fortnight for Manchester City, hasnt it? The news of an imminent club takeover followed by the breaking of the British transfer record all in one day ensured that the football spotlight was well and truly on the blue half of Manchester on 1st September 2008!

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Methodology The descriptive nature of the research carried out so far within the leisure and tourism industry is referred to by Veal (2006) as explanatory. This is because it endeavours to explain trends observed when mapping patterns of behaviour in areas or activities. The author adds that explanatory research can assist in the process of identifying causality, providing that the investigator is thorough in the collection, analysis & interpretation of data. The issue of causality can determine why for example there has been a rise in A and a decrease in B; although to establish that a rise in A has been directly caused by a decline in B is a much more challenging task. The principal investigator decided that an entirely qualitative approach was appropriate for this study in order to obtain useful data from participants. The aim of the study was to analyse and interpret the attitudes, behaviours, thoughts and feelings of MCFC supporters. Firstly, a multiple choice questionnaire-based survey was utilised to conduct the research which employed a respondent-completion format for participants. The participants read the questions and wrote their answers down on paper. Veal (2006) advocates that a qualitative research project can 20

collect reasonably little information on, for example 200 people because it is the way in which the data is analysed that can yield comprehensive results. Veal states that research about interactions between members of a group including the attitudes and beliefs of those individuals warrants a qualitative approach. In contrast, a quantitative project is more concerned with acquiring a limited amount of information from a large number of people. For these reasons, the researcher of this study justified the former advance.

A desired sample size of 200 participants was intended to complete the questionnaire-based survey. The research design entailed collecting data via a printed copy in addition to an electronic version posted online. The questionnaire design was split into three categories: Affiliation with the club During the match and preparation Attitudes towards the club

Splitting the questions amongst these sub-headings had two main advantages. The structure of the survey was easier for respondents to understand and it also facilitated the analysis of data for the researcher. The Marketing Manager of MCFC (Ian Howard) granted permission for the investigator to select participants at random within the grounds of the club. The specific location of where the surveys were carried out was at the City Store, which is an official retail outlet representing the club to sell its merchandise. This was preferable in order to obtain a more diverse sample from mixed age groups and both sexes. The research was conducted on both match & non-match days between 12 and 2pm. As per Ian Howard, the investigator was required to wear clothing that displayed the University logo.

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The study relied more heavily on the online survey (identical to the hard copy) and adapted the framework used in the Football Passions report (2008) produced by the Social Issues Research Centre. Questions 3, 4, 5, 7, 11 & 14 were borrowed from the SIRC report, albeit modified slightly to make them more relevant to MCFC. The online survey was posted on three popular websites that act as unofficial forums for users to discuss any topic relating to the club. The selected websites were as follows: http://bluemoon-mcfc.co.uk http://www.bluewatchmcfc.co.uk http://www.mancityforum.com The survey was modified so that users could reply to the online post by copying + pasting its content, then deleting the choices to leave the desired response for each question. One of the reasons for submitting it online was down to the success and enthusiasm of respondents from the Football Passions report (2008) and also the Mintel report (Football Business, 2008). Secondly, after reviewing the literature relevant to this study it was apparent that the internet was widely used by football fans as a convenient resource for information on players, transfers and issues affecting their teams. Additionally, by putting the survey online it helped to reduce bias. Veal (2006, pg 284) states that: The researcher seeks to achieve representativeness and to minimise bias by adopting the principles of random sampling. This statement suggests that random sampling is not methodical, which is certainly not the case. It simply means that all members of the given population have an equal chance of being included in the sample. This can be related to the online version of the MCFC survey as the total number of members on a supporter forum makes up the population. Moreover, according to the blue moon website there are 12864 members in total. The respondents were selected at random in the sense that they were logged on to the website at the time of the questionnaire being a hot topic (most viewed), and a percentage of users who viewed the post decided to respond. Every time a user responded to the online post, the questionnaire would rise to the top

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of the discussion forum, thus causing more users to see it as they logged on and generating additional respondents. The dedicated users of the online forums made for an ideal target audience. Furthermore, for the online participants the absence of the researcher allowed them to complete the survey in their own time. Gratton et al. (2004) suggests that a postal questionnaire (or online in this case) can increase the chance of obtaining genuine responses to questions of a sensitive nature, as a respondent is not inhibited by the presence of a researcher. Gratton et al. also highlight the potential problems arising from this form of questionnaire. If a researcher is not present there will be no chance for the respondent to seek clarification, which is why questions have to be clear enough for each participant to understand. This is why the investigator used simple statements for respondents to agree or disagree with. According to Gratton et al. (2004), another problem with using postal / online questionnaires is that there is no opportunity to probe, meaning that a respondent cannot elaborate on their answers or justify their selections. In an attempt to uncover the underlying reasons behind the selections made by respondents the researcher held a focus group with four fans. There were eight of the multiple choice questions chosen for discussion so that the group could expand on their answers and provide further insight towards their perceptions of the club, its fans and its future. The definition of validity, as per Veal (2006) is: The extent to which the data collected truly reflects the phenomenon being studied. The researcher intended the focus group to further substantiate findings from the survey to make for a much more comprehensive analysis. Veal also advocates that the idea of interviewing a group of people together as opposed to individually is becoming popular amongst researchers. According to Veal (2006) the researcher becomes the facilitator of a discussion instead of the interviewer as such. This format encourages the participants to interact with other members of the focus group, as well as with the researcher. The focus group was conducted at the researchers main residence and lasted for approximately 54 minutes. The researcher picked out questions which were not self-explanatory

