#OTD 19 Oct 1993 Norwich City became the first English side to beat Bayern München on their own patch. @robinireland.bsky.social and I discuss that match and more in this podcast. Navigating modern football through the lens of the canaries. #NCFC #norwich open.spotify.com/episode/0BDL...

Modern Football Through the Lens of Norwich City

Football Travel by Outside Write · Episode

open.spotify.com

Sad news. Michael and Delia have been giants of #NorwichCityFC. RIP Michael. And I’m sure the club and its fans’ love will all be directed towards Delia. #OTBC. Never mind the danger 🔰❤️#NCFC

Great to be on the Outside Write Podcast speaking to Chris Lee. As he says, Chris doesn’t often have #NCFC fans on 😀. But the financial challenges facing my club are the same for many other clubs across the country. It’s the story told in my book ‘Cutting the Mustard’ 🔰. www.robinireland.com

Outside Write (Chris Lee) ⚽️@outsidewrite.co.uk · last mo.

Have you listened to this week's podcast with @robinireland.bsky.social yet? We're discussing the challenges of modern football for mid-sized clubs through the lens of Robin's club, Norwich City Find it wherever you get your podcasts, or here on Spotify: open.spotify.com/episode/0BDL... #NCFC

This was so much fun talking about football and ‘Cutting the Mustard’. Cheers, Chris.

Outside Write (Chris Lee) ⚽️@outsidewrite.co.uk · 2mo ago

Up next on the Football Travel by Outside Write podcast (Monday) 🎙️ @robinireland.bsky.social joins me to discuss modern football through the lens of a mid-sized club, Norwich City Here's a taster... Catch up/subscribe wherever you get your podcasts #NCFC #NorwichCity

Delighted to post I will be on Chris Lee’s excellent podcast Outside Write on 21st September #NCFC #NorwichCity #football

Outside Write (Chris Lee) ⚽️@outsidewrite.co.uk · 2mo ago

Upcoming podcasts 🎙️ (2/2) NOW - Uruguay's golden age w/ @martindacruz.bsky.social 🇺🇾 14/9 - Football in Egypt w/ @karimzidan.com 🇪🇬 21/9 - Modern football through the lens of Norwich City w/ @robinireland.bsky.social 🏴󠁧󠁢󠁥󠁮󠁧󠁿 28/9 - Latin America's 2026 World Cup w/ @drpetewatson.bsky.social 🌎

Delighted ‘Cutting the Mustard’ is shortlisted for the British Society of Sports History Lord Aberdare Literary Prize: www.sportinhistory.com/articles/lor.... The book, published by Axis Projects, describes the increasing commercialisation of English football through the lens of #NorwichCityFC #NCFC

Lord Aberdare Literary Prize 2026 Shortlist and Longlist Announcement

The public announcement for the longlist and shortlist for the Lord Aberdare Literary Prize for 2026

sportinhistory.com

Huge pleasure to be invited to speak at the Norwich History Festival last night. Thanks to an informed and engaged #NCFC audience expertly chaired by Richard Mills #UEA. You can buy ‘Cutting the Mustard’ at all good bookshops in Norwich or online at www.robinireland.com

So glad you enjoyed it, Steve. Really pleased that you saw ‘Cutting the Mustard’s relevance to all football fans although of course #NCFC will particularly appreciate it. More details and for anyone wanting to contact me direct at www.robinireland.com

Steve Sharman@liberoacademica.bsky.social · 4mo ago

Read my review of @robinireland.bsky.social new book: 'Cutting the Mustard - 50 years of Dreaming' Published in Soccer and Society @tandfresearch.bsky.social. Spoiler: it's really good! @canaries.co.uk #Norwich #Canaries #EFL www.tandfonline.com/eprint/IWXBT...

⚽️ The world in motion... Infantino style. But still beautiful, despite FIFA. 🗣️ @robinireland.bsky.social LINK: norwichcity.myfootballwriter.com/2026/07/12/t...

Despite FIFA, despite Trump, this World Cup is turning out to be a lot of fun #NCFC: norwichcity.myfootballwriter.com/2026/07/12/t...

I'm still learning how to write - see my latest blog: robinireland.com/blogs/blog/o.... But I also love talking about my books. I'm at the #NorwichHistoryFestival on 20th July talking about all things #NorwichCity #NCFC #Canaries: www.ticketsource.com/norwichhisto...

On writing

In 2017, I started on my PhD journey at the University of Glasgow. I remember being encouraged to get started on writing as soon as possible. It was quite easy and I enjoyed the pleasure of simply see...

robinireland.com

Thanks @garygowers.bsky.social. Complete with some lovely photos to remind us of what we’re missing 🔰

MyFootballWriter - Norwich City@myfootballwriter.bsky.social · 6mo ago

🟢🟡 From Carrow Road trips of the 1970s to added parkruns of the 2020s. 🗣️ The stripes this Sunday have been passed to @robinireland.bsky.social LINK: norwichcity.myfootballwriter.com/2026/05/10/f... #ncfc

Sad to finish the season with a defeat but I'm already looking forward to what comes next. For me, personally, a chance to speak at the Norwich History Festival www.ticketsource.com/norwichhisto... in July. See some of you there #NCFC #NorwichCity #NorwichHistoryFestival

"Sport, at its best, is a feast of health and fitness. And yet, sport's greatest spectacles are used systematically to encourage us to consume everything which is bad for our health." @robinireland.bsky.social on Glasgow 2026's alcohol and soft drink sponsors.

