For Chris Connolly, a sticker on a lamppost can tell you everything about football’s real soul. His zine, Ultra Culture, dives into over 600 fan-made stickers from across the UK and Europe – rudimentary snapshots of tribalism, humour, and creative rebellion. From political messages and fan alliances to riffs on fashion, music, cigarettes and beer, these stickers capture the wit and defiance of supporters who live the game, not sell it.
“Football stickers represent true fans, not the corporate side of the game…”
What attracted me to stickers — and what keeps me combing lampposts — is their uniqueness. You might see 20 different Feyenoord stickers in one city, each tied to a certain area or the home stadium. All unique. There’s also the surprise of spotting a Bolton sticker in the Philippines. The artwork is great, often funny, and always reflective of the supporters who made it. Stickers don’t last long, so positioning is vital — that fleeting nature adds to the charm.
Football stickers represent true fans, not the corporate side of the game. Each country has its own style. In mainland Europe, they can be more political — St Pauli’s a good example, where many fans are drawn to the club more for its politics than its football. You also see alliances between fans of different clubs across borders. Stickers give supporters a voice, expressing what they see as wrong, and they always carry humour.
To me, stickers capture the emotions of the hardcore — love, hate, disgust, passion. All great rebellion has great art, whether political or cultural. Ultras are often painted as unsavoury, but they’re the ones who travel, sing, and stay loyal. Stickers also tie into the clothing and music culture around the terraces — though, yes, the Stone Island logo riffs have been done to death.
Technology has changed things. Cheaper printing and easy online design mean anyone can make die-cut, waterproof stickers now. It’s today’s version of the old fanzine — quick, loud, and visual, like Twitter with glue.
What I love most is that a Sutton United sticker can sit above Liverpool on a lamppost. Some of my favourites come from lower-league clubs. It’s the one place football feels like an even playing field.
The most random finds have been abroad — a Millwall sticker in Mexico (apparently the locals don’t like them either) and an Atlético Madrid ultra who somehow stuck one on a policeman’s back in Manchester. I’ve got a soft spot for the music-themed ones too — Port Vale and Sutton do them brilliantly.
Grab yourself a copy of the ‘Ultra Culture sticker zine’, here.
