Three Ireland, two teams, one nation: an exploration of sport sponsorship and digital cultural nationalism

This PhD project focuses on the intersection of sport, advertising and national identity. Specifically, it examines the period in which telecommunications brand, Three, were the primary sponsors of both major international sports teams in Ireland. Through exploring sponsorship campaigns Three commissioned for the Republic of Ireland international football (soccer) team and the Ireland international rugby union team, this project will expound on both the contextually specific nuances and wider international significance of the contemporary commercial leverage of the sport-nation nexus. Thus, it incorporates a variety of perspectives on Irish cultural studies and sports studies in order to shed light on the factors which shaped the production and reception of each campaign. In addition, the cultural and commercial significance of both campaigns are placed within a wider international context with a view to illustrating the distinct potential of sport as a vehicle for commercial expressions of national identity. Perspectives on nationalism are drawn from in order to illustrate a rough spectrum of modern nationalism and identify the significant place of sport on this spectrum, and its subsequent appeal and significance for both advertisers and wider society. This is contextualised through the concept of digital cultural nationalism which is employed to illustrate the curious position of national identity with regard to public expression and commercial use in much of the contemporary western world. In addition to in-depth textual analysis of sponsorship campaign material (televised ads, supplementary videos, press releases, etc.), the data involves interviews with figures from each of the key parties involved in sport sponsorship; advertisers, sponsor officials, sport governing body officials and fans of each team. This is supplemented by analysis of social media reaction to both campaigns and audience survey data gathered after screenings of the campaigns’ main televised ads

The Fetishization of Sport: Exploring the Effects of Fetishistic Disavowal in Sportswashing

Is it possible to remain a sports fan when prominent sports teams and events are utilized to “sportswash” human rights abuses and other controversies? Indeed, while there is an abundance of analyses critiquing different instances of sportswashing, the exploration of the role of sportswashing and its connection to the “sports fan” presents an essential and necessary area of investigation and theoretical inquiry. To unpick this dilemma, this article proposes the concept of “fetishistic disavowal” to help theorize the impact of sportswashing, as well as its relation to the sports fan and critical sports academic. This argues that, as spectators and fans of sport—and, moreover, as critical academics—we often acknowledge and accept that sport is used to perpetuate and even maintain a variety of social, economic, and political inequalities. Yet, while we are aware of such knowledge, we nonetheless remain fully capable of disavowing this very knowledge as an accepted part of sport. Given this, it is argued that the fetishization of sport can provide a suitable conduit for the fetishistic disavowal that sportswashing requires, with the concept offering a unique way of approaching sport’s inherent contradictions, while also theorizing how subjects relate to these contradictions as part of their involvement in and with sport. Where sportswashing directly implicates the fan in its implementation—relying upon a level of fetishistic disavowal between the fan and their club and proffering a disavowed acknowledgement of the effects of sportswashing and its interpellation through sport—this article outlines how applications of fetishistic disavowal provide a unique theoretical lens through which analyses of sport, and its ethical significance, can be critiqued

The Fetishization of Sport: Exploring the Effects of Fetishistic Disavowal in Sportswashing

Is it possible to remain a sports fan when prominent sports teams and events are utilized to “sportswash” human rights abuses and other controversies? Indeed, while there is an abundance of analyses critiquing different instances of sportswashing, the exploration of the role of sportswashing and its connection to the “sports fan” presents an essential and necessary area of investigation and theoretical inquiry. To unpick this dilemma, this article proposes the concept of “fetishistic disavowal” to help theorize the impact of sportswashing, as well as its relation to the sports fan and critical sports academic. This argues that, as spectators and fans of sport—and, moreover, as critical academics—we often acknowledge and accept that sport is used to perpetuate and even maintain a variety of social, economic, and political inequalities. Yet, while we are aware of such knowledge, we nonetheless remain fully capable of disavowing this very knowledge as an accepted part of sport. Given this, it is argued that the fetishization of sport can provide a suitable conduit for the fetishistic disavowal that sportswashing requires, with the concept offering a unique way of approaching sport’s inherent contradictions, while also theorizing how subjects relate to these contradictions as part of their involvement in and with sport. Where sportswashing directly implicates the fan in its implementation—relying upon a level of fetishistic disavowal between the fan and their club and proffering a disavowed acknowledgement of the effects of sportswashing and its interpellation through sport—this article outlines how applications of fetishistic disavowal provide a unique theoretical lens through which analyses of sport, and its ethical significance, can be critiqued

Two Brexits on Twitter: English sporting identity and Euro 2016 as a metaphor for a divided Britain

