Four focus groups were held with the following supporter groups:

• Premiership Supporters – Older (Aged 45 and over)
• Premiership Supporters – Younger (Aged under 45)
• Non-Premiership Supporters
• General Supporters

The sessions were held online on the 20th and 21st May 2024. Across the four focus groups we were able to obtain representation from all levels within Scottish football including supporters of Premiership, Championship, League One, League Two and Non-League clubs. We were also to obtain representation from both male and female fans, with the latter accounting for around 10% of participants. Anonymised verbatim quotes have been used throughout this document to illustrate findings and these have been labelled by which club the participant supported and, for Premiership supporters, their respective age grouping.

Fans do naturally differentiate between types of sponsors and whether they were comfortable with them or not. Opinion varied from fan to fan, but companies and industries that created discomfort included: Gambling, Alcohol, Cigarettes/Vaping, Money lending/financial, Human rights abuse...