Society is ever-changing, and one of the best ways to understand these dynamics is to use the concept of social capital.
This has been described as the value derived from social networks, trust, and cooperation among people and groups - a kind of wealth, but not of the financial kind.
There has always been a complex web of relationships between groups and individuals, and they have clearly shaped the local social environment, reflecting values, priorities, as well as levels of trust and confidence.
In turn, this condition determines how communities respond to what happens around them, be it good or bad. How they live with prosperity and, especially, how they cope with adversity.
Traditionally, many of our towns and cities relied upon faith groups, charities, trade unions or even major employers. They built strong municipal institutions such as magnificent Town Halls, Libraries and Railway stations. The whole fabric of civic and civil society clung like branches from the mighty oak of local pride, self-confidence and a strong sense of identity.
But times have changed, as they did in the United States. The ties that once bound society loosened, and in 2000, one author caught the mood perfectly. He was Robert Puttnam, who wrote the bestseller, Bowling Alone. He took the title by observing that the bowling leagues that were ubiquitous in mid-century America had all but disappeared, and with them some of the ‘glue’ that bonded people - and even bridged other community divisions. Instead, if you wanted to go bowling, you went on your own - bowling alone!
Most countries experienced a similar loosening of traditional structures, but evolved at a different pace and in different ways.
Then social media began to create communities-of-interest - people who shared an enthusiasm for something across continents, across political systems and across generations. Understanding and communicating with local stakeholders has become a much greater challenge.
How football is redefining community ties
And then, some days ago, I switched on my television and saw a hundred thousand or more citizens of Tyneside on the streets of Newcastle watching their heroes returning in triumph from victory at Wembley, admittedly in the relatively less prestigious ‘Carabao Cup’. Here was a celebration of ‘place’, a compelling mark of loyalty and commitment.
Football, I concluded, is now a key driver of contemporary social capital.
In fact, many sports induce high levels of interest and enthusiasm. But football occupies a rather special place in the nation’s life. Apparently, 11 million Brits play football at some level or another. Worldwide, it is 250 million.
In the eyes of many, it is the greatest British gift to humanity (though personally I’d have voted for Shakespeare!). The Premier League is seen as a wonderful British institution, even though it is mostly foreign-owned, and those who are uneasy about the Football Governance Bill are anxious that the dead hand of regulation will stifle innovation and interfere with an acknowledged business success.
Football, identity and stakeholder power
Among the proposals are statutory requirements for clubs to engage with their fans. Indeed, they go further. They must consult their fans. This is no heresy.
The best clubs have always sought a good relationship with their supporters, but not all. And the temptation to join a Super League brought home to many communities how fragile might be the assumptions underlying their football identities.
There are excellent examples of football clubs, both large and small, making a great contribution to local communities. There are dozens of examples of valuable outreach work, many involving players as role models, encouraging young people and spreading positive messages on education, health and employment. The range of activities is immense:
- How Liverpool FC and Everton FC worked together on a venture to support Food Banks;
- Brighton & Hove Albion’s special programme for opportunities for disabled people to experience playing football;
- How Brentford FC fosters the grassroots development of girls’ football;
- Arsenal FC’s programme to offer employability education and training opportunities for those struggling to access the labour market;
- Millwall FC working with anti-racism charities to be a ‘force for good’ in its area.
Look carefully at this list. Although this is a different age, we see clubs and their supporters acting much as the Miners Welfare movement a hundred years ago in South Wales or the Yorkshire coalfields – dedicated to filling the gaps in Government or local authority services. Like the co-operative movement, friendly societies and similar initiatives, they provided self-help and social improvement opportunities for less privileged parts of society before the welfare state and the growth of individualism killed many of them off.
Social capital in a modern game
Today, however, football clubs are prominent in re-creating some of that ‘glue’ that helps social capital.
Although there are marvellous exemplars, the Clubs don’t do it just for altruistic reasons. They have discovered that it’s good for business. It fosters interest in what happens on and off the field. And the better known their ‘brand’, the greater is their worldwide following and ‘fans’ can be counted in their millions.
Giving those fans (and the legislation does not define them!) a right to be heard raises fascinating questions, for they can be an opinionated bunch, and not necessarily expressing a single opinion. These ‘stakeholders’ will need to be managed with care and sensitivity. They will rejoice in success but be among the first to notice things going wrong.
Smart Clubs will study how other industries cope with those who see themselves as ‘critical friends’. They will learn what information to share. When? and How? They will distinguish those occasions when the fans speak for those who attend a match every week, and those where they speak for the wider community and maybe seek to influence the priceless outreach programmes discussed above.
Ultimately, regulating football clubs in England and Wales is likely to have much wider societal implications. Scottish fans will expect nothing less. And maybe supporters of rugby, cricket and other team sports may demand similar rights. For, like it or not, sport is now among the most identity-defining forces around, and those who run and administer it will embark upon an important journey to be a force for all that’s best, and not worst, in modern life.
Recognising the significance of the legislation, Tractivity is the Lead sponsor for the 2025 14th May Seminar/Workshop in London on “Life with Football Legislation: Preparing for meaningful fan engagement & consultation” This is an opportunity to explore some of the themes in this article, as well as become familiar with the emerging legislation and its implications.
Written by Rhion Jones
Rhion Jones was the Founder Director of the Consultation Institute and is an acknowledged authority on all aspects of public and stakeholder engagement and consultation. He advises Tractivity and contributes expert analysis and commentaries on current issues.
Rhion now publishes thought leadership articles regularly as the Consultation Guru.