Green Football Weekend won the ‘Campaign of the Year’ award at the 2024 BASIS Awards, impressing judges with its ambitious, far-reaching goals and measurable impact on sustainability in sports. As a campaign that brings the entire football community together, from clubs and fans to government ministers, Green Football Weekend demonstrates the transformative power of football in addressing climate change.
What is Green Football Weekend?
Green Football Weekend is an annual nationwide campaign that harnesses the unifying power of football to promote sustainability and climate action. It brings together clubs, players, fans, broadcasters, and communities to raise awareness of environmental issues and encourage action. By leveraging football’s broad appeal and influence, the campaign addresses key sustainability areas such as energy use, food waste, and sustainable diets, while engaging audiences who may not typically be involved in environmental conversations.
Why Green Football Weekend Stood Out
- Scale and Ambition The campaign garnered attention due to its national scope, engaging over 30 million people and involving more than 100 professional football clubs, along with grassroots clubs, schools, and communities. By mobilising fans and players alike, the initiative transcended typical boundaries, making sustainability a mainstream conversation in football.
- Broad Appeal Unlike many sustainability campaigns that focus on already-engaged communities, Green Football Weekend succeeded in bringing together the entirety of the football ecosystem. Fans who had previously not engaged with environmental causes were drawn into the movement, evidenced by survey data showing that 64.9% of participants had either not considered or delayed taking eco-friendly actions before the campaign. The initiative applies to the broader population, encouraging widespread dialogue about climate action, food sustainability, and reducing environmental impact.
- Impressive Impact Metrics Green Football Weekend delivered remarkable results, with 87% of fans stating the campaign raised their awareness of the environmental impacts of personal actions, while 81% expressed a newfound determination to tackle the climate crisis. These figures are a testament to the campaign’s success in driving tangible behaviour change, reinforcing BASIS principles of engagement, education, and sustainability.
- Complexity of Collaboration Orchestrating an initiative of this magnitude required managing numerous stakeholders, including clubs, broadcasters, and government bodies. Green Football Weekend’s collaboration with the Department for Culture, Media, and Sport (DCMS), along with its success in bringing sustainability into policy conversations, distinguished the campaign as a true leader in cross-sector partnership for climate action. The campaign also laid the groundwork for international projects, expanding the model globally in countries like Brazil, Australia, and the USA.
Sustainable Impact
The initiative not only raised awareness but also empowered real, sustainable action. By promoting vegetarian options at football matches, Green Football Weekend tied food sustainability to fan behaviour and player performance, a key focus of the 2024 campaign. As clubs adopted new sustainability practices, 90% reported a direct increase in their environmental efforts. These efforts align closely with BASIS principles, particularly in promoting sustainable food options and reducing waste, while also integrating health and performance considerations.
Legacy and Future Aspirations
Green Football Weekend’s lasting impact goes beyond a single event; it has paved the way for future initiatives that continue to engage football communities and drive long-term sustainable change. The campaign’s success in initiating policy discussions, both in the UK and internationally, signals the potential for football to play a more prominent role in climate advocacy. By establishing ‘Earth FC’ and collaborating with the Brazilian government ahead of COP30, Green Football Weekend is now an international blueprint for sports-driven sustainability.
