Here, we are all equal!’: soccer viewing centres and the transformation of age social relations among fans in South-Western Nigeria

Abstract

The spread of soccer viewing centres (SVCs) in Nigeria is one of the unfolding legacies of global sporting media in Africa. While, providing access to live broadcast of European soccer competitions, SVCs have developed into supplementary social spaces where culturally defined rules of social relations are contested. Using Goffman’s notion of performance and Agbalagba in Yoruba normative system, in conjunction with sociological perspective on space, the study explores the context and processes in the transformation of age social relations in Ibadan, South-Western Nigeria. Data were obtained through participant observation, and 23 in-depth interviews with viewing centre owners and soccer fans. Findings depict the SVC as a constructed space, with conflicting meanings, attitudes and practices, which inadvertently fracture and render fluid, the expectations of norms of age social relations. In conclusion, European soccer drives the spread of supplementary social spaces which impact local social structures in critical ways.