Football Retail: Still Living In The Dark Ages

Football Retail: Still Living In The Dark Ages

I'm… long pause… shuffle of feet… awkward silence… a Spurs fan. There I said it. But don't worry if you're a fan of any of the other 18 perfectly-respectable premiership clubs (or even Arsenal), this is a friendly, well-meaning blog post. I mean you no harm. Besides, we're all in the same boat when it comes to being fans. We're all walking wallets. Cash cows. Client reference numbers. We're consumers of the official beer, the official ticket provider, the official online betting companies. But we're never, ever, customers.

The word 'customer' suggests that we own our custom and that we have any choice where to bestow it. But, like a failed safe-cracker doing a duckfoot, we're locked in for life. There is only one shirt we can buy (which, incidentally, is why us Spurs fans are a wee bit disgruntled that this oneis besmirched with evil red). We don't have the option of buying a Fulham shirt instead (we don't want to be laughed at in public) - what they offer we buy. Because we have no choice.

But this is, let's face it, a pretty ropy way to run a retail business. In fact, it's got icky echos


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