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This paper examines the role of collective memory in the protection of "traditional" sociocultural and symbolic aspects of football vis-à-vis the processes of commodification and globalization. Empirical evidence that underpins the analysis is drawn from a multisite ethnographic study of football fan activism in the Czech Republic, Italy, and England, as well as at the European level. The authors argue that collective memory represents a significant component of the supporters' mobilization and is related to the protection of specific football sites of memory, including club names, logos, colors, places, heroes, tragedies, and histories. The authors further explain that collective memory operates through three interconnected dimensions: embedded collective memory, transcendent collective memory, and the collective memory of contentious politics. [ABSTRACT FROM AUTHOR]