In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Traditionally, football has been a key component of regional and local identity in England. But with the Premier League now defined more by wealth than locality, fandom is increasingly divorced from its local roots. What does this mean for the future of the nation’s favourite sport?

Usually known for their unrelenting passion for the sport and their beloved clubs, research has found that British football fans are less likely to be loyal to only one club. Instead, they're supporting two clubs – signalling a shift in football fandom and how brands should think about club culture.

Gen Z-led fashion trend ‘blokecore’ is going viral on both sides of the Atlantic Ocean. By touching on unique aspects of football's cultural ties, the look – short-lived though it may be – has the potential to reimagine aspects of the sport's fandom with a more inclusive feel.

With football fans concerned that racism pervades the sport’s ecosystem, Chelsea has partnered with the Black Collective of Media in Sport. The event celebrates the contributions of Black creators and players to the club and the sport more generally – championing diversity on and off the pitch.