Method
Founded in 1892, Liverpool Football Club is one of the oldest and most successful clubs in English
football history. Traditionally, Liverpool FC has both a strong affinity with its local working-class
supporters and has also developed a large international fan base (Liverpool FC, 2009). The
ThisIsAnfield fan community, or TIA, (Anfield is Liverpool’s home stadium) has been selected
as a case study for several reasons. First, Liverpool FC provides a vivid example of a global brand
with a wide array of fans – many who have never been to Liverpool or seen the club play live.
Second, TIA is open to all supporters as it does not restrict membership to specific groups, such
as local fans (Pongsakornrungsilp et al., 2008). Third, its supporters operate TIA independently
of Liverpool FC.