Designing for spectators and audiences presents new challenges to the design of technology. In this paper we focus our attention on understanding and designing for crowds as a distinct design topic. We present a study of one particular instance of crowd activity-football fans on match day. Close video analysis of interactions within the crowd reveals how crowds seeks to maintain membership through synchronisation of activity, but also how crowd support interaction between its members through co-ordination around shared objects and the 'snowballing' of songs and gestures. Drawing on this data we develop salient topics for HCI design for crowds, such as: reconceptualising interaction design to treat crowds as crowds rather than as groups of individual audience members; understanding intra-crowd interactions, via the use of shared objects and synchronising crowd interactions; and understanding the nature of peripheral participation in crowd activities, and interactions between distinct crowds. We also reflect on conceptual challenges that crowds pose for HCI as it increasingly develops its interests in public settings.