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Robin Ireland @robinireland.bsky.social · 28/09/2026

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

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Robin Ireland @robinireland.bsky.social · 22/09/2026

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

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Robin Ireland @robinireland.bsky.social · 17/09/2026

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

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Robin Ireland @robinireland.bsky.social · 10/09/2026

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

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Robin Ireland @robinireland.bsky.social · 10/08/2026

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

sportinhistory.com

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

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Robin Ireland @robinireland.bsky.social · 21/07/2026

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

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Robin Ireland @robinireland.bsky.social · 15/07/2026

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

robinireland.com

Robin Ireland is a writer and public health advocate based in Glasgow, Scotland.

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MyFootballWriter - Norwich City @myfootballwriter.bsky.social · 12/07/2026

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

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Robin Ireland @robinireland.bsky.social · 12/07/2026

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

norwichcity.myfootballwriter.com

The world in motion… Infantino style. But still beautiful, despite FIFA

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Robin Ireland @robinireland.bsky.social · 03/07/2026

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...

robinireland.com

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...

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Robin Ireland @robinireland.bsky.social · 10/05/2026

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

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Robin Ireland @robinireland.bsky.social · 02/05/2026

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

ticketsource.com

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SHAAP @shaapalcohol.bsky.social · 25/04/2026

"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.

scotsman.com

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

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Charlotte Morris @cbocomms.bsky.social · 13/03/2026

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)!

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Robin Ireland @robinireland.bsky.social · 12/03/2026

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

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Obesity Action Scotland @obesityactionsc.bsky.social · 25/02/2026

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.

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UofG School of Social & Political Sciences @uofgsps.bsky.social · 28/01/2026

"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

bit.ly

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

A potted history of sporting commercialism.

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Robin Ireland @robinireland.bsky.social · 22/01/2026

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

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Robin Ireland @robinireland.bsky.social · 23/12/2025

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

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Robin Ireland @robinireland.bsky.social · 29/11/2025

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.

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Food Active @foodactive.bsky.social · 27/11/2025

🆕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...

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Robin Ireland @robinireland.bsky.social · 26/11/2025

@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

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Robin Ireland @robinireland.bsky.social · 17/11/2025

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

pinkun.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…

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Food Active @foodactive.bsky.social · 11/11/2025

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

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Food Active @foodactive.bsky.social · 11/11/2025

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

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Robin Ireland @robinireland.bsky.social · 06/11/2025

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

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Robin Ireland @robinireland.bsky.social · 06/11/2025

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...

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Robin Ireland @robinireland.bsky.social · 05/11/2025

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...

robinireland.com

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...

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Neil @nnop.bsky.social · 02/11/2025

Picked up my copy and had a short word with Robin. I think it will be an important read to any of us interested in what truly football represents beyond formations and XG!

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Robin Ireland @robinireland.bsky.social · 31/10/2025

This week I've heard talk about football as a business, the commercialisation of #NCFC, expensive ticket prices, unfriendly kick-off times, fans treated as customers. It's been going this way for a long time. Read all about it in 'Cutting the Mustard' ⬇️http://robinireland.com

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Robin Ireland @robinireland.bsky.social · 30/10/2025

Fascinating to hear Mark Attanasio @bbcradionorfolk.bsky.social last night. Essentially he was talking about the business of football. If you want to understand more about how #NCFC (and many other clubs) are in the position they are in today, can I politely suggest you read ‘Cutting the Mustard’.

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Fran Bernhardt @franbernhardt.bsky.social · 28/10/2025

Ten years of declarations stemming the flood of unhealthy food across the country! Looking forward to the conference plus our panel on the commercial determinants of health with Prof @markpetticrew.bsky.social, Maria @frameworks.bsky.social & Dr Oliver Mytton with @robinireland.bsky.social

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Food Active @foodactive.bsky.social · 28/10/2025

Food Active 2025 is just two week away! ✨ We have published the conference agenda which is jam-packed with a fantastic line up of speakers and discussions View the full agenda and book your ticket here 👉 foodactive.org.uk/two-weeks-to... #FoodActive2025

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Robin Ireland @robinireland.bsky.social · 27/10/2025

Quite the weekend to be in Norfolk. I will be at Carrow Rd on Sat with not a clue as to what to expect. I will also be at a Football Collectors Fair on Sun at The Forum. Lovely to see some #NCFC folk there. I will be selling and signing my book plus some programmes, badges, cards associated with it.

