“The American Outlaws Are Our People”: Fox Sports and the Branded Ambivalence of an American Soccer Fan at the 2019 FIFA Women’s World Cup

Abstract

Drawing on fan studies, sports media studies, media industries studies, and participant observation of the American Outlaws, this essay analyzes specific aspects of the 2019 FIFA Women’s World Cup as televised by Fox Sports in the wider context of soccer’s evolving place within the American sports media marketplace. American media companies have increasingly positioned soccer as an upscale sport in the U.S. In addition to representing an affluent and cosmopolitan taste culture, the representation of the American Outlaws as part of Fox Sports’ programming and branding flattened the frictions of class, national identity, politics, and race that shaped American soccer discourse in the summer of 2019. This essay explores this flattening and the underlying tensions between televising a tournament based in American national identity that allows for a more mass audience appeal and the more niche-based framing of soccer—including the progressive politics of women’s soccer—in U.S. sports media.