Managing and Marketing Sport Essay Christopher Cashen

8/9/2019 Managing and Marketing Sport Essay Christopher Cashen

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Christopher Cashen

55455863

Managing and Marketing Sports

MG 557

23 April 2010


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A look at the establishment of FC United of Manchester with regards to differing patterns to that of

Manchester United through the concepts of cultural capital and established outsider-relations including

the process of stigmatisation.

In June 2005 FC United of Manchester (FCUM) was established as a consequence of the disputed

takeover of Manchester United (MUFC) by Malcolm Glazer. 300 volunteers have set up a community

programme, run as a cooperative where each member of FCUM (2,300 members) has a say and have a

vote into how the club is run. Any revenue generated by the club through replica shirts and merchandise is

put back into the club. FCUM believes that it is part of a wider movement to claim back the game for the

community. However there is a certain level of enmity that exists between supporters of the breakaway

FCUM and supporters of MUFC who once stood under the same red banner. Interpretations and

observations of two theoretical perspectives (Cultural capital & Established-outsider relations) are made

through three fanzines United We Stand, Red Issue and Red News over a three year period (2007-

2010), accompanied by online sources such as web forums, blogs and YouTube videos supported by a

recent Ken Loach film Looking for Eric which was released in 2009.

Bourdieu (1986) brought forward the notion of cultural capital existing in three forms; The

embodied form (where it cannot be separated from the bearer, and investment of time to the learning and

training of such a competence is a prerequisite), the objectified form (where consumption of the

competence brings a form of cultural capital, given the time devoted to understand the consumption) and

the institutionalised form of cultural capital (the issuing of credentials, which embody an objective value of

cultural capital). The Manchester United fans possess a form of embodied& objectified cultural

capital. This is as a consequence of the history of Manchester United Football Club (MUFC) which is traced

to the 19th

century and FC United of Manchester (FCUM) was established in June 2005. Therefore there has

been more opportunity for MUFC fans to invest increased time. The one thing people are ignoring is you

cant just transfer your support to a brand new club. All these FC f***wits need to realise that all of us

United fans have lived through the clubs thick and thins and were still here. We know everything about

what it means to be Manchester United, we embody it. They will never be able to equal that, (Hush, A.

2008). This can also be seen, through more intelligible language through Ganley (2008) when reminiscing

on the takeover of the club in 2005, and the levels of pessimism and regret that defined being a serious

Manchester United fan. These quotes present an essence of embodied and objectified cultural capital.

Withstanding that there is no clear definition of what it is to be a MUFC fan except for persevering with the

club. Yet Hush (2008) and Ganley (2008) are alluding to an investment of time (objectified cultural capital)

and a learning process that it is to be a MUFC fan, through hardship, that cannot be equalled.

Detecting forms of cultural capital among FCUM fans is a more complex process. That considered,

FCUM supporters hold the belief that they have a form of credibility or credential given they were


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prepared to give up the glamour of the Premiership for life in footballs basement, (Shaw, A. 2007).

While this is an indefinite form of institutionalised cultural capital, a holding of an objective value, given

that they may have stayed with the club through its new ownership and experienced the glory the club

has, but they have rejected it. A film directed by Ken Loach Looking for Eric, (2009) displays a FCUM fan

who exclaims; The club left me with Glazer and at least our chairman wont sell us for twenty pieces of

silver..... Youre lining the pockets of Edwards and Murdoch, (Loach, 2009).

