Nature Clubs

Purpose

To build value for clubs and national teams while driving Green Will among their fans and supporters.

About the project

Research from Brand Finance shows that billions of dollars in value can be gained when organizations strengthen their sustainability efforts and communicate them effectively. At the same time, billions are at risk from inaction — leading to accusations of greenwashing or sustainability initiatives that fail to resonate with audiences.

Based on these insights, We Play Green has designed Nature Clubs — a jointly branded campaign concept for clubs and national teams. It combines football’s influence to build Green Will among fans with We Play Green’s ability to generate measurable financial value for the clubs and teams themselves.

The campaign activates players, utilizes existing marketing channels, and creates events and media opportunities that unite purpose with profit. The additional revenue generated helps finance each club’s or team’s green initiatives — reducing their environmental footprint and protecting them from accusations of greenwashing.

How it works

We Play Green and participating clubs or teams enter a 1–3 year campaign partnership with a customized activity plan and shared responsibilities. A pilot collaboration with Genoa CFC — Morten Thorsby’s club — was close to signing before the team changed ownership and faced financial difficulties. The concept, however, is ready to scale — turning football’s influence into measurable environmental and financial impact.