The evolution of the football jersey - An institutional perspective

No Thumbnail Available
Butler, David
Butler, Robert
Journal Title
Journal ISSN
Volume Title
Cambridge University Press
Research Projects
Organizational Units
Journal Issue
This paper explores the interaction of informal constraints on human behaviour by examining the evolution of English football jerseys. The jersey provides an excellent setting to demonstrate how informal constraints emerge from formal rules and shape human behaviour. Customs, approved norms and habits are all observed in this setting. The commercialisation of football in recent decades has resulted in these informal constraints, in many cases dating back over a century, co-existing with branding, goodwill and identity effects. Combined, these motivate clubs to maintain the status quo. As a result, club colours have remained remarkably resilient within a frequently changing landscape.
Custom , Football , Habit , Identity , Jersey
Butler, D. and Butler, R. (2021) 'The evolution of the football jersey - An institutional perspective', Journal of Institutional Economics. doi: 10.1017/S1744137421000278