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and consisted of a more open-ended nature. From the affiliation with club section, questions 3 & 4 were chosen because the researcher expected a varied response from fans. This was depending on how socially committed they were to their role and whether it was family or other peers such as friends that led to them supporting MCFC. Only question 7 was chosen from section 2 experiences before and during a match as the researcher was particularly interested in how fans would describe the atmosphere in the grounds when around other fans, in relation to watching the match itself. The final section regarding the attitudes of fans towards MCFC was a major component of the study and therefore all 4 questions were brought into discussion at the focus group. The session was structured so that each participant would answer the question before the researcher shifted to the next. In this way the group was in sync, which opened up to the possibility of debates and individuals making more in-depth contributions. All dialogue was recorded using a laptop and Dictaphone as a double precautionary measure in case one failed. The session was recorded so that the researcher could easily type up transcripts for analysis afterwards. Whilst transcribing the recording into a word processed format, the laptop recording was found to be of much higher quality in its clarity and volume. Another reason for the laptop file being preferential over the Dictaphone recording was the ability to pause, rewind and fastforward the dialogue with ease. The participants gave their permission to be recorded prior to the session commencing. In between questions the researcher would only interject if it was felt to be necessary, for example if the conversation was detracting from the topic or occasionally to ask a group member to elaborate on a point made. These prompts were infrequent and mostly occurred when the researcher believed that a relevant secondary issue had been raised, as a result of the group discussing their answers with each other surrounding a particular question. If the researcher did ask the group an unplanned question he was careful not to lead them or express any opinion whatsoever. It was especially pertinent for the host to remain neutral in order to avoid researcher bias. In conclusion, through the means of collating previous research and literature on football fandom, obtaining results from the questionnaire-based survey and the focus group, the researcher created a triangulation which formed the project.

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Results & Discussion Once the researcher had collated all data obtained via the questionnaire-based survey it became immediately apparent that the sample was made up of predominantly males, which represented a majority 87 respondents of the entire sample, only 16 were females (103 participants in total). However, the researcher was not especially concerned with this disparity, as the aims were to investigate the attitudes, beliefs and feelings of MCFC fans in general. Moreover, as a post-research evaluation the researcher acknowledged that both gender and age could have been a non-essential variable to analyse. This was due to noting that a similar methodology used by SIRC (2008) as referred to in the literature review did not record the sex or age of its participants. It was unfortunate that the desired quota of 200 participants was not achieved, which could be seen as disadvantageous in terms of the reliability of this study, in addition to its representativeness of MCFC supporters. The breakdown of where the completed surveys were obtained is as follows: 70 online 29 at the MCFC Eastlands stadium 4 from the participants of the focus group

The researcher found it difficult to find many willing respondents at the grounds of the club as many cited a lack of time or interest to partake in the questionnaire, this was despite several trips on both match and non-match days. In contrast, the online respondents added additional information which will be referred to whilst interpreting these results. The high response rate online coupled with the occasional opinion expressed by respondents supports the theory proposed by Gratton et al. (2004), which advocates that a respondent is uninhibited by the absence of a researcher and has their own free time in which to respond. For instance, within

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the section of the survey Your affiliation with MCFC, 32 online respondents added to their multiple choice answer to justify it. In response to question 3, many (that agreed with the statement) wrote something to the effect of I would dump a girlfriend but never MCFC, Girlfriends come and go MCFC is for life. This question had a majority of males that either agreed or strongly agreed (73%), and an 88% agreement for females, which can be linked to the positive majority response of Q5 (94% / 93%) as per fig 1.4 & 1.5: Q5. I feel a stronger sense of loyalty to MCFC than I do for the national side Fig 1.4 Males

Fig 1.5 Females

One respondent online commented always club before country. The positive feedback as reflected in the graph above and also some of the comments made (online) in relation to Q3Age of indicate that MCFC supporters are less inclined to CORF (dissociation through failure) as

discussed by Richardson (2004). The fact that most respondents agreed that their relationshipAge of to the club is like having a long-term partner suggests that they are loyal fans who would not

abandon their team if things were going badly. One participant from the focus group described how his girlfriend can irritate him and sometimes make him cry just like MCFC can when they lose consecutive matches, yet he strongly agreed (in Q5) that his allegiance to the club is greater than it is for the England side. Similarly, another member of the group said that the older he gets the more involved he has become with the club in the same sense that his relationship with his wife gets stronger. He also mentioned that City gets into your blood, suggesting that it is a life-long commitment just like marriage. These statements reveal that they view the team at MCFC as an extended part of themselves, making it difficult for them to CORF. Richardson (2004) cited Belks theory in these circumstances, whereby if a fan believes that (s) he is part of the team, CORFing may not even be an option because it might be perceived as disloyal by fellow supporters. Fans with fewer

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tendencies to CORF are referred to by Richardson (2004) as being both loyal and emotional, which reflects on the results of this study showing that of the 103 respondents, 51% of males and 81% of females admitted to having cried when watching MCFC play. In addition, 81 % of both males and females admitted to hugging or kissing a stranger when MCFC have scored, which suggests that the fans have a strong emotional attachment to the team. When the researcher asked the focus group about whether their presence at a match can directly affect the way it is played, the contributions were in unanimous agreement. An individual referred to himself as the twelfth man at every game, he speculated that when 48,000 fans are shouting a players name it must give them a lift and help them to play better. This contributes to previous research that was carried out by SIRC (2008) that recorded most of the fans they surveyed referring to themselves as the twelfth man, because of the massive support that they give their team by providing huge banners, songs and chants. Two other participants added that the club has had the best win-at-home ratio in the premier league, whereas only 2 games have been won away all season (2008-2009). One person insinuated that as there are only usually 5,000 seats available at an away match (for MCFC fans) the vital crowd support is missing.

