Colour my falafel blue : Football branding in Swedish food industry – an ethnographic approach
This article presents how food consumption has become an important part of modern football and the way in which commercialization of football clubs is perceived by supporters. Taking the Swedish club Malmö FF as an example, the article explores how the straightforward pattern of consumerism is problematized as fans are able to express a strong feeling of co-creation and even ownership of their bel
