Hooligans: Nice guys or the last alpha males? A study of Swedish football supporters’ self-image. There are several problems with using the terms hooligan and hooliganism, as these are not emotionally neutral. The media as well as other parties use these terms uncritically to indicate a number of different phenomena. I will argue about the importance of understanding the complexity of the various aspects of supportership. This includes an understanding of the many facets of supportership as well as the numerous different contexts in which the people involved are acting in. The article clarify how Swedish football supporters – labelled hooligans by the media, sports clubs and the general public – describe themselves, their background, how they regard hooliganism, violence and why they engage in it. The study is based on interviews, and the informants’ self-image and opinions about hooligans and hooliganism will be analysed using the concept of identity as well as masculinity theory.