The survey results support the opinions of the focus group and the research conducted by SIRC, as shown by fig 1.8 1.9: Q7. As a fan, I feel that our presence has a direct effect on how the game is played Fig 1.8 Males

Fig 1.9 Females 27

In contrast to the twelfth man citation, figs 1.8 & 1.9 also highlight a small number of fans who do not believe that their presence at a match makes any difference to how MCFC play. There were 6% of female fans and 19% of male fans that either strongly disagreed or disagreed with the statement. It could be argued that this minority of respondents constitutes what it is to be a fair-weather supporter as discussed within the Football Passions report (2008). The fairweather supporter is described by SIRC as someone who lacks an in-depth knowledge of the team and does not attend regularly. However, the researcher can only speculate on this point because the survey did not have any questions relating to the frequency of matches attended by fans, or their knowledge of the clubs history and statistics. There is only some evidence within the findings of this study to support this. The minority of respondents also disagreed to providing vocal support at a game and disagreed that it is equally as important to be around other fans, as it is to watching the game. Within Experiences before and during a match all 4 members of the focus group strongly agreed on how important the atmosphere of the grounds is during any given match. One member talked about the singing amongst the fans and how he loved the banter between the two sets of supporters, adding that he sometimes spends more time singing, laughing and shouting than he does actually watching the game. Another person pointed out that if, for example the away supporters were banned from attending a game the atmosphere would suffer as a result, especially during an end-to-end game (away supporters situated directly next to a home stand). This person described the presence of the away supporters as electrifying the atmosphere and also referred to the atmosphere as part of the enjoyment of the game. He called MCFC supporters a breed of people who are real fans because of all the trials and tribulations theyve been through. One individual called the singing at football matches a competition as to who is the loudest and ultimately the most supportive of their team. He explained that providing strong vocal support for the team gains the respect of away fans which boosts his self-esteem. It is clear from these

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comments just how valuable the atmosphere is to fans and how much they enjoy revelling in it. Therefore these members of the focus group can be described as high identifiers, because as stated by Richardson (2004) a high identifier derives more enjoyment from their fandom than a low identifier, plus they are more emotionally involved with their team and are loyal. This also supports the definition of a true fan as cited by the Football Passions report (2008), described as someone who is not just a spectator but a participant who wants to positively impact on their teams performance.

Figs 2.6 2.7 illustrate an overwhelming positive response from the surveys respondents answering Q11: Being around other fans in the atmosphere of the grounds is as important as watching the game itself Fig 2.6 Males

Fig 2.7 Females

The sample could be described as biased due to the 18-24 year olds making up 46% of the total sample, yet such is the risk of random sampling. However, the researcher did not target this age group over any other and as per Veal (2006) using a random sampling technique gives all members of a given population an equal chance of being included in the sample. These graphical representations echo the answers of the focus group, with all 18-24 year old respondents of males and females answering agree or strongly agree. The only exception was a 6% anomaly (3 male respondents) who disagreed. One explanation for this anomaly can be 29

examined by a contribution from the focus group, which debated why some people might disagree with question 11. The group implied that a marginal number of MCFC fans are scared of success because they literally dont know what it feels like. A participant who joined in with this discussion talked about an older fan that stands behind him every home game shouting constant abuse at the players even when they are performing well and MCFC are winning. He said that this man criticises the team at the first sign of weakness and only praises them when MCFC score. This type of fan fits the profile of a low identifier, as cited by Richardson (2004). This is someone who does not derive much enjoyment from their fandom and will immediately dissociate himself from the team following failure. The low identifier is not emotionally involved when supporting and lacks a distinct sense of loyalty to the team. The general trends of the questions (to agree or disagree) can attempt to vaguely distinguish between the true fans that enjoy basking in success (BIRGing) as mentioned by Richardson (2004) and the fair-weather supporters as described by SIRC (2008). However the responses from the survey and focus group can provide some insight into the positives and negatives of fandom with regards to the costs against the rewards of being a fan of MCFC. Question 12 was intended to make respondents of the survey decide how much joy they derive from being a fan of the club and how big a part this plays in their lives by including the words self-esteem and life satisfaction within the statement. Research conducted by Jones (2000) acknowledges a theory proposed by Stebbins into the profit hypothesis. The theory dictates that the perceived benefits of taking part in an activity exceed the perceived costs. This can be used to explain a continued engagement in a serious leisure activity. The rewards consist of self-actualisation or self-gratification, such as the elation experienced by a fan when their team wins a match. This theory however, fails to explain why a fan would continue to support their team when the costs of fandom potentially outweigh the rewards. The participants of the focus group made contributions that contradict with Stebbins profit hypothesis theory. One person talked about a match against Hamburg, where MCFC were knocked out of the UEFA cup competition, yet it was still a thoroughly enjoyable day for this individual:

