Our History
In 2020, as the signs of the climate crisis grew impossible to ignore, footballer and environmentalist Morten Thorsby realised something was missing – football’s voice. He founded We Play Green to give the game he loves a purpose beyond victory – to protect our planet, our nature, and the future we all share.
Morten Thorsby
WPG Founder and football player for Genoa CFC
( Swipe cards for timeline )
2015
Bicycles for Herenveen
In 2015 Morten convinced his club Heerenveen to buy bicycles for players to ride from the training center to the stadium – a small but symbolic step toward a greener game.
2017
Stop playing football?
In 2017, Morten thought about leaving football to fight the climate crisis full-time. His family stopped him with one simple truth: “The best way to help the planet is to be the best footballer you can be.”. So he stayed — and made football his way of making a difference.
2020
WPG Established
In 2020, a meeting with Italy’s Minister of the Environment, Sergio Costa, inspired Morten to connect the world’s most followed sport to the world’s most urgent challenge.
We Play Green was born – a global non-profit foundation dedicated to mobilizing the power of football for the planet.
2021
Choosing #2
When Morten was asked what shirt number he wanted in 2021, he thought carefully. After talking with his family and friends, he chose #2 – because #1.5 wasn’t available. The number stands for the Paris Agreement goal of keeping global warming under 2°C – and for something deeper: we all have a role #2play.
2022
European Tour
In 2022, We Play Green took its message on the road — meeting with some of Europe’s most influential leaders and institutions. From EU climate chief Frans Timmermans to UNEP, FIFPRO, and UEFA, the goal was to share a vision of how football can help accelerate the green transition.
2023
UEFA Respect Forum
In 2023, Morten took the stage at the UEFA Respect Forum, where he spoke openly about football’s role in the green transition. His heartfelt words resonated deeply – earning applause and inspiring reflection among football leaders from across Europe.
2024
Rainforest Campaign
In 2024, We Play Green, the Rainforest Foundation Norway, and Empowered TV joined forces to protect the lungs of our planet – the rainforest – and the shared future that depends on it.
2025
TV2 Documentary
In 2025, TV 2 proposed producing a four-part documentary series about Morten’s work with We Play Green – featuring stories about his engagement in sustainable food production, ocean protection, textile waste, and green politics. The series is set to air in spring/summer 2026.
Our Approach
The truth is, the planet will endure – but our future depends on how we choose to play today. By inspiring and mobilizing players, clubs, fans, sponsors, and grassroots families around the world, we turn football’s passion into purpose – and love for the game into action for our shared future.
Our Vision
A World United by Green Will
The triple crisis – pollution, nature loss, and global warming – threatens the home we share. Our vision is a world where people stand together in understanding, compassion, and action – united by the will to protect life on Earth.
Our Mission
Bringing the football family together to play for our future.
Football connects more than five billion people – a global family bound by passion, teamwork, and love for the game. Together, we hold the power to create change far beyond the pitch. We Play Green’s mission is to unite this family – players, fans, clubs, and partners – to turn passion into purpose and build the Green Will our planet needs.
Our Audience
Our Family
The audience is our football family, counting more than 5 billion people cross cultures, religions, politics, borders and society. We are bound together by passion, teamwork, and love for the game. Through this connection, We Play Green aim to turn emotion into inspiration – and inspiration into action for our planet.
Our Projects
Inspiration and Contribution
Our projects grow Green Will through Inspiration and Contribution. We begin by awakening inspiration – helping people see and feel why the green transition matters to us all. Then we nurture contribution – empowering people to live greener, stand behind bold climate policies, and share the cost of change so that the shift can truly happen.
Meet the team
Our dedicated team working with We Play Green every day.
We Play Green
Morten Thorsby
Founder
We Play Green / Frippy Prosjekt AS
Espen Thorsby
Chairman and Project Manager
Storvik & Bjerkeng AS
Vebjørn Storvik
Copywriter and Content Manager
Storvik & Bjerkeng AS
Lars-Otto Bjerkeng
Design & Development
Advokatfirma Kleven & