When England kick off their Euro 2024 campaign against Serbia on Sunday night, with most of the nation’s attention fixed far from politics, Keir Starmer will be watching the football and drinking beer in a London pub. Although not an official media event, it’s likely that someone will capture a photograph of him. Cynical observers might conclude that this is merely part of the Labour leader’s quest for victory in his own campaign, attempting to project himself as “a man of the people.”
Starmer’s use of football as a political tool is notable. His first election appearance was at Gillingham’s football ground. Fresh from his manifesto launch, he traveled to Crewe’s Gresty Road to greet supporters, and later stopped at Halesowen Town FC for a rally. While he missed a scheduled stop at Reading’s Select Car Leasing Stadium, he made appearances at clubs like Worcester City and Stafford Rangers. Since becoming leader, he’s visited numerous clubs, including Premier League grounds, following his beloved Arsenal.
Starmer isn’t alone in leveraging football’s popularity. Politicians of all stripes often use the sport to connect with voters. However, genuine fans are quick to detect insincerity. Tony Blair faced accusations of overstating his bond with Newcastle United, and David Cameron was ridiculed for confusing Aston Villa with West Ham. While Rishi Sunak is a genuine Southampton fan, his attempt to dribble a ball at Chesham United drew mockery.
Starmer’s connection to football runs deep. He arranges eight-a-side games in Kentish Town and is a season-ticket holder at Arsenal, where he passionately follows matches. Football provided an escape during his strict upbringing and continues to offer him a sense of normalcy and release.
At Grimsby Town last week, Starmer listened intently to community leaders discussing local issues. He acknowledged that for many, politics feels like a game, expressing a desire to focus on making things work better. His engagement with football goes beyond political strategy; it reflects his genuine passion for the sport.
Starmer’s “footballism” influences his political approach, drawing on the sport for metaphors and seeking advice from football coaches like Arsène Wenger and Gareth Southgate. While his affinity for football may not sway all voters, it underscores his relatability and commitment to understanding and connecting with the public.