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The Hamburg game changed my life! I had never seen anything like it [thousands of MCFC supporters brought inflatable objects into the grounds]. I want the atmosphere to be like that every game. I left the stadium feeling great (Appendix 1, pg 37) Despite the huge cost of fandom on this occasion, the reward of a life-long unforgettable atmosphere outweighed the cost to the individual. This contradicts with Stebbins theory as cited by Jones (2000). Despite such a great loss as a fan, this individual will continue to engage in their fandom, experiencing self-actualisation and self-gratification. Another member of the focus group added that he had never left a football match with such mixed emotions, feeling so high about the match result, yet so dejected at the same time.

The results from the survey highlight that the majority of the sample agreed or strongly agreed with the statement from question 12: I believe the community of supporters at MCFC gives me a high level of self-esteem and life satisfaction Fig 2.8 Males

Fig 2.9 Females

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These results outline that the 18-24 year olds appear to derive the most enjoyment and satisfaction from the community of supporters at MCFC, with the 25-35 year olds evenly split. This suggests that the 18-24 year olds are more actively involved with the club and socially committed to their role as fans. A 24 year old from the focus group described the community of supporters at MCFC as a family. He talked about a hugely popular pub themed for MCFC opposite the stadium, saying that everybody likes each other. He compared this to a pub in the centre of Manchester filled with 1200 people that could potentially see trouble and fighting break out.

Another 24 year old from the group added to this, describing the eclectic mixture of people in this pub for MCFC fans: There could be a criminal, a priest...but its all just one big family of MCFC supporters brought together (Appendix 1, pg 37) This high importance placed on community by the participants of the survey and the focus group contributes towards extending the research conducted by Belk, which according to Richardson (2004) has lacked explanations into how one fan identifies with another. It would appear that an MCFC supporter can socially identify with a fellow fan in a place like the aforementioned pub, which is exclusive and creates a tight-knit community of like-minded people. One focus group member mentioned that during busy periods, an MCFC supporter is required to show a season ticket in order to gain entry. This suggests that the patrons of the pub are mainly true fans by the definition of the Football Passions report (2008), as they literally have to prove that they are regular match attendees to gain entry. In response to question 13 about how optimistic fans were about the future of MCFC, the researcher had anticipated a unanimous agreement with the statement. Overall, 97% of males 32

and 94% of females either agreed or strongly agreed. This could be attributed to the clubs new found fame and fortune, after MCFC was taken over by Abu Dhabi (the sheikhdom of eastern Arabia and capital of the United Arab Emirates). The focus group was in agreement about feeling highly optimistic about the clubs future. One member described the take over as raising the profile of the club and putting MCFC on the map.

Another member was equally as enthusiastic: Were riding on the crest of a wave. We have the foundations of a decent club, the making of a good Manager (Appendix 1, pg 38) When the researcher introduced question 14 to the focus group, he quoted literature previously collected within the primary research of the study, by a former chairman of MCFC Peter Swales: I always think that when Howard Kendall left Manchester City the supporters appointed Peter Reid... the supporters had decided that he was the man and they weren't going to accept anybody else... From then on they were always going to have a say in any major decision, whether that was a player coming in or a player going out, a manager going out or a manager coming in, a chairman going out or a chairman coming in. (Barber 2002, 4.3): Through providing this background information to the question the researcher intended for the focus group to comprehend the relevance of the statement, in terms of the extent to which fans held an influence over MCFC in 1993-94, compared to the present day. This was followed by the group raising sub-issues surrounding the statement and offering different perspectives on

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their opinions. For example, a 49 year old group member agreed that the above quotation was indeed reflective of those times, although today things have changed significantly. He mused that the outside influence of commerce and media interest has caused football to revolve around money, taking it away from the working mans game. He also linked this to the Arabs that have bought the club, referring to their vast power. He summarised that the culture of the game has changed. These comments can be directly related with research conducted by Barber (2002) who described local clubs as being in international markets now and outside of local influence. Barber describes the 1990s as the decade of fan power which has long since passed. A different group member offered an alternative perspective; he described the decision making at MCFC as a pecking order: I answered strongly disagree (to question 14). Its a 5-tier hierarchy and we [the fans] are at the bottom. The owners have got the final say, but the board can pressure the owners. The media can twist things and say whatever they want; look at what they did to get rid of Sven (Goran Erikson) as the England Manager. Then you have the players who can say if they are not going to play... (Appendix 1, pg 40) This statement shows that the fan fully grasps that there are factors out of his control that influence major decisions at MCFC, yet when the researcher asked if he resented this he replied that it is just how football is and he accepts that. This is also reflective of another point made by Barber (2002). The author suggested that as more money is pumped into football and competition increases amongst the major TV networks to secure the rights to matches, more fans have become shareholders of large clubs, yet most lack voting rights. Figs 3.2 & 3.3 below show a majority disagreement from respondents to question14:

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The results show that 98% of males disagreed with the statement, and 88% of females respectively. However, 3 of the online respondents added that MCFC is trying to listen to the fans more by concentrating on the operational end of the club. A member of the focus group elaborated on this issue. He said that the fans have been demanding cheaper tickets and cheaper season ticket prices, and that they have now been going down in cost. He cited how the fans had originally requested a special singing section to be built to raise the atmosphere in the grounds; this has happened. Also, he mentioned that fans have expressed a wish to make the stadium safer: Fans have said they want a cop, like at Anfield [Newcastle United Football Club stadium] so that the away fans cant break up our singing section. It is apparent that the members of the focus group are avid fans as referred to by Mintel (2008) as they have an up to date extensive knowledge of most things going on at MCFC, and they are all season ticket holders.

