A football season ticket is one hell of a commitment! It's okay if you're guaranteed a good time - sexy football and three points a la Manchester City - but supporting a club of West Ham's stature is a marriage of convenience. In Fortune's Always Hiding, Paul Brand takes us through the Hammers' recent history, with a fan's-eye view that reads like 'The Secret Diary of a West Ham Fan Aged 403/4'. Chronicling a turbulent few years, from the final days at Upton Park to a European semi-final, this captivating account will resonate with anyone whose happiness is unwisely invested in the fortunes of their favourite team. Taking in fit and proper owners, the Leicester fairy tale, VAR, corporate greed, Covid lockdowns and the Three Lions renaissance (which has similarly teased success without delivering), this book is a must for Hammers devotees and anyone else who finds themselves disillusioned with the modern game but in too deep to ever give it up.