Transnational Public Attention in European Club Football: Current trends and driving forces

Abstract:

Professional football is a highly globalized area. The paper analyses the impact of globalization on football audiences in European countries. It is argued that in the course of globalization, people are not only thrown into a transnational lifestyle, but may also develop a growing interest in what is going on outside their domestic territory. With regard to football, it is hypothesized that audiences may direct more and more attention to high-class football leagues and clubs abroad. This presumed shift of attention is empirically investigated with a new indicator: search engine queries. It is argued that queries addressing football clubs in foreign countries are expressions of transnational attention. These transnational queries are systematically analysed over a period of seven seasons (2005/2006–2011/2012). Results indicate that public attention to foreign football clubs has indeed increased over time, particularly in those countries with weaker domestic football leagues. Furthermore, the fluctuation of attention to these clubs can be explained systematically: attention increases with (a) the success of a club in European and national competitions, (b) the success of domestic players in an expatriate club and (c) the number of matches against domestic clubs in European club competitions. Although transnational attention is generally on the rise, its change over time still seems to depend largely on national identification.