“It is coming home to Rome” – social engagement and creativity in reactions to England national football team losing Euro 2020

Purpose - The purpose of this commentary paper is to analyze the burst of joy experienced by global football fans when England lost the final match during the Euro 2020 against Italy. Design/methodology/approach - The author worked with netnography (Internet ethnography), gathering material from the internet. Findings - The author would consider the emotional explosion as a creative expression that was possible to happen through football. Football is not only a part of popular culture, it also creates it. It acted as a platform allowing for emotional engagement and covering different issues connected to global politics. Research limitations/implications - It is just a small study based on very limited material (Internet sources). However, it highlights every-day use of Internet and the possible amplification of certain sentiments if allowed. Practical implications - Methodologically, it shows how Internet sources might be used when connected to football. It also provides an insight how Internet users can exchange opinions using sports (e.g. football) as a background. Social implications - This text highlights that football can be used as a platform do express/discuss difficult issues and that average citizens can be heard just because the platform is football. Originality/value - To the author’s knowledge there is no academic text with this issue in focus yet.