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School of Health and Wellbeing, University of Glasgow @uofgshw.bsky.social · 24/10/2025

On a recent visit to Poland @robinireland.bsky.social recorded a conversation on the impact of sport on public health, and the challenges that the commercialisation and commodification of sport present. 🎧 youtu.be/qGAYdmNW2cI?... @uofgsocsci.bsky.social

youtu.be

The unhealthy side of sport - conversation with Dr Robin Ireland

YouTube video by Gdański Uniwersytet Medyczny

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Robin Ireland @robinireland.bsky.social · 23/10/2025

Lovely to be talking football (and exchanging books) with a Polish colleague from the Adam Mickiewicz University in Poznan #CuttingTheMustard

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Robin Ireland @robinireland.bsky.social · 22/10/2025

UK gambling ads with Lewis Hamilton and Chelsea logo banned over influence on children www.bbc.com/news/article.... Tip of the iceberg. Sport thrives on relationships like these. 😩

bbc.com

UK gambling ads with Lewis Hamilton and Chelsea logo banned over children influence

UK's ad watchdog warns the betting companies not to include any character who has a strong appeal to viewers under the age of 18.

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Robin Ireland @robinireland.bsky.social · 21/10/2025

Looking forward to being at the Football Collectors Fair at The Forum next month. Look forward to seeing some #NCFC fans there. Maybe it will take our minds on what's happening on the pitch.

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Robin Ireland @robinireland.bsky.social · 16/10/2025

“Right now is a hard watch. It seems from the outside that the club has gotten a bit lost in the quest to become ´an established Premier League team´. It’s normally ended in tears when Norwich have become too focused on that, and I’m not sure if most fans even want it” www.pinkun.com/sport/interv...

pinkun.com

Iceland, Wilshere and pro licence: City fan Brazell shares unique coaching journey

Norwich City fan Chris Brazell has packed plenty into his coaching career. He speaks to Connor Southwell about his journey in the game.

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Robin Ireland @robinireland.bsky.social · 16/10/2025

A protester outside held a sign insisting “San Siro belongs to the citizens”. Sound familiar? I went there with #NCFC all those years ago. Mind you the Milan ambition may be bigger than our own 🙄💰💰💰 www.theguardian.com/football/202...

theguardian.com

Breathtaking San Siro faces end as Inter and Milan try to keep up with modern game

Clubs’ plan to open new ground in 2031 has been met by local opposition but is required for hosts to stay competitive

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Robin Ireland @robinireland.bsky.social · 15/10/2025

Thanks @myfootballwriter.bsky.social for carrying my piece about the commercialisation of football - Not Yet Hollywood Norwich! tinyurl.com/3upavfpr #NCFC

tinyurl.com

Not yet Hollywood Norwich!

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Robin Ireland @robinireland.bsky.social · 15/10/2025

www.bbc.co.uk/sport/footba.... Nice piece on football shirts but no mention of sponsors? It can be the brand that either makes the shirt or destroys it if it is a gambling company for example.

bbc.co.uk

Retro football shirts: From practicality to fashion statements

How football shirts have evolved from one kit per club per season, with simple designs, to fashion statements.

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MyFootballWriter - Norwich City @myfootballwriter.bsky.social · 15/10/2025

🟢🟡 Not yet Hollywood Norwich! 🗣️ @robinireland.bsky.social ▪️Consultation and good communication are key. ▪️Under D&M's watch, the name ‘Carrow Road’ is sacrosanct. ▪️A fine balance between bringing in revenue and keeping fans happy. LINK: norwichcity.myfootballwriter.com/2025/10/15/n... #ncfc

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Food Active @foodactive.bsky.social · 14/10/2025

#FoodActive2025 conference speaker announcement ✨ We are excited to welcome Dr Arif Rajpura, DPH at Blackpool Council & @robinireland.bsky.social, Director of Research at HEG, who will be discussing Blackpool's leadership on healthy weight. Register here 👉 www.eventbrite.co.uk/e/a-decade-o...

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Kicking the Habit @kthabitproject.bsky.social · 25/07/2025

CfP: Excited to announce our first workshop, exploring histories of Commercial Determinants of Health. Workshop to be held at the London School of Hygiene and Tropical Medicine on 15 April 2026. Please circulate widely/consider submitting an abstract by 13 October 2025.

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Robin Ireland @robinireland.bsky.social · 10/10/2025

Back from a great trip to Poland where I spoke at an event organised with Arka Gdynia, a Polish Ekstraklasa team. A lot of discussion on that fine line between being a football fan and consumer. Fascinating to present my new book in this context. Arguably #NCFC may have just crossed this line?

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Robin Ireland @robinireland.bsky.social · 06/10/2025

Thanks to Storm Amy, three days late, but finally off to Gdańsk to lecture about football and public health #HealthyStadia. I will most certainly be mentioning ‘Cutting the Mustard’. Hopefully it will distract me from #NCFC performance yesterday 😩

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