This theory of established- outsider relations is based on the premise of power relations and social

dynamics of status distinctions between dominant (MUFC) and subordinate (FCUM) groups. Established

and outsider groups can be defined on the basis of longstanding unequal power ratios between them

(Liston, 2005). While the definition of longstanding cannot be adopted on the basis of time (2005 date),

we can assume the differential aspects in power relations can be done on the basis of the entire time of

existence of FCUM. The established groups, in this case MUFC, are characterised by greater social cohesion

and integrated social networks, considerably more power, stricter control over flows of communication

and a stock of memories, attachments and dislikes, and a particular ideological construction of the relative

status and worth of each group. If we apply this to MUFC over FCUM; MUFC have 30 million fans

worldwide compared to the community based FCUM, who get an average attendance of around 2,000

3,000 and virtually no fans outside of Manchester. MUFC have thousands of supporter groups and

communities worldwide, who have displayed excellent social cohesion in their adoption of the Green &

Gold campaign, which is aimed at unifying fans in their protest at the clubs running under the current

Glazer ownership. It was formed by the Manchester United Supporters Trust, which has now gained over

153,000+ supporters as of April 2010, See Appendix C. FCUM are in essence (given the membership

scheme) the only supporter group, but again displayed strong social cohesion in their decision to break

from the club as a group. MUFC earn revenues of 257.1m (Deliotte, 2009), while FCUM figures are

unpublished they are estimated to be below half way of their 500k target raising ,see Appendix A. Despite

this, they reportedly raise 45k each month from standing orders donated from supporters (FC United of

Manchester, 2010). Therefore there is a huge financial power imbalance, MUFC have control on the level

of communication with its various stakeholders, and in contrast FCUM at the other end are fighting to get

any manner of communication out in a public domain (including their own radio and video podcast). MUFC

can boast one of the richest histories in world football with honours that (at worst) equal any team

domestically whereas FCUM can only boast three promotions over a four year period. It could also be

argued the greatest stock of memory that FCUM have is the bitter takeover of MUFC. Both set of supports

share the similar dislike of Manchester City and the ownership of the club. As heard on the terraces of Gigg

Lane in Bury (FCUM home ground) Won't pay Glazer, or work for Sky, still sing City's gonna die, Two

Uniteds, but the soul is one, As the Busby Babes carry on, (FCUM Passion, 2006).


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The process of stigmatisation, comes as part of the established-outsider relations outlined by Liston

(2005), and becomes almost automatic particularly when the balance of power (between MUFC and

FCUM) is very unequal and the dominant position of established groups is not contested. It refers to the

vilifications setting in motion the socially inferior groups own sense ofshame of guilt feelings with regard

to some inferior symbols, some signs of the worthlessness attributed to them and the paralysis of their

power to strike back which goes hand in hand with it, thus form part of the social apparatus with which

socially dominant and superior groups maintain their dominion and their superiority over socially inferior

groups, (Elias & Scotson, 1994). As displayed the sense of superiority and deploying a sense of

worthlessness can be seen by MUFC fans through web based chat rooms Well last longer than you

tossers, we didnt run away & take our ball home when we got a new owner & I notice we managed to win

the league & European cup after you lot fed off!!! (Taylor, 2008). This can also be seen through the

aforementioned scene in Looking for Eric, where the superiority is clearly expressed in the argument that

you ran off and left us, vs. They left me, debate (Loach, 2009).Who left you? United? the famous

team in history, the club with 300 million fans, they left you?...Ive told you this before right, a bloke once

said, you can change your wife, change your politics, change your religion, never ever, ever, can you

change your favourite football team, Again stigmatisation is employed by referring to inferior symbols,

shame of guilt feelings and signs of worthlessness (Loach, 2009).

However when seen from the FCUM point of view with regards to stigmatisation, they believe that

MUFC fans are walking adverts with the sponsors and names on your chest, (Loach, 2009) - a clear

reference to the inferior symbols of the club sponsors AIG and Nike. Furthermore there is a strong citation

to stigmatisation in their chants sang by fans on the stands in which they criticise not just the sponsors, but

the crest as well. The crest of MUFC was changed in 1998 for global marketing purposes and not

encompassing the area the club resides in (Pride of Manchester, 2009). This again is made reference to as

inferior symbols, outlined by Elias and Scotson (1994). This badge is your badge, This badge is my badge,