Conclusion & Recommendations

Following a comprehensive analysis of the qualitative data collected for both the survey and focus group session the researcher is able to make several deductions about MCFC supporters. The vast majority of the fans which took part in the study had few indicative tendencies to 35

CORF (dissociate themselves from MCFC due to failure). The findings distinguished between a high identifier, being someone that derives a high level of enjoyment from their fandom and a low identifier, which can be described as a disloyal individual. Graphical representations of the results indicated a general trend of 18-24 year olds being cited as the most emotionally attached to MCFC and the most loyal (predominantly high identifiers). The focus group supported the survey results by revealing that MCFC fans make a long-term commitment to the team, in a similar way to having a long-term relationship with a girlfriend or boyfriend. The findings of the study proved to have direct links with previous research into football fandom. With regards to how fans felt about their role as fans, 97% of survey respondents genuinely believe that their presence at a match positively impacts on the teams performance. This was backed up by the results of the focus group, with an emphasis being placed on fans referring to themselves as the twelfth man as cited in the Football Passions report (2008). The members of the focus group feel like participants at a match and not just spectators, because they are emotionally attached to the team. The focus group revealed that the community aspect of being an MCFC supporter is very important to them and that providing strong vocal support at a match is crucial. This is not just to positively impact on their teams performance, but also to gain the respect of away fans and to be recognised by other MCFC supporters as a true fan. A significant 98% majority of respondents to the survey either disagreed or strongly disagreed that they have any influence over major decisions at MCFC. This was discussed at length during the focus group, which attributed the outside influences of commerce and media interest as uncontrollable factors that have changed the culture of the game. This was also in stark contrast to the 1990s, when fans did have a major say in the decisions at their club in relation to a player, manager or chairman coming in or going out of MCFC. These beliefs of the focus group supported research by Barber (2002) that described local clubs as now being in international markets which were outside of local influence. The focus group did however unearth the fact that fans can and have influenced decisions regarding club operations. Members of the group speculated that MCFC are listening to fans ideas on reducing ticket prices and implementing a designated police officer to protect fans from away supporters. 36

After triangulating the academic research with the results of the focus group and the survey, the researcher addressed the research problem and revealed a more positive side to football at MCFC. The researcher found that the most difficult part of forming the project was collating existing literature that was relevant to its aims and objectives. It became apparent that the phenomenon of football fandom is a relatively new field of research, hence why all the referees used in this study are post year 2000. Having combined existing theories into fandom concerning how fans identify with each other and interact with their team, the researcher was able to illustrate the group dynamics of MCFC fans. The most useful information to come from the results was the unwavering loyalty of the fans that valued the atmosphere at a match as equally important (if not more) as winning. The researcher believes that he has contributed towards the innovative study of football fandom and added to previous research significantly by examining and interpreting the mindset of an MCFC football supporter. Furthermore, to the best of the researchers knowledge it is the first time that a study of this kind has focused on a specific sample through considering the variables: age, sex, regional location and an exclusive target audience. However, if the study were to be replicated the researcher recommends that age and sexes are non-essential variables to consider. This is partly because the researcher struggled to make many useful observations about trends relating to the age or sex of a respondent, but mainly due the random sampling technique which was employed. Random sampling will always produce an unpredictable sample, but it is entirely appropriate in order to gain a representative sample for this type of study concerning the attitudes, thoughts and feelings of people who all support football. If further research conducted obtained a sample that was equal in the number of males, females and age groups it would conflict with the umbrella of fandom, which is inclusive not exclusive. In addition, both the primary and secondary research undertaken in this study has showed that football is still a largely male-dominated sport; therefore obtaining a sample as described above would prove to be difficult.

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Bibliography Barber, G (2002). University of Leicester. [online]. Fact Sheet 7: Fan Power and Democracy in Football, 3.1 4.3, Last accessed May 1 2009 at http:www.le.ac.uk/ Gratton et al (2004). Research methods for sport studies. [online]. 284, Last accessed 4 May 2009 at http:www.dawsonera.com/ Funk, D (2009). Consumer behaviour is sport & events. [online]. Article from Business Source Premier last accessed 7 May 2009 at http://web.ebscohost.com.lc.proxy.shu.ac.uk/

