“…Dichotomies are often drawn between "new consumer" fans who "buy a large volume of merchandise" and "follow sport via the mass media" (Crawford, 2004, p. 33), and more traditional fans who presumably attend matches but do not consume excessively. Women are typically absent in this literature, or are positioned as consumer fans that, through consumption, contribute to the problems of modernization and globalization (Pope & Williams, 2011). It is important to note that the voices and experiences of women as fans have more recently come to the fore in sociology and sport management literature, often with a focus on the ways in which women are marginalized as sports fans (Crawford & Gosling, 2004;Farrell, Fink & Fields, 2011;Jones, 2008;Markovits & Albertson, 2012;Pope & Williams, 2011).…”