Shakhtar (the miners, in tribute to the region's mining past and present). Fans with their scarf collection, with their team mascot, the mole (underground, get it?) fans getting married, and much more.
Jasper Visser has mentioned about the importance of creating tribes who care about and support museums and other cultural organizations--and soccer fans are definitely tribes, but highlighting those fans who support the team seemed like something that could transfer to another setting. Should museums recognize their fans? How?
And, a brief shout-out to Donetsk for their many new information kiosks, with maps in three languages, including English, as a run-up to the Euro 2012 event!