Wear Your Shirt With Pride: Football returns

England play Hungary this evening. On Saturday, the Premier League kicks off again. Rarely have two football occasions been greeted by such a lack of enthusiasm. By me, at any rate. Not so by the local Brit bars. There is at least one that counts the number of England matches through the tourist season; days when it can expect a full house and empty barrels come the end of the evening. It won't be the only one.

The dependence upon football, England or Premiership, seems a bizarre way of running a business. But it's not so bizarre when one witnesses the hordes that take to the bars when Saturday (or Sunday or Monday or Tuesday or Wednesday or Thursday or Friday) comes. Has anyone ever attempted to measure the level of "ancillary" business that football creates - the takings in the bars of Mallorca and elsewhere?

One wonders, though, at the enduring capacity of footy to entice tourists into parting with good money to demonstrate affiliations with teams unworthy of the price of a pint of Saint Mick. During the England game against Slovenia, I started to contemplate the peaks of beer buying during a match and the average pint consumption per punter. I never arrived at a scientific figure, but the peaks were rarely troughs and the consumption seemed massive. There are a lot of cold drinks imbibed in the name of ... in the name of what?

Come the day of a match, the football shirt is ritually removed from the hotel or apartment drawer. Wear your replica shirt with pride. In England's case, it's the last thing anyone should be admitting to, let alone donning. Affiliation? Ah yes, a team run by an Italian, increasingly being exposed as an idiot, and populated by numbskulls such as Potato Head. Premier League and affiliation? Ah yes, to whole African tribes and a European dribbling diaspora handed fat cheques by representatives of superpowers, past and present. Rod Liddle in "The Sunday Times" at the weekend raised the possibility of Premier matches provoking nuclear attacks. To the USA and Russia, we must now, in all likelihood, add China, to say nothing of the threat of Islam.

Why does anyone care any longer? My own team, Spurs (who it might be said were to blame for a movement towards football fan alienation when they grabbed footballing aliens - Villa and Ardiles), do at least have an English manager and a smattering of English/British players, but it's not the club of Greaves, Mullery, Gilzean and the rest. Yet, curiously, alienation has never quite caught on, despite the hopelessness of success for any club unprepared to spend the equivalent of an African nation's GDP on ... on an African player, and despite the not infrequent references to the size of those cheques and the disproportionately lamentable performances they pay for.

It's all due to marketing, one presumes, a process that can result in a red-cheeked English child walking the streets of Alcúdia in a Messi shirt. Why? The only good reason I can think of is because it's not a Rooney shirt. Marketing, constant and exhaustive media coverage, the 24/7 outpouring of inanities and also, just as important, the weird tribalism of football, one that is not just reserved for the English. Wear your replica shirt with pride. It's a statement, one of lurking confrontation and of territorial bravado, like a dog urinating against a lamp-post. When England played and I hacked along to the bar, I felt under-dressed not wearing an England shirt, akin to turning up in jeans at a wedding and finding everyone else in morning suits. The replica shirt sends out a message not just to supporters of other clubs, it does so also to Johnny Foreigner. Once upon a time, a foreigner in a foreign land was advised to keep his head down, unless there was a pith helmet on top of the head and he was running the foreign land. Not now.

One can understand the Blackpool supporter turning up at a bar with an orange torso and a bright pink face. An affiliation to the totally lost cause. He's likely to be bought drinks out of sympathy. He also knows that this season will be his only opportunity. But for most of the others, it's an exercise in compliant manipulation, in the pressure to affirm a marketing concept rather than a football team, in tribalism disguised as support, symbolised by the replica shirt and shouted over the constant chasing of yet another pint. Not, though, that the bars will be complaining.


Any comments to andrew@thealcudiaguide.com please.