Hook, Lock and Squeeze: Football's Enshittification ft. Mark O'Neill

What if football is following the same path as social media: hook the users, lock them in, then squeeze them for everything they're worth? In this episode, we talk to Mark O'Neill, a doctoral researcher at Westminster University, about the “enshittification” of football—how the relentless pursuit of revenue is reshaping the game, from ticket prices and fan culture to player welfare and the never-ending expansion of competitions. As clubs chase global audiences and governing bodies create more matches, are loyal supporters being treated less as a community and more as a captive market? We explore whether football is slowly consuming the very authenticity that made it the world's most popular sport—and whether new regulation and supporter power can stop the rot before the game becomes little more than content.