What is an 'online fanbase'? The growing divide among Arsenal fanspublished at 20:00 23 May
Laura Kirk-Francis
Fan writer


Moments after Arsenal's exit from the Champions League in early May, a familiar post-mortem was unfolding online.
But once the tactical analysis had been dealt with, a louder, more divisive argument appeared.
Should manager Mikel Arteta be sacked?
Those who dared to say "yes" were immediately dismissed as "online fans". This has become a loaded label given to those accused of chasing engagement and clicks, and who typically do not attend games.
Being an "online fan" in 2025 is seen as lacking in nuance and context. In contrast, fans who actually attend match days are measured, knowledgeable and unwavering in their support for the club and manager.
Why is this happening?
The most obvious representation of any fanbase is those that shout the loudest online, and Arsenal's fans punch far above their weight in global online influence. The fanbase is routinely cited in vox pops and across social media as "the most annoying".
It makes sense then that fans are keen to distance themselves from those who have earned them such an unwanted title. The separation of online and those who attend matches is a natural outcome.
But for the millions of global fans who cannot attend Emirates Stadium, and the thousands who enter the ballot unsuccessfully for tickets each game, this is an unfair oversimplification.
Given the game's global popularity, the majority of fans can only ever be "online". Those who are lucky enough to attend games watch exactly the same 90 minutes as those getting up in the middle of the night to support their team.
This digital division is also bleeding into the real world. A banner unfurled by Liverpool fans when the two sides faced each other earlier this month showed a picture of Arteta dressed as a bridesmaid, a direct reference to an online meme that Arsenal are "always the bridesmaid, never the bride".
Again this was dismissed as being the work of "online" fans desperate for attention, rather than just a playful message to a title rival. In 2025 fan culture, we have conflated being online with being overly interested in the zeitgeist and a preference for exaggeration.
This tension between the physical and digital is not unique to Arsenal but few clubs embody it so vividly.
With the transfer window opening next month, this division between fans is surely set to widen over the summer, as fans debate potential signings. But with no matches to attend, at least everyone will become an "online fan", albeit only until August.
Find more from Laura Kirk-Francis at the Latte Firm podcast, external
