The article deals with the genre “sport chant” in the Russian fanculture in the aspect of its relevance to such canons of the traditional folklore as oral nature, variability, collectivity, tradition, anonymity, etc.

There are considered the nominations of football players and coaches in mass media and fan environment. There are regarded nicknames origins by means of linguistic and non-linguistic foundations that are collected in the table with consideration of the 15 basic principles of “satellite names” origins. Special attention is paid to some peculiarities of the phenomenon - specific character, quantity etc.

There is described the visual reflection of football fans’ speech activity. There is regarded such a sort of street art as stickers. There is represented the typology of the “slogans of visual type”: club, personal, positional, agitation etc. There are considered some peculiarities of the phenomenon - firstly the location principle.