New book: ‘Cutting the Mustard’. Now available: robinireland.com.
Glasgow, Scotland
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Robin Ireland retweeted
𝐑𝐄𝐒𝐓𝐎𝐂𝐊 | CUTTING THE MUSTARD by @robinHEG
The story of how fans became consumers, told through five rollercoaster decades of Norwich City – from Division One to the Premier League, the UEFA Cup and beyond.
🛒 stanchionbooks.com/products/…
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Robin Ireland retweeted
⚽️ The world in motion... Infantino style. But still beautiful, despite FIFA.
🗣️ @robinHEG
LINK: norwichcity.myfootballwriter…
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Robin Ireland retweeted
🟢🟡 From Carrow Road trips of the 1970s to added parkruns of the 2020s.
🗣️ The stripes this Sunday have been passed to @robinHEG
LINK: norwichcity.myfootballwriter… #ncfc
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Yep. Something I’ve thought (and written about) about as well. What happened at Hillsborough was a national disgrace. It’s how football fans (and many others) were treated in those days. We should also remember the Bradford fire. The 1980s were dark days indeed.
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Robin Ireland retweeted
Game 15. @EFL Championship.
@CAFCofficial 0-1 @NorwichCityFC
A routine win that should have been put to bed much earlier. Busy away end with very much a ‘weekend’ feel. Great to catch up w famed #NCFC author @robinHEG
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Robin Ireland retweeted
This is a brilliant interview, and a lovely piece of writing
Tony Powell was a secretly gay footballer for Norwich City in the 1970s. He was team-mates with Justin Fashanu, the first English footballer to come out, but Tony had to abandon his family. I interviewed Tony and @robbierogers about his incredible story
theguardian.com/football/202…
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Robin Ireland retweeted
We've launched our project's Digital Map, which lets people submit sports-branded memorabilia since 1960. We welcome clothes, programmes, toys, posters, photographs, etc. Your submissions will help us map the history of unhealthy sponsorship to create a public history resource!
We've launched our 'Kicking the Habit' project website and Digital Map. It uses people's submissions of everyday objects to historise unhealthy sponsorship in British sport through branded memorabilia since 1960. Visit to submit content and learn more: kickingthehabit.uk/memorabil…
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Robin Ireland retweeted
"We’ve lost so much of what football is" ⚽
How has the beautiful game become so dominated commerce? The answers can be found by studying 50 years of Norwich City F.C., says @robinHEG (with a little help from Delia Smith).
Read more in @ConversationUK
bit.ly/4c3lW8W
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Robin Ireland retweeted
𝐑𝐄𝐒𝐓𝐎𝐂𝐊 | CUTTING THE MUSTARD by @robinHEG
The story of how fans became consumers, told through five rollercoaster decades of Norwich City – from Division One to the Premier League, the UEFA Cup and beyond.
🛒 stanchionbooks.com/products/…
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Good to see folk at Preston. ‘Cutting the Mustard’ sold well leading up to Xmas so Happy Christmas to all those #NCFC fans who will be unwrapping their copies on Thursday! Thanks again to @AXIS_DESIGN for the book’s lovely design. Here’s to a good year ahead for us all 🔰#OTBC
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#NCFC need three points today, but, in my bit to spread early Xmas cheer, if you buy 'Cutting the Mustard' on my website robinireland.com you can order an additional copy of the book at half-price. If 2025/26 isn't working out as we hoped, you can look back at better times
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Here we are again. Speaking @FB_Collective conference later this morning on #CuttingTheMustard #NCFC. The commercialisation of football. At the Clearer Twist National Stadium at Windsor Park. Case made @UofGSHW @UofGSocSci @AXIS_DESIGN
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Looking forward to travelling to Belfast this afternoon and presenting tomorrow on #CuttingtheMustard. Really interested to hear what folk think. My motivation to write the book came from my own research into the commercialisation of football #NCFC
The Football Collective conference is coming to Belfast.
It will be hosted by @UlsterUni Thursday 27th and Friday 28th November 2025.
The venue is the Clearer Twist National Stadium at Windsor Park.
See you there.
Further details will be posted here
thefootballcollective.com/20…
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Robin Ireland retweeted
'Books about football are 10 a penny...Robin Ireland has managed to come up with something different.'
Great review in @pinkun for 'Cutting the Mustard - a story by @robinHEG of 50 years of @NorwichCityFC and the wider football world ⚽
@UofGSHW
pinkun.com/sport/norwich-cit…
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Thanks @EDPchrislakey. It was a lot of fun to write as well.
Fifty years of football, through Norwich City's yellow and green glasses
pinkun.com/sport/norwich-cit…
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So, quite a weekend in Norfolk. The football was tough to watch. Hard to see how this is going to work out well for anyone at #NCFC. I spent Sunday in The Forum discussing the wreck that is our football club. It certainly isn't a well-run business: robinireland.com/blogs/blog/…
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Robin Ireland retweeted
Announcement: Dr Andrew Fraser, Chair of Obesity Action Scotland’s Steering Group says: “It’s a great pleasure to announce that Julie Cameron will be taking up her role as Head of our unit at the Royal College in the New Year".
More details here: obesityactionscotland.org/ne…
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Robin Ireland retweeted
This book is beautifully produced and well researched - should be on every #ncfc fan’s Christmas list #OTBC #NorwichCity #Canaries pop along and get a copy
This week I've heard talk about football as a business, the commercialisation of #NCFC, expensive ticket prices, unfriendly kick-off times, fans treated as customers. It's been going this way for a long time. Read all about it in 'Cutting the Mustard' ⬇️robinireland.com
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This week I've heard talk about football as a business, the commercialisation of #NCFC, expensive ticket prices, unfriendly kick-off times, fans treated as customers. It's been going this way for a long time. Read all about it in 'Cutting the Mustard' ⬇️robinireland.com
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