Preserving and Extending the Commodification of Football Supporter Relations: A Cultural Economy of Supporters Direct

This paper examines the role of Supporters Direct, a sports policy initiative launched by the British Labour government in 2000. The objective of Supporters Direct is to democratise football clubs by intervening in what it views as the unequal relationship that exists between the relatively powerless supporters of football clubs and private shareholders who have organisational control of clubs. They hope to achieve this by facilitating mutual forms of ownership and control of clubs via supporters’ trusts. With respect to this objective, established research concerning Supporters Direct emphasises this initiative as an inherently progressive development for the football industry. The aim of this paper is to situate the development of Supporters Direct in the wider context of the British Labour Government's policy of social inclusion. On the basis of a textual analysis that draws on current literature in the area of culture and economy - with specific reference to processes of commodification - we reveal an alternative view of Supporters Direct. The Supporters Direct initiative, we conclude, is an integral part of a social policy aimed at the preservation and extension of commodified social relations.