Published 4 years ago.
About a 4 minute read.
Image: L-R: Rovers Shawn McCoulsky and Joseph Mills sport the team's new kit, made from 50% bamboo | Forest Green Rovers
The Rovers are proving that the popularity of sport, even at lower levels, offers a unique opportunity to spread key sustainability messages to the masses.
The NFL season may be upon us, but it is the ‘football’ (US readers, note:
The word ‘football’ here refers to soccer) made famous on the other side of the
Atlantic that continues to soar in popularity — and one club is using its power
The most recent football World Cup, held in Russia last summer, was
watched by more than half of the world’s population, with 3.5 billion people
tuning in to watch some or all of it on their TVs and smartphones. Meanwhile,
this year's women’s World Cup
final, which saw a
dominant US team defeat the Netherlands earlier this month, was
something of a watershed moment for TV viewing figures. More than 15 million
with the FOX audience (13.98 million) eclipsing that of its men’s final
audience the previous summer.
Such popularity continues to drive pay-per-view TV sales, as well as the profits
of companies that pour sponsorship money into the sport. Half of the 20 teams in
the English Premier League, considered to be the best in the world, carry
kit sponsorship of a gambling
Aside from regular anti-racism
and efforts to promote LGBT+ inclusion in sport, football’s huge captive
audience is rarely leveraged for pushing messages for social and environmental
There is one club looking to change that. You almost certainly won’t have heard
of them, especially if you live outside of the UK: Forest Green
Rovers play in the third tier of English football. The
club was founded in 1889 and plays its matches at The New Lawn stadium in
Gloucestershire, a two-hour drive from London.
Described by the world governing body, FIFA, as “the greenest football club
in the world,” Rovers won a prestigious United Nations award last year in
recognition of becoming a carbon-neutral
At the stadium, the club has gone further than most to reduce its impacts — with
an organic pitch, electric car chargers, solar panels, and even a solar-powered
A trip to the New Lawn stadium is something of showground for green living. All
of the food concession stands feature an entirely vegan menu — with veggie
burgers, pies, fries and plant-based chicken-style nuggets on offer. In fact,
Vince owns another business — Devil’s
— a vegan food company that supplies schools and local authorities with
plant-based options produced at a facility close to Rovers’ ground.
Alongside the aforementioned solar panels, which currently supply 10 percent of
the stadium’s electricity needs, the pitch is fed with a mixture of rain, drains
and spring water, and low-energy floodlights are used sparingly for evening
matches. Meanwhile, the Etesia robot mower uses GPS technology to guide it
around the field without the need for human intervention, using solar power.
The club’s chairman and owner is no ordinary chap either, as you might expect —
Dale Vince is also the founder of UK clean energy company, Ecotricity,
and a Climate Champion for the UN.
“Plenty of people doubted we could make this improbable combination of a
football club and the environment work, but it’s proven to be a powerful
combination,” he says. What he has created is a “new kind of football club and a
new kind of fan.” Billions of people have engaged with the Rovers’ story in the
last couple of years, and more than 20 Rovers fan clubs have sprung up in all
corners of the globe — a feat unheard of for a lower-league team.
All the more surprising for a sports-team owner is Vince’s anti-capitalism
stance. “The pursuit of profit has taken priority over people, over the
environment, over everything,” he says. Rather than be motivated by money, he
has his sights set on creating positive change. And his football club is a
perfect vehicle to achieve that.
The latest story Vince hopes will get people talking — and considering the
impact of plastic production and waste on the environment — is the one
concerning the club’s
kit for the new
season. In a first for football, it is made using a 50 percent bamboo mix,
drastically reducing the amount of plastic used to make most kits. Developed
with PlayerLayer, the intention is to go further in the future to create a
100 percent sustainable uniform, making use of the ultra-sustainable,
“I was pretty shocked when I found out that modern sportswear is actually made
that feels wrong to me — not just from the sustainability point of view, but for
performance, too,” Vince says.
Like most businesses — and sports clubs — entrenched systems and processes will
make Rovers a tough act to follow, especially with such a force of nature as
Vince at the helm. But as the club continues to prove that the popularity of
sport, even at the lower levels, offers a unique opportunity to land key
sustainability messages and spread awareness of environmental issues to the
masses — an idea that is only just starting to take hold in the
Published Jul 24, 2019 8am EDT / 5am PDT / 1pm BST / 2pm CEST
Tom is founder of storytelling strategy firm Narrative Matters — which helps organizations develop content that truly engages audiences around issues of global social, environmental and economic importance. He also provides strategic editorial insight and support to help organisations – from large corporates, to NGOs – build content strategies that focus on editorial that is accessible, shareable, intelligent and conversation-driving.