This study explores the complexities and ambiguities of the recent increase in criticism among football supporters of so-called "modern football." Drawing on existing elaborations of the concept of reflexivity in sociology, this contribution theoretically extends the hegemony/resistance analytical framework that has commonly been used to portray the criticism of football supporters in strict opposition to neo-liberal trends. The examination of the social and symbolic mechanisms surrounding anti-neo-liberal campaigning suggests that the slogan has been embraced by heterogeneous actors with contrasting topics, values, beliefs, and opinions. Considering the different reactions of contested anti-neo-liberal institutions and the context in which these processes take place, it has been demonstrated that protests and reflexive discursive practices can both inhibit and enhance the transformative potential of the "Against modern football" slogan.