'Robin Ireland has applied his forensic eye and talent for narrative to a subject dear to many of our hearts. This is a must-read for anyone who wants to understand the modern version of the beautiful game and how we got here.'
Rob Davies, The Guardian
‘This book is more than a simple club history. Ireland seamlessly blends insights into the business of football with details of the dramatic shifts in British politics, society, and culture during a half century that saw the national game transformed.'
Cameron Huggett, Along Come Norwich
'Informative, entertaining and lavishly illustrated, Cutting the Mustard provides an insightful Norwich City perspective on transformative changes in the English game.'
John Williams author of Football in Wind and Rain
‘A compelling combination of personal, social and sporting histories that tells us so much about the game we love.’
Ben East, The Observer
‘In this compelling book, Ireland weaves a story combining social history, his passion for Norwich City and his reflections on the commodification of English football. An impressive contribution that will appeal to fans and critical thinkers alike.’
Professor Christopher Bunn, University of Glasgow
‘Football has become increasingly commercialized over the past half century. Robin Ireland adroitly traces this development through a case study of Norwich City, a provincial club, but contextualising their financial and playing fortunes within the big picture. The book is a reader-friendly combination of text and illustration, drawing on archival material and club memorabilia.’
Wray Vamplew, Emeritus Professor of Sports History, University of Stirling
'This captivating book takes us on a fascinating journey through time, as the beautiful game became big business. The tale combines three of Robin's major passions - football, Norwich City FC, and exploring the relentless rise of commercialisation in sport. This book is not just for Norwich fans; it's for anyone interested in how companies, brands, and money can dramatically shift the needle even on something as sacred as our national sport. A must-read.'
Professor Emma Boyland, Chair of Food Marketing and Child Health, University of Liverpool
