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The football World Cup is the greatest multicultural sporting extravaganza of modern times. The notion of post‐fandom tries to capture the ways in which fans now participate in and engage in self‐aware and reflexive strategies to obtain their desired outcomes from attendance at or viewing such major events. This illustrated photo‐essay on the World Cup looks at the experiences and behaviour of fans in three countries, Scotland, Germany and Australia, during the tournament with a view to extending our understanding of the relationships between fans and others temporarily interested in the World Cup and the promoters of such mega‐events. It argues that the participants brought a wide range of expectations to the tournament and engaged in highly flexible and innovative approaches to ensure that they gained the maximum benefit, individually and collectively, from the experience.
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