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Jones, J (2000). University of Luton, Leisure Studies Vol. 19 Issue 4. [online]. A model of serious leisure identification: the case of football fandom. Article from Business Source Premier last accessed 4 May 2009 at http://web.ebscohost.com.lc.proxy.shu.ac.uk Jones, K (2008). Female Fandom: Identity, sexism, and Mens Professional Football in England. [online]. Last accessed 5 May 2009 at http://dialnet.unirioja.es/ MCFC (2009). What the papers say. [online]. Last accessed 7 May 2009 at http://mcfc.co.uk/ Mintel (2008). Mintel Marketing Intelligence. [online]. Football Business (The), 1.2, Report last accessed 7 May 2009 at http://academic.mintel.com/ Richardson, B (2004). Irish Journal of Management, Vol. 25 Issue 1. [online]. New Consumers and Football Fandom: The Role of Social Habitus in Consumer Behaviour. Article from Business Source Premier last accessed 1 May 2009 at http://web.ebscohost.com.lc.proxy.shu.ac.uk SIRC (2008). Social Issues Research Centre. [online]. Football Passions report, 14. Last accessed 7 May 2009 at http://sirc.org/football_passions/ Sport England (2002). Game Plan Initiative. [online]. Last accessed 3 May 2009 at http://sportengland.org/ Telegraph Staff & Agencies (2008). [online]. Last accessed 5 May 2009 at http://www.telegraph.co.uk/ Williams, J (2006). Soccer & Society. [online]. Protect me from what I want: football fandom, celebrity cultures and new football in England. Last accessed 1 May 2009 at http:lra.le.ac.uk/ Veal, A.J (2006). Research methods for leisure and tourism: a practical guide, 3rd edition. [online]. 284, Last accessed 4 May 2009 at http://dawsonera.com/

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Appendix 1: Transcript of Focus Group

This focus group was conducted at the main residence of the principal investigator with four supporters of MCFC: Participant 1 (P1) 24 yrs old Participant 2 (P2) 18 yrs old Participant 3 (P3) 49 yrs old Participant 4 (P4) 24 yrs old

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The researcher selected 8 questions from the questionnaire-based survey for general discussion with the group. The session lasted for 54 minutes and was recorded with the permission of participants using a laptop. Audio Transcript Q3. Being a fan of MCFC is like having a long-term girlfriend / boyfriend. P1: I answered agree. My girlfriend can regularly p** me off and upset me, sometimes I think that the things she does are ridiculous in the same way that City can disgust me with shambolic performances and even make me cry occasionally. P2: I also answered agree, because you are committed to a girlfriend in the same way that you are to MCFC, you have to see your club play just as you have to make time to see a girlfriend. P3: Agree. It gets into your blood, the older I get the worse it gets; football on a Saturday afternoon has become a way of life for me during my lifetime. P4: I disagreed. I can see my girlfriend whenever I want and can get rid of her too! But MCFC is for life. Q4. I think that supporting the same team as my parent (s) is an important part of our relationship. P1: I agree. I spend time with my Dad and we bond together at the pub when watching City games...I cant imagine what it might be like if he was a Manchester United supporter, I dont think that we would talk about football as much. P4: I disagree because neither my Mum or Dad have ever taken me to a game it was my Uncle that introduced me to MCFC so Id have to say yes to family but no to parents. P3: I would disagree because when I was a kid my Dad was never that interested in football, it was more the mates that I knocked about with that influenced me, so it was my own discipline. 41

This is why I steered more towards the blue side than the red. Luckily, all of my side of our family are MCFC supporters today. Q7. As a fan, I feel that our presence has a direct effect on how the game is played. P1: I would be amazed if anyone put disagree for this because you are the twelfth man at every game. The atmosphere is buzzing & pumping, the team picks the game up when 48,000 fans are screaming players names, it must give them a lift. P3: I agree. After Hamburg (16/04/09 City won 2-1) the atmosphere in the ground was as good as I can ever recall at a City game. There was a Derby game years ago when we beat MUFC 51 and a European game against Valencia with a memorable atmosphere similar to Hamburg. P1: On the other hand, when we lost against Nottingham Forest (03/01/09 0-3) the atmosphere was awful the whole match, there was no singing at all and the team played badly. P2: We have had the second most home victories in the league this season, it speaks for itself. Yet we have only won 2 away games all season; only a small number of fans can attend away games and the maximum capacity is usually only 5,000 seats available. P4: I agree. We have the best win ratio at home, so I have to agree with what P1 said about being the twelfth man. I still have to point out that we can sing our hearts out but the game does not always go our way!

Q11. Being around other fans in the atmosphere of the grounds is as important as watching the game itself. P4: I strongly agree. I can sometimes spend more time singing / laughing / shouting at the away fans than actually watching the game I love the banter between the 2 sets of supporters.

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Songs that are sung about players, the away supporters and MCFC as a club are usually constant at a home game. P2: I strongly agree. I cannot imagine a game without any singing or shouting, it would be weird. P3: I agree. If, for example the away supporters were banned from the ground the atmosphere would be no way near as good as it is, especially when a game is end-to-end (away supporters situated directly next to a City stand) this electrifies the atmosphere. Obviously we want to win but the atmosphere is still very important to me, its part of the day, and part of the enjoyment of a game. P1: I strongly agree. At times I have listened to the away fans songs for 10 minutes, its all about singing as a competition as to who is the loudest and the most supportive of their team. You want City to win but not its not just about that. You want to be respected as a better set of fans, you want the opposition to leave thinking that City fans give great support. Ive missed goals in the past by getting so caught up picking their fans out to taunt, its just all part of the banter. A good example is that I left the Middlesbrough game (07/02/09 City won 1-0) remembering the Bloke who lifted his kilt up when we were taking the p** out of him! Researcher: You raised another interesting point there, about MCFC having a reputation to protect as fans? P1: Oh yeah, the whole point of us moving to the singing section this season was to get more involved, to be recognised and respected by both home and away supporters. P3: I think that the fact that weve supported the team that we support shows that we are real fans, unlike MUFC for example, who only have their level of support due to their success. If they had gone through the trials and tribulations that we (MCFC supporters) have gone through over the past 30 years I bet they would have much less support today. Were a breed of people, City supporters...So many ups so many downs we are a unique set of supporters.

