Abstract
The article is devoted to the analysis of sports fans’ discourse which is an important part of sports communication. This discourse is examined in the light of the cognitive metaphor as an object for world cognition and modelling. The research is based on one of the most popular works of the new genre (fan
 diary) – the book written by M. Andrack, a journalist, writer and TV presenter who has a status of an experienced football fan apart from his vocation. Research methods comprise cognitive and discourse analysis, modelling, classification,
 distributional analysis applied to reveal collocations of certain lexemes. On the basis of the results of the empirical analysis, the article reveals metaphoric representations of key concepts in fans’ subculture built round «rooting »; metaphors having a common reference source (religion, magic, theatre, vehicles, medicine, erotic art, gender, etc.) are united into bigger groups – metaphoric models. The work demonstrates classic and specific (via precedent facts of life and intradiscourse import of concepts) variants for conceptualization of reality by football fans through the metaphoric reference system.
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