Huddled around a personal computer in a community center in Eltham, a suburb of London, a group of young people is devising a plan to secure sponsorship for a football (soccer) team. Among them is 19-year-old Kieran (not his real name), who is trawling the Internet for clues on how to attract commercial patrons. Logos and advertising on football stadiums and the shirts of Premier League football players flash across the screen.

As a child, Kieran did not much care for school. As someone who...

Want more? Sorry, the full text of this article is only available to subscribers. Subscribe now.

Already a subscriber? Please log in by entering your email address and password into the red login box at the top-right corner of this page.

Need to register for your premium online access, which is included with your paid subscription? Register here.

Tracker Pixel for Entry