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In analyzing the transformation of English football in the 1990s, this text provides a comprehensive account of football culture in contemporary Britain. Through examination of the political economy of football since the 1960s, and the public debates for the reform of the game in the mid-1980s, it situates the transformation of football in the 1990s within the context of the collapse of the Keynsian, post-war settlement and the emergence of a Thatcherite, post-Fordist settlement in Britain. Drawing on these themes, the book goes on to examine the nature of the new consumption of football in the 1990s, with a detailed study of the entrepreneurial directors and different fan groups at football clubs.