Kicking politics: How football fan communities became arenas for political influence

This paper investigates how political campaigns engaged UK football fan communities on Twitter in the aftermath of the Brexit Referendum (2016–2017). Football fandom, with its strong collective identities and tribal behaviours, offers fertile ground for political influence. Combining social network and content analysis, we examine how political discourse became embedded in football conversations. We show that a wide range of actors—including parties, media, activist groups, and pseudonymous influencers—mobilised support, provoked reactions, and shaped opinion within these communities. Through case studies of hashtag hijacking, embedded activism, and political “megaphones,” we illustrate how campaigns leveraged fan cultures to amplify political messages. Our findings highlight mechanisms of political influence in ostensibly non-political online spaces and point toward the development of a broader framework in future work.<p></p>