England’s ‘shock’ exit from the Euro 2016 Football Championship and the UK electorate’s decision to (Br)exit from the EU occurred almost simultaneously, providing an interesting lens through which to examine unfolding tensions in the UK and its component identities – all the more so given the presence of two of the three other component countries of the UK, Wales and Northern Ireland, at the Championship. Our analysis of 34,324 original tweets featuring both the hashtag #Euro2016 and #Brexit shows a clear tendency to conflate British and English identities in the context of Brexit, a conflation coloured by largely negative characteristics. We pay particular attention to how recurring themes concerning leadership, accountability and immigration are articulated in the context of both sporting and political events. In addition, we examine the significance of the structural logic of social media on these discussions of the sport-nation nexus, with reference to vortextuality and mediatisation

Management of Large Erupting Complex Odontoma in Maxilla

We present the unusual case of a large complex odontoma erupting in the maxilla. Odontomas are benign developmental tumours of odontogenic origin. They are characterized by slow growth and nonaggressive behaviour. Complex odontomas, which erupt, are rare. They are usually asymptomatic and are identified on routine radiograph but may present with erosion into the oral cavity with subsequent cellulitis and facial asymmetry. This present paper describes the presentation and management of an erupting complex odontoma, occupying the maxillary sinus with extension to the infraorbital rim. We also discuss various surgical approaches used to access this anatomic area

"Best Run Club in the World'': Manchester City Fans and the Legitimation of Sportswashing?

The term sportswashing has been discussed and analysed within academic circles, as well as the mainstream media. However, the majority of existing research has focused on one-off event-based sportswashing strategies (such as autocratic states hosting major international sports events) rather than longer term investment-based strategies (such as state actors purchasing sports clubs and teams). Furthermore, little has been written about the impact of this latter strategy on the existing fanbase of the purchased team and on their relationship with sportswashing and the discourses surrounding it. This paper addresses this lacuna through analysis of a popular Manchester City online fan forum, which illustrates the manner in which this community of dedicated City fans have legitimated the actions of the club’s ownership regime, the Abu Dhabi United Group – a private equity group operated by Abu Dhabi royalty and UAE politicians. The discursive strategies of the City fans are discussed, in addition to the wider significance of these strategies on the issue of sportswashing and its coverage by the media

'Let the tournament for the Woke begin!': Euro 2020 and the Reproduction of Cultural Marxist Conspiracies in Online Criticisms of the 'Take the Knee' Protest

Exploring online criticisms of the ‘take the knee’ protest during ‘Euro 2020’, this article examines how alt- and far-right conspiracies were both constructed and communicated via the social media platform, Twitter. By providing a novel exploration of alt-right conspiracies during an international football tournament, a qualitative thematic analysis of 1,388 original tweets relating to Euro 2020 was undertaken. The findings reveal how, in criticisms levelled at both ‘wokeism’ and the Black Lives Matter movement, antiwhite criticisms of the ‘take the knee’ protest were embroiled in alt-right conspiracies that exposed an assumed Cultural Marxist, ‘woke agenda’ in the tournament’s organization and mainstream media coverage. In conclusion, it is argued that conspiratorial discourses, associated with the alt-right, provided a framework through which the protest could be understood. This emphasises how the significance of conspiracy functions to promote the wider dissemination of alt-right ideology across popular cultural contexts, such as sport

How sport became a vehicle for far-right conspiracy theories

Narratives concerning “Cultural Marxism” – portrayed as a threat to Western society and its values – have been gaining ground largely thanks to their ability to circulate rapidly through online platforms. In recent years, sport has also become a vehicle for spreading such conspiracy theories – with far-reaching consequences for society

Kicking Prejudice: Large Language Models for Racism Classification in Soccer Discourse on Social Media

In the dynamic space of Twitter, now called X, interpersonal racism surfaces when individuals from dominant racial groups engage in behaviours that diminish and harm individuals from other racial groups. It can be manifested in various forms, including pejorative name-calling, racial slurs, stereotyping, and microaggressions. The consequences of racist speech on social media are profound, perpetuating social division, reinforcing systemic inequalities, and undermining community cohesion. In the specific context of football discourse, instances of racism and hate crimes are well-documented. Regrettably, this issue has seamlessly migrated to the football discourse on social media platforms, especially Twitter. The debate on Internet freedom and social media moderation intensifies, balancing the right to freedom of expression against the imperative to protect individuals and groups from harm. In this paper, we address the challenge of detecting racism on Twitter in the context of football by using Large Language Models (LLMs). We fine-tuned different BERT-based model architectures to classify racist content in the Twitter discourse surrounding the UEFA European Football Championships. The study aims to contribute insights into the nuanced language of hate speech in soccer discussions on Twitter while underscoring the necessity for context-sensitive model training and evaluation. Additionally, Explainable Artificial Intelligence (XAI) techniques, specifically the Integrated Gradient method, are used to enhance transparency and interpretability in the decision-making processes of the LLMs, offering a comprehensive approach to mitigating racism and offensive language in online sports discourses