Why watching the Commonwealth Games could be bad for your health

Fizzy drinks and alcohol are big sponsors of major sporting events despite the health problems they can cause

scotsman.com

Sorry to have missed this event - Robin's book is an excellent read (and you don't need to be a footie fan to enjoy - I'm certainly not)!

Robin Ireland@robinireland.bsky.social · 8mo ago

Lovely to talk about ‘Cutting the Mustard’ and the commercialisation of football with colleagues and friends at the University of Glasgow yesterday @uofgshw.bsky.social @uofgsps.bsky.social. You can get your own copy of the book at www.robinireland.com

Lovely to talk about ‘Cutting the Mustard’ and the commercialisation of football with colleagues and friends at the University of Glasgow yesterday @uofgshw.bsky.social @uofgsps.bsky.social. You can get your own copy of the book at www.robinireland.com

Scotland’s #GoodFoodFuture is coming. On 4 March #WorldObesityDay, we launch our joint manifesto and new public polling on Scotland’s food system—setting out clear actions for the next Scottish Government. Three must haves. One fairer, healthier Scotland.

"We’ve lost so much of what football is" ⚽ How has the beautiful game become so dominated by commerce? The answers can be found by studying 50 years of Norwich City F.C., says @robinireland.bsky.social (with a little help from Delia Smith). Read more in @theconversation.com bit.ly/4c3lW8W

US cash, sponsored shirts and TV deals: how money took over English football

A potted history of sporting commercialism.

bit.ly

For all football fans as well as those of #NCFC. More in my new book ‘Cutting the Mustard’ theconversation.com/us-cash-spon...

US cash, sponsored shirts and TV deals: how money took over English football

A potted history of sporting commercialism.

theconversation.com

Really pleased to announce a new event on the 'Commercial Determinants of Health, Football, and Power'. Will draw on 'Cutting the Mustard' for my own contribution. In-person or online on 11th March @uofgshw.bsky.social

Preston away was obviously a disappointment at the end but I saw enough to be hopeful for 2026. ‘Cutting the Mustard’ sold well leading up to Christmas so Happy Christmas to all those #NCFC fans who will be unwrapping their copies on Thursday! And here’s to a good year ahead for us all 🔰#OTBC

Clearly #NCFC need three points today, but, in my bit to spread early Xmas cheer, if you buy 'Cutting the Mustard' on my website robinireland.com you can order an additional copy of the book at half-price. If 2025/26 isn't working out as we hoped, you can look back at better times.

🆕Briefing paper! As part of our annual conference proceedings, we’re pleased to launch our new briefing: Commercial Determinants of Health for Elected Members and Local Authority Officers. Access here 👉 foodactive.org.uk/briefing-pap...

@footballcollective.bsky.social Looking forward to travelling to Belfast this afternoon and presenting on #CuttingTheMustard at The Clearer Twist National Stadium. I’m focusing on the commercialisation of football but maybe Windsor Park’s current name says it more eloquently than I can? #NCFC

Fifty years of football, through Norwich City's yellow and green glasses www.pinkun.com/sport/norwic... Fab photo which is not in the book but there are lots more great images inside #NCFC www.robinireland.com

Fifty years of football, through Norwich City's yellow and green glasses

Books about football are pretty much 10 a penny - but Chris Lakey has found something brilliantly different and with a strong Norwich City feel to…

pinkun.com

The #FoodActive2025 conference is now underway! 165 delegates and a fantastic line up of speakers ready for an exciting morning of reflection and discussion to mark ten years of the Healthy Weight Declaration. #FoodActive2025

Delighted to have @robinireland.bsky.social and Arif Rajpura set the scene for the conference this morning and reflect on the origins and impact of the declaration in Blackpool. #FoodActive2025

Thanks Martin. Glad you like it. Anyone interested can buy Cutting the Mustard here: www.robinireland.com

Martin Polley@historymartin.bsky.social · 12mo ago

New book alert: Cutting the Mustard: 50 years of dreaming by @robinireland.bsky.social, a history of commercialisation in English football through a case study of Norwich City. Great research, lively style, and brilliant design based around photos of ephemera. #SportsHistory #norwichcity #otbc

Things aren't getting any better are they #NCFC. The business model of football is failing many fans, not just those currently extremely unhappy at Norwich City. If you missed my blog yesterday on why a lot more than a fake Dafabet shirt should be binned, here it is: robinireland.com/blogs/blog/i...

So, quite a weekend in Norfolk. The football was tough to watch. Hard to see how this is going to work out well for anyone at #NCFC. I spent Sunday in The Forum discussing the wreck that is our football club. It certainly isn't a well-run business: robinireland.com/blogs/blog/i...

It’s Not Christmas Yet

I just spent a long weekend in Norfolk, driving down to the fine city from Glasgow with my partner, Rebecca. Living a long way away from Carrow Road, I usually only get to selected away games these da...

robinireland.com