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Fait social total, le football dispose d’une culture matérielle riche, notamment pour les supporters des clubs. À travers ce texte, nous nous proposons d’étudier les mécanismes d’identification et de fidélisation des publics des Girondins de Bordeaux, entre les années 1980 et les années 2010, à travers les produits dérivés du club comme les maillots, mais aussi au travers des contestations qui peuvent naître parmi les groupes de supporters face à la distance entre leur représentation du club et de son identité d’une part, et les propositions commerciales faites par le club, d’autre part.

Football, a sport and a total social fact, has contributed to the emergence of a material culture specific to the practice since its emergence and diffusion. This material culture has taken on a new face with the popularisation and marketing on an increasingly large scale of derivative products in the image of the clubs. These products offer clubs new financial income but also a brand image that they strive to reinforce and perpetuate through symbols and references linked to the club’s past and its territorial roots. These products are also the object of criticism from fan groups who see themselves as guarantors of the club’s identity and its affective community. These different visions of the club’s identity and the means and references used to define it by the different stakeholders, within and around Girondins de Bordeaux, a leading French club from the 1980s to the 2010s is at the heart of this study.