Football fans will see Nigel Farage’s branded kit for the cynical move it is

By Josh Bland, ESRC-DTP PhD Researcher, University of Cambridge

As a new season begins, Nigel Farage’s Reform UK is making a play for the affections of the nation’s football fans by launching its very own football shirt. It’s a move that has already proven popular among Reform supporters. According to Zia Yusuf, a leading figure in the party, thousands were sold on their first day of retail.

Reform’s move to exploit the cultural capital of football speaks to a wider trend in British society: the explosion of the football shirt as a cultural behemoth.

Quite simply,…

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