Such a pleasure to visit Kett’s Books in Wymondham on Friday. You can now buy Cutting the Mustard there. Great community bookshop to support.

Great to read a review of Cutting the Mustard in When Saturday Comes. You can buy the book here www.robinireland.com #NCFC

Good to see my piece on ‘Cutting the Mustard’ in the #NCFC v Southampton programme. Sadly, very little else I want to remember from that game!

Watched the game on Sky last night. Positively dispiriting. Must have felt a lot worse at the Carra. Anyone not thrown their programme away? There should have been a piece on Cutting the Mustard in it. If so, I would love to see it #NCFC

Thanks so much. I think they’ve sold out now! I must get them more copies. I really appreciate the feedback. 🔰

Great to launch 'Cutting the Mustard'. A laugh and great banter on @bbcradionorfolk.bsky.social. Fascinating discussions at Carrow Rd led by @ffionthomas.bsky.social @alongcomenorwich.bsky.social. Getting rave #NCFC reviews and hope to hear from other clubs' fans now robinireland.com/products/cut...

Delighted I can announce @onthestallcity.bsky.social are stocking ‘Cutting the Mustard’. Just in time for the kick-off tomorrow 🔰#NCFC

Fab panel at the launch of #CuttingTheMustard at #CarrowRoad last night. Thanks so much to @ffionthomas.bsky.social for expertly chairing the discussion on the commercialisation of football and how it impacts on clubs such as #NCFC. Books at www.robinireland.com

Tonight ⬇️#NCFC www.edp24.co.uk/news/2536914...

John Deehan wearing the first ever sponsored #NCFC shirt back in 1983/84. Appropriate day for a book launch at Carrow Road on such matters - @robinireland.bsky.social 😉

As the regime changes at the Carra, literally in the case of Borja Sainz, I’m checking Legends and the South Stand ready for my book launch tomorrow #NCFC. I’m VERY excited. Still places available to join me: www.eventbrite.com/e/cutting-th...

Well, that was a lot of fun #TheScrimmage. Too busy working on my match predictions to say you can still get tickets for the launch of ‘Cutting the Mustard’ this Wednesday evening at Carrow Road: www.eventbrite.com/e/cutting-th... #NCFC

Really excited to be on #TheScrimmage tonight talking about my new book, ‘Cutting the Mustard’. Still not too late to purchase the book at its preorder price of £12 or to register for the book launch at Carrow Road on Wednesday evening. Details: www.robinireland.com 🔰#NCFC

This article on Liverpool FC's "commercial juggernaut" is hopefully free access so, apols, if it's behind a paywall for you. But, simply staggering what clubs aspiring to the #EPL now face. Liverpool's commercial income is declared at £308million. Frankly unreal. www.nytimes.com/athletic/651...

There’s a whole piece on Martin in ‘Cutting the Mustard’. I saw him score a winner for Norwich (against Ipswich) on my 21st birthday. I was also lucky enough to go to his testimonial against his World Cup winning colleagues.

New book 'Cutting the Mustard' launches on 6 Aug at Carrow Rd. Check out what others say about this "informative, entertaining and lavishly illustrated" "compelling book" www.robinireland.com. You can still order your copy at a presale price and book your place at the launch if you're quick #NCFC

The publisher has done a beautiful job with 'Cutting the Mustard'. Hoping to see #NCFC fans at Carrow Rd on Wed 6th Aug at the free book launch where you can pick up your own copy at a discounted £12: www.eventbrite.com/e/cutting-th... Oh, & have a proper debate about how money has changed football.

All of these shirts feature in #CuttingTheMustard. You can track the money coming into the sport through a club’s sponsorship. #NCFC 1st deal was with a local double glazing firm in 1983 and was worth £150,000 over three yrs. JVC paid Arsenal £500,000 around the same time. Even then there was a gap

Broadcasting income has driven the commercialisation of football and has blown it apart in the last decades. In 2002 the dramatic loss of revenue from the collapse of ITV Digital (formerly ONdigital) nearly sunk #NCFC. Find out more: robinireland.com #CuttingtheMustard. Photo: PA Images/Alamy Stock

Thanks to @alongcomenorwich.bsky.social for publishing an extract from 'Cutting the Mustard': www.alongcomenorwich.com/articles/boo.... This piece focuses on one match from the '70s. Let's just say it was scary! Anyone else have any recollections? #NCFC

The Club World Cup is over. An advertisement for sport as entertainment product? How did Chelsea even qualify never mind win it - now they're £100m+ better off. 'Our' game wasn't always like this. Read 'Cutting the Mustard' to see how football was sold to the highest bidders @beneast.bsky.social

'Cutting the Mustard' is full of images and memorabilia. This aerial photo of Carrow Road is from its opening in 1935. Remarkably the stadium was built in just 82 days. Don't tell me that football hasn't always been about money though. Note Colman's on the stand roof! Pic courtesy of NRO #NCFC

I will be posting about my new book, ‘Cutting the Mustard’ on this account for some time. For those interested in the material I drew on in my research, I am posting a photo of the Norwich City Historical Trust’s archive. You can find everything here from old club accounts to match details. Amazing.