Three stripes and three sails, Oh what a fine badge, They tried to break it, but we've replaced it, on the

shirt of United FC, (FCUM Passion, 2007). In addition, there is a well held belief that MUFC supporters are

being exploited in their consumption of match days, in which all fixtures are subject to change to

accommodate broadcasting. In 2003, Of United's 22 home fixtures in the Premiership and FA Cup, only

five were played on a Saturday with a traditional 3pm kick-off, (Stone, 2003) which is incorporated in a

chant with the lyrics of When FC United go out to play it's 3 o'clock on a Saturday, We don't work for Sky

Sports anymore, (FCUM Passion, 2008). This again refers to the sign of worthlessness as outlined

through stigmatization (Elias and Scotson,1994). A stigma that is often attributed to MUFC fans from FCUM

fans is Youre the Fkers that lined Edwardss pockets with 50/60 million quid, filling Murdochs fing

pockets.., (Loach, 2009), which is attempting to bring about the shame of guilt aspect of stigmatization.


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A further example of shame of guilt stigmatisation is the branding of new supporters intent to sit back and

watch rather than partake in the occasion, in what are described as a soulless all-seater stadia, (FCUM,

2005). This can be seen through the fanzine movement as one contributor speaks of bringing his child to an

FCUM match instead of MUFC, given the daft kick off times and shie atmosphere, experienced at Old

Trafford (Woods, 2007).

As we can see above there are lucid examples of stigmatisation, however according to Listons

(2005) presentation of the process of stigmatisation as core of the established-outsider relations

suggesting that the balance between the We-I in outsider (FCUM) groups has gradually shifted to a greater

extent in the direction of individualisation, self-control and a personal rather than a group identity. This

concept of the shift towards individualism, in my opinion, is fragile at best with regards to FCUM. While the

expression of free choice and abandoning the conventional affiliation patterns can be regarded as the

essence of individualism, they are doing so to bring football back to the community. Apart from the

sharing properties that a community possesses there is a level of disdain for the soulless stadium and a

clear intention to partake in the occasion of a football match. They also have carefully chosen the ship

and three sails of Manchester, which embodies their group identity and the savage protests (including

marches, vandalism and violence) seen during the Glazer takeover. This would suggest that greater self

control cannot be proved, particularly the inability to distinguish if the fans protesting comprises of the

main cohort that established FCUM (Alleyopus, 2007).

In conclusion, we can see that cultural capital can be applied to the subunits of MUFC supporters

and FCUM supporters particularly that of embodied cultural capital and to a lesser extent objectified and

institutionalised cultural capital. However far greater, in-depth, analysis of the relationship between the

two sets of fans would need to be conducted in order to prove and clarify this existence. This is given the

sometimes unreliability of online sources and partiality of unofficial publications (such as Fanzines),

accompanied by the fictional representation in Ken Loachs Looking for Eric (2009). There is a clear

presence of the established-outsider relations, despite the absence of longstanding unequal power ratios

(given it is merely five years old). Both sets of supporters attempt all manners of stigmatisation including

shame of guilt feelings, some inferior symbols and signs of the worthlessness, but again the limitations are,

as with cultural capital, the unreliability of these sources. The only element of established outsider

relations that can be disproved through this paper is the outsider (FCUM) groups has gradually shifted to a

greater extent in the direction of individualisation, self-control and a personal rather than a group identity.

This is given the community nature and aspirations of FCUM, the contempt held for new fans who

dont partake in the football occasion in what they deem a traditional fashion, the unsettling protests held

during MUFCs takeover in 2005 and the adoption of the ship and three sails of Manchester as part of their

group identity This badge is your badge, this badge is my badge, (FCUM Passion, 2007).


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Appendix A FCUM Overall financial progress


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Appendix B Example of Social Cohesion

Manchester United Vs. AC Milan (10th

March 2010)


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Appendix C MUST Sign up (Social Cohesion)


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