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P1: A lot of City fans are scared of success, as they dont know what it feels like [refers to a fan who sits behind him every home game who constantly shouts abuse at players, even when the team is doing well]. P4: Chelsea & Manchester United dont have many songs, City have loads even if some of them are stupid [cites song: We are not, were not really here, we are not were not really here, its just like the fans of the invisible man, were not really here!]. P1: Did you know that this song originates from a match played against Millwall when City fans were disallowed from attending for fear of trouble, but we won. During the game after a few weeks later, a small number of fans sung were not really here because of the previous victory in the total absence of support. P3: Ok, so where did the bananas come from? (At the Hamburg game thousands of City supporters brought giant inflatable bananas) P1: When we once played Southampton FC a City player at the time had a strange name similar to a brand of bananas, so they fans started singing about him and it caught on. Q12. I believe that the community of supporters at MCFC gives me a high level of selfesteem and life satisfaction. P2: I agree. The Hamburg game changed my life! I had never seen anything like it; I want the atmosphere to be like that every game. I left the stadium feeling mint! (Mancunian P4: That game made a lot of people very happy, apart from P1! P1: Ive never before walked out of the ground with such mixed emotions; I felt so high about the win, but so dejected at the same time, it was the strangest feeling Ive ever had. (Even though City beat Hamburg 2-1 it was not enough on aggregate, so the team did not go through to the next stage of the competition). P4: The community of supporters at MCFC is like a family. When I meet someone that is a City fan I instantly like them. Whereas, if they are a Manchester United fan Im a bit so-so. 44

P1: I look forward to going to City, having a few pints with the boys, a bit of banter then watching the Blues play football. P4: Like in Mary Ds (hugely popular pub themed for MCFC opposite stadium)...its a pub filled with 1200 City fans, & everybody likes each other. You could go to a pub in the centre of Manchester filled with a bunch of rowdy lads and potentially see a lot of trouble. P1: What you were saying before P4, it is such a mixture of people there could be criminals, a priest but its all just one big family of MCFC supporters brought together. P3: [Tells anecdote of how a friend of his (Manchester United supporter) was once brought to Mary Ds & he thought it was the rummest pub Ive ever been in meaning very intimidating / rough. P4: Its such a tight-knitted community at MCFC that sometimes (during very busy periods) you need to show a season ticket in order to gain entry to Marys. Q13. I am optimistic about the club's future. P2: I strongly agree. Look at where we are now; we bid for Kaka, and it got to the point where it was a 50/50 chance on the night of signing him. If wed of been successful it might have changed a lot of things for City. P4: I also strongly agree. The transfer window for Robhino was 32.5m, as opposed to Samaras at 5m 5 years ago. The foundations have been built now. If youd of asked me this question 10 years ago Id of disagreed. It is a fact that MCFC is now the richest club in the world; 10 years ago not many international clubs even knew who we were. Now, the likes of Barcelona & AC Milan recognise us. Everyone knows us now; I think a lot of big players will come. P2: The whole profile of the club has been raised. Barcelona have started talks with us, 5 years ago they would never have spoken to us. Now they see us in the press and they want to negotiate terms for player transfers. 45

P4: The money brought in by the Sheikh has put us on the map. P1: I agree, Id like to strongly agree but something always seems to go wrong. If anyone can screw up having the richest club owners in the world, it is MCFC. P4: Well, its not going to happen overnight is it! Were talking 3-5 years down the line. Researcher: If the Sheikh abandoned the club and sold MCFC would your answers be different? P2: Yes. Until now we had never dreamed of bidding for the likes of Robhino. P3: I have to strongly agree. I think that were on the crest of a wave, got the foundations of a decent team, the makings of a good Manager. Elano said in the papers last week that he is hoping to stay on at the club. In previous seasons players have always wanted to leave. I feel as though what may potentially happen with bringing some bigger names in; people are going to start taking notice and long may it continue. I feel that the team in the last 2 or 3 performances is starting to fit. P4: Yeah, and its a young squad that can only grow and get better. Researcher: Would you go as far as saying that the players are fighting for their futures at the club now? P4: Definitely, Mark Hughes can get his cheque book out and sign anybody! Q14. I believe that the fans, including myself have a real say in major decisions, such as a manager, player or chairman coming in or going out. Researcher: Advises the group of some background information on the reasoning behind this statement. As mentioned in the literature review, during 1993-94 when Peter Swales was chairman the fans vigorously contested his position and he stepped down in the end. He described how he had underestimated the power of the fan movement:

