Disneyfication: Football’s Mickey Mouse Future?

Simon Chadwick and Jailan El-Bous
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Simon Chadwick: Emlyon Business School
Jailan El-Bous: Saudi Arabian Football Federation Institute of Research (SAFFIR) and FIFA/CIES at Cairo University

A chapter in Diversify or Die, 2026, pp 19-29 from Springer

Abstract: Abstract In this chapter, the authors examine how Bryman’s Disneyfication framework can guide strategy diversification in modern football. Building on Dixon’s emphasis on fan experience and Horne’s analysis of post-Fordist selling strategies, the authors analyze how football organizations are adopting Disney-inspired approaches to enhance consumer engagement. Their chapter explores the framework’s four key dimensions as tools for diversifying revenue streams and deepening fan connections: theming, hybrid consumption, merchandising, and emotional labor. Through case studies including Wrexham AFC and Manchester United’s Chinese experience centers, they demonstrate how these elements are being adapted to football’s unique cultural and operational context. The authors conclude that while football organizations must carefully modify Disney’s principles to accommodate the sport’s inherent uncertainties, the framework offers valuable insights for clubs seeking to enhance their commercial and experiential offerings.

Date: 2026
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DOI: 10.1007/978-3-032-08538-2_2

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