In 2014, Boaventura de Sousa Santos awoke the global sociological community to the need to privilege ‘humanization’ in the exploration of transnational solidarities. This article presents the cultural consumption of a football club – Liverpool FC – to understand the common ‘love’, ‘suffering’, ‘care’ and ‘knowledge’ that fans who are part of the ‘Brazil Reds’ or ‘Switzerland Reds’ (although not all fans engaged in such communities are ‘from’ Brazil or Switzerland) experience. The argument is that the global North lexicon of social class, ethnicity, gender and, especially, nationality is less significant as starting points for analysis than humanization through shared love, which consolidates Liverpool FC fans’ transnational solidarities. Accordingly, the article calls for the epistemologies of the global South to be used to understand the practices of cultural consumption that constitute activities in the sphere of everyday life, such as those involved in ‘love’ for a football club.