Soccer fandom has traditionally been seen as an important part of adolescent, generally male, identity-making. In this timely and important contribution to the field of popular cultural studies, Steve Redhead looks at the way youth culture is being reshaped by media culture in its various aspects at the end of the millennium. He looks at "post-fandom", the style conscious shifting allegiences heavily influenced by advertising and popular music at the globalization and mediaization of sports culture through such events as the World Cup staged in America in 1994 and at the complicated relations between football and the law reflected in the public obsession with so-called soccer hooliganism at a time when the phenomena concerned seemed to be dying away.