04. The Syllabus: E. Sport and Climate Communication
Fields Of Change: A Sustainability Handbook
Here are some case studies from the football context:
YOUNG GUNNERS ARSENAL ACADEMY
WARMING STRIPES READING FC
Another Football For Future project used a different focus to the Wolves project by delivering educational workshops to young people. The focus was on how climate impacts football, which was tangible and relatable for these young sports fans.
We worked with them to design a campaign through which they could educate their social media followers to educate others about what they learned. This is another way through which one activity can have cascading impacts and a legacy - by empowering young people to carry forward their learnings and pass it on to others.
Reading FC introduced a home kit in 2022/23 which feature the climate warming stripes, a well-known visualisation of global warming created by climate scientist Prof. Ed Hawkins at the University of Reading, on the sleeves.
This is a great example of communicating sustainability through sport as the stripes are subtle, non-disruptive to the traditional Reading kit and brand, and look aesthetically pleasing. The fact the warming stripes are a visualisation created by a respected academic gives the campaign academic credibility, and the strong connection to the local identity, as Prof. Hawkins is based at the university in the same town, gives authenticity and a sense of purpose.
WOLVES FC
ONE PACK, ONE PLANET
Image: Football For Future’s educational workshop with Arsenal academy players
Football For Future worked with Premier League club Wolverhampton Wanderers, also known as Wolves. The project started with internal communication, delivering staff training to people from across the organisation. This led to internal inspiration from within the club to develop their ‘One Pack, One Planet’ sustainability commitments, which then was able to involve players in its launch and promotion. The strategy was launched at a ‘sustainable match day’, with information communicated to supporters through the matchday programme and on big screens, and featured on Match of the Day, the biggest football TV programme in the world.
The campaign used the brand and identity of the club, using the terminology of the ‘pack’ to relate it to ‘Wolves’, making it relatable to fans and distinctive to the club. What this demonstrates is how internal communication and training can generate ideas and momentum for impactful external initiatives.
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