The aim of this article is to analyse the decrease in the violence permitted and exerted in the field of gambling in the early 1990s in Spanish professional football. To this end, qualitative research has been carried out, including 31 interviews, including eleven professional footballers, eleven coaches, five journalists and three referees active in the period under review and one historian. The sample was selected through convenience sampling and a snowball capture technique. These interviews show that violence was part of professional ethics and that it was reduced through double coercion, increased disciplinary rigour and media reporting. This pacification was part of the imposition of the new hegemonic discourse of entertainment football linked to changes in the business model. As a result, the identity of footballers was less linked to traditional masculinity, and they had to develop new skills of higher cognitive weight to adapt. Abstract The objective of this article is to analyse how exerted and relieved violence was reduced in Spanish professional photo in the nineties decade. In order to do so, a qualitative research is undertaken carrying on 31 in-depth interviews, including eleven footballers, eleven football managers, five journalists and three referees, all active during the period under study, and one historian. A theoretical sample was designated, and participants connected through a snow ball technique. The interviews show that violence was part of the professional ethics, and that its reduction was made possible through the harvesting of the medicine and the pressure from the media. This pacification was part of a new discourse of show business linked to the commuting process in place. Footprint’ identity was in turn less defined by a traditional male, having to speed up new cognitive skills to deal with the new context.