The other rules of the game: a normative social contract for English football

Purpose This paper aims to investigate the views of English football supporter representatives on the implicit club–supporter relationship, pertaining to a normative social contract which can be used to help improve football club governance. Design/methodology/approach Semi-structured interviews were conducted within an exploratory enquiry, intentionally investigating the fan perspective to understand supporters’ views without the influence of owner self-interest which often leads to commercialisation and/or mis-management. Findings Findings show evidence of a normative social contract that reflects many supporters’ dissatisfaction with current practice and provides guidance for the expectations of both parties. Research limitations/implications This research aims to stimulate further academic discussion on the underlying principles behind good club and industry governance. It provides a new lens with which to view the club–supporters relationship, adding to previous studies in the area of club governance. Practical implications There are implications for both clubs and the forthcoming Independent Football Regulator following a parliamentary Bill that recognises the community importance of clubs and supporters’ unique stakeholder position. Originality/value To the best of the authors’ knowledge, this is the first academic paper linking social contract theory to football. By implementing the research findings, clubs can improve their governance, social capital, accountability and engagement practices in ways considered equitable by both parties.