As a new season begins, Nigel Farage’s Reform UK is making a play for the affections of the nation’s football fans by launching its very own football shirt. It’s a move that has already proven popular among Reform supporters. According to Zia Yusuf, a leading figure in the party, thousands were sold on their first day of retail.

Reform’s move to exploit the cultural capital of football speaks to a wider trend in British society: the explosion of the football shirt as a cultural behemoth.

Quite simply, football shirts are everywhere. They have been incorporated into high fashion as part of the nostalgic 90s “blokecore” trend. They are used by bands such as Oasis and Fontaines DC as forms of branded merchandise. And now they are being mobilised by political movements, such as Palestinian solidarity organisation FC Palestina, to spread specific messaging.

Instead of being merely the domain of football supporters, football shirts have become cultural canvases.

Crucially, I believe football shirts are a symbolic medium that is tailor-made for Reform’s current political purposes. Ahead of the 2029 election Farage’s goal is clear. His aim is to win over and mobilise a largely working-class, provincial voting base who feel alienated by “mainstream” politics.

It appears that Reform see football as a potential weapon in this task. From its origins in the industrial cities of late Victorian England, modern football has long been a central pillar of working-class culture in Britain. In particular, it has played a potent role in binding........

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