Thirteenth International Conference on Sport & Society

Abstract

The central question of this inquiry is How can aesthetic theory explain concepts of identity creation and development within football? Its aim is to analyse the sporting identities constructed by clubs in order to consider how football clubs design the identity of their fanbases. The subcultural understanding of football as a localised activity with community identities is set against the sport as a globalised entity: the English Premier League alone is worth almost $5bn per year. As such, EPL clubs have demonstrated a shift away from community allegiance to more corporate aims; the parameters of a club’s communication design are now less culturally identifiable and are tailored towards international vernaculars. Research focussing upon aesthetics and sporting identity within English association football is yet to be undertaken, specifically research that can function in practical manner – to determine communication design strategies that clubs use to position themselves locally and globally. The theoretical framework is underpinned by semiotics, notably Roland Barthes, Jacques Derrida, and Bertolt Brecht on ritual and aesthetics. This textual analysis contributes to research in sport and communication design. This paper works towards defining the theoretical base for the practice of sports branding. The results can be summarised by noting how fan behaviour can be contradictory in terms of actions but not in terms of the practice of ritual itself, and that ritual is culturally robust – it cannot be created nor significantly modified – therefore this can be utilised, and manipulated, by clubs in their design.