Global fan activism in sports: digital collective action and the case of #EmptyOldTrafford

Purpose At a time of growing consumer activism facilitated by digital communications, the phenomenon of collective action increasingly confronts sports clubs. This study aims to examine an episode involving fans of a globally recognised football club (Manchester United) who were able to make the hashtag #EmptyOldTrafford trend globally in protest towards the club’s ownership at the time. Design/methodology/approach Drawing on collective action theory, this study focuses specifically on X, where fans coalesced quickly and at scale to influence business behaviours through digital collective action. Using social network analysis techniques, this study focuses specifically on sampling data from when the hashtag #EmptyOldTrafford was trending. The authors extract 21,610 posts from this time period and identify social network shapes, key nodes in these networks and the roles specific groups play in collective action. Findings The analysis reveals how social media facilitates global collective action among sports fans, including those without direct geographical ties to the team, enabling them to amplify calls for change and influence brand behaviour. A typology derived from the collected data provides insights into the intentions and behaviours of those engaging in collective action. Originality/value This research contributes to understanding digital consumer activism, offering guidance to sports clubs on managing engagement with consumers displaying behaviours of collective action. Crucially, it extends collective action theory by illustrating its application within globally dispersed digital fan communities. The findings help identify key social network shapes and nodes, enhancing strategies for sports clubs to effectively respond to and engage with consumer activism.