Football supporters worldwide organise protests, petitions, campaigns, workshops and congresses and are engaged in political lobbying. These expressions of supporters’ activism are nourished by both discontent with developments in football culture and an effort to change them. The aim of this methodologically driven article is to critically examine the role of digital ethnographies in exploring these processes. To reflexively explore the complex realities of recent transformations in football culture, this research study complemented offline data with online data. The use of digital data is discussed along the following dimensions: informational, representational, epistemological and relational. It is argued that the analytical dualism employed to critically discuss the relationship between online and offline spheres should be complemented with empirical duality to fully understand the role played by the digital sphere in social reality.