I will be posting about my new book, ‘Cutting the Mustard’ on this account for some time. For those interested in the material I drew on in my research, I am posting a photo of the Norwich City Historical Trust’s archive. You can find everything here from old club accounts to match details. Amazing.

‘Cutting the Mustard’ goes LIVE. Check my new website: www.robinireland.com

www.ias.org.uk/report/spin-... IAS analysis of over 140 public communications from major companies and industry-funded organisations shows a clear strategy of: Cherry-picking evidence Exaggerating econ value Undermining policy policymakers must act on the facts – not industry spin.

Ah the delights of sport sponsorship: “Mas does seem a fitting edition to the energy drink pantheon, in that it also tastes like someone has washed a packet of Skittles with sea water and collected it in a plastic skip”. 🤣 www.theguardian.com/football/202...

Off to the International Football History Conference in Belfast which I’m really looking forward to. Anyone else here on Bluesky going?

Really looking forward to this conference next week. Will be speaking on how sport is used to promote HFSS food and undermine good health.

Commercial determinants of health writ large. www.theguardian.com/environment/...

The football industry continues to prioritise profits in front of everything else. It’s relationship with gambling is shameful: www.theguardian.com/football/202...

I speak and write a lot about the Commercial Determinants of Health. I don't hear the term used as much when talking about physical activity and active transport. Here's a blog I wrote for @foodactive.bsky.social. Interested to hear what others think: foodactive.org.uk/guest-blog-t...

Following on from HEG's launch of the 'Food Policy & Planning toolkit' yesterday, our Director of Research @robinireland.bsky.social discusses how local authorities can harness the Healthy Weight Declaration to support active travel and physical activity. Read the blog here 👉 lnkd.in/eZzzgQ6x

Excellent piece. Funny how those who say they want politics out of sport practice exactly the opposite. www.heraldscotland.com/politics/249...

Yep, sport is political. Did you really ever think otherwise?

Textbook Commercial Determinants of Health: “McDonald’s has thwarted attempts to stop it opening new outlets by stressing that it sells salad, promotes “healthier lifestyles” and sponsors local children’s football teams.” www.theguardian.com/society/2025...

The discussion needs to be wider than individually-focused solutions. We have to build healthier environments. www.theguardian.com/society/2025...

Spread the word. We’re enticed into smoking when we’re young often by the glamorous world it seems to present. Sadly it never feels that way when the years start to add up. David Lynch RIP. www.theguardian.com/film/2025/fe...

The marketing works. Of course it does and the gambling industry knows it too well. www.theguardian.com/society/2025...

We know we have a problem when organisations resist independent monitoring. Complete cop-out by FIFA. www.theguardian.com/football/202...

No great surprise to be honest. Will include as an example in my session on Commercial Determinants of Health to MPH students. www.theguardian.com/business/202...

Sport certainly does matter: www.theguardian.com/sport/2025/j....

Social media is used regularly to promote football club sponsors. Younger fans are often targeted. www.theguardian.com/football/202...

It works but clearly not a solution for all. We have to focus on building healthier environments as a priority. www.bbc.co.uk/news/article...

Bet365 boss takes £126m pay cut despite profit: Pay cut? Good grief. The profits of the gambling industry are obscene. www.bbc.com/news/article...

The continuous marketing and ensuing consumption of sugary drinks is damaging our health globally: www.theguardian.com/global-devel...

Always follow the money when companies promise easy fixes. Of course there is a role for weight loss drugs but a very small role in comparison to the fixes we need to make to our obesogenic environments: www.theguardian.com/business/202...

The role of the food industry in addressing overweight and obesity. This piece from Scotland. www.heraldscotland.com/news/2482856...

The junk food crisis harming Britain’s children www.ft.com/content/b503... A. It'll not be solved by Celeb Chefs in Schools Self regulation Cookery classes Campaigns B. It'll be solved by govt regulation With interventions focused on price, advertising, reformulation, availability

Never ever such a thing as ‘easy money’: www.theguardian.com/money/2025/j...