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The Football Collective

Bringing critical debate to our game

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Social Media and Fan Experience

Innovation in Digital Sport

Innovation is something we hear a lot about in football at the moment. It might be Manchester United being hailed as leading the way when it comes to digital and commercially innovative by The Independent. Or local rivals Manchester City... Continue Reading →

Building International Relationships through Social Media Marketing: A Netnography of Football Communities

Alex Fenton - Building International Relationships through Social Media Marketing: A Netnography of Football Communities. The event was held at FC United’s Broadhurst Park on 30th November 2016.

Social media and international fans

By Alex Fenton Over the last couple of years, I’ve been using digital tools to analyse and interview football fans from all over the world to ask them about their experiences. This is part of my PhD research into online football communities.... Continue Reading →

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