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From then on they were always going to have a say in any major decision, whether that was a player coming in or a player going out, a manager going out or a manager coming in, a chairman going out or a chairman coming in. P3: I think that was most certainly the case in those times, but not today as the premiership has moved 20 paces forward. Back then it was the old division one. Researcher: Why do you think that things have changed? P3: More outside influences have come into the game, not so much about the fan base anymore. It is more commercialised today with the media interest and it revolves around money. I think that as loud as (fans) may shout, they (MCFC) wont listen. Take Manchester United; when the Glaziers took over there was uproar from the fans but it made no difference. P1: They have (MCFC) started to listen to fans a bit more lately, but not in terms of players or chairmen coming in or going out. P2: You can now e-mail your thoughts to Cook (Garry Cook, Executive Chairman) and he will reply to you giving his opinions and justifying the actions of the club. P3: I think it is a bad thing, because it is a working mans game but the outside influences of commerce have taken it away from us a bit. Whether it will return I dont know. The pressure of the fans doesnt seem to make a difference. Take the Arabs that have bought our club; they have so much power and theyre not from the same culture as us. I think that the culture of the game has changed. P4: I answered strongly disagree too. I looked at it from a different angle. I put it as the owner has their say in any decisions [yes or no] then the board (of directors) then the media then the players, with the fans at the bottom. Researcher: So you see it as a hierarchy? P4: Yes, its a 5 tier hierarchy and we are at the bottom. The owners have got the final say, but the board can pressure the owners. The media can twist things and say whatever they want; 47

look what they did to Sven to get rid of him as the England Manager. Then you have the players who can say that they are not going to play, they can fake injuries. Look at Robhino (MCFC player), he is supposed to have a major say; theyve said in the papers that he is rumoured to have a direct line to the Sheikh. I dont know if this is true or not, but I do know that big stars at major clubs do have talks with their Managers to suggest players for the national side; you hear about it all the time. P2: The Sheikh has a huge say in decisions now. When we made a bid for Kaka I dont think that Hughes even wanted to sign him, but he probably had only a 20% stake in the matter. If the Sheikh wants to buy a player he will try to get him no matter what. P1: [Discusses the influence on MCFC fans over the club]. Football matters no, other things, maybe. The fans have been demanding cheaper tickets and season ticket prices; they have been going down. The fans asked for a special singing section to be built to raise the atmosphere; they (MCFC) have put one in. Fans have said we want a cop like at Anfield (Newcastle United Football Club Stadium) so that the away fans cant break up our singing section. There are rumours that the club is thinking about it. City fans said they wanted bananas and the club said ok well have an inflatable day. P4: That is more petty things thought isnt it? Researcher: This is more the operational end of things then? P1: Yeah it is, I think that the club is starting to listen to our ideas. Garry Cook is now holding regular chairman meetings, focus groups with fans, supporter groups just to try and understand what we want. P4: I would agree with those points. I disagree with the statement (Q14) but I agree that the little things to do with the operations of the club they are trying harder. P1: I do get the impression that the Sheikhs do want to make it a fans game. In contrast if we look at the Glaziers who own Manchester United its all about making money. They dont know

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anything about football, they rarely go to a match and when they do, if United score the Glaziers just sit there emotionless. They have no loyalty to the club whatsoever. Researcher: Going back to the fact that everyone here disagreed with the statement of question 14; do you resent this? P4: Well its just how football is, I accept it. Although if it wasnt for the fans there wouldnt be these high cost player transfers and wages; the fans make the game what it is today. Q15. Football is like a religion to me. P4: Im a Christian but I dont really follow the religion. I can think of City as my religion because I constantly follow it. Everyday Im on the MCFC website and the Blue moon forum (unofficial online supporter forum). City is the biggest part of my life. Church for me is like Eastlands (MCFC stadium); I go there and I worship the players, so my answer is strongly agree. P3: I also strongly agreed. Its part of being a football fan just as I answered one of the earlier questions; its in your blood. I dont have a season ticket these days, and partly because and dont take this the wrong way P1, I was paying to get him through his education with University fees. Before then I had always held a season ticket, but now I just go at any available opportunity that I have. If Im not at a match, the radio is on or Im looking at every Sky Sports channel that I can see. My Saturday afternoon, if City are playing is dominated by whatever their activities are; who they are playing and where its taking place. P1: If you are a religious man you might read the bible. If you are a City fan you will read everything possible on the club; whether that is online news, match day programmes or any form of literature relating to MCFC. I buy every single programme, every book on my heroes and favourite players both past & present. When I was a kid I used to buy the Pink (popular insert about football from the Manchester evening news during the nineties). P4: You know what I used to do, I used to skive school (play truant) at lunch to go and buy the Pink. I couldnt wait because sometimes if I went after school instead it was sold out!

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P3: Half the reason that the game of football has become as powerful as it has done is because that is the power it has over people. The marketing effect of what football does; the sponsorship, the kit, the boots and kids skiving school to buy the Pink. P1: Religion can cause war and football causes war. How many scraps are there amongst City and United fans because of the rivalry between them? How often do families fall out because one person supports City, another, United. P4: How about the fact that City has always been known as a largely Protestant club, whereas Manchester United is generally Catholic. P3: That is going back a very long time though! P4: Yes I know but this is why City has always had a close bond with Glasgow Rangers (known to be traditionally Protestant in their fan base). [Refers to the UEFA cup final on 14/05/08: Glasgow Rangers vs. Zenit St Petersburg] We were singing Rangers songs alongside their fans, and they were singing City songs with us. There is actual religion within football as well.

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