Super Furry Animals’ foray into football is not part of Big Music’s money grab | Emma John

The sponsorship deal between Cwmbran Celtic and the Welsh indie-rockers is a nostalgia trip rather than a cynical attempt to monetise ‘adjacent audiences’ As someone born on the cusp of the gen X-millennial divide, I am the perfect target for today’s 90s nostalgia. I played my modest, teenage part in the Battle of Britpop (verbal skirmisher, Blur division); I fervently sang – and, God help me, believed – that Things Can Only Get Better. Super Furry Animals were a band I knew only distantly, via…