RESEARCH shows the new generation of Premier League fans are NOT as die hard as before – with 20 per cent not even supporting a team.
According to ‘Football Fandom 2021’, a new report commissioned by Sky Sports, a growing number of fans are more dedicated to the game itself than to a team.
One in five consider themselves fans but do not follow a team or watch football regularly – and just 30 per cent consider themselves die hard.
The research also showed that 70 per cent of the 1,003 adults asked feel the power of players has enabled the country to advance the conversation on discrimination.
And another 63 per cent feel they have a better understanding of social and economic issues because of the sport.
Jamie Carragher said: “The relationship between fans and football is evolving and we are seeing far more people interact with football in so many ways.
“It’s great to celebrate this diversity and open the door to conversations with people we wouldn’t have before.
“Football brings people together and Sky Sports drawing attention to the ever-changing football fan is a great way for the nation to celebrate the start of the season.”
Dr Martha Newson, Cognitive Anthropologist at the University of Oxford and the University of Kent, added: “Football is now more representative than ever of the British public.
“Football is more than what happens on the pitch, it is entrenched in our day-to-day beliefs, embedded in our conversations and shaping society and community behaviours.
“Celebrating football is not simply attending games anymore, the following goes far deeper than that, it’s a like on social media, a song at a party, or what kids are wearing in the playground, it’s how we shop and what brands we align with.”
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Karen Carney at Sky Sports said: “Recognition of every fan is so important, especially as coverage of leagues continues to grow and develop with the addition of the Barclays FA Women’s Super League.
“I would have considered myself a ‘lifer’ up until recently and now I find myself falling under the ‘game changer’ category.
“Football is here for everyone’s enjoyment, I always say it’s important to be ‘a part of’ something not ‘apart from’ and that’s what this is about, the celebration of all fans being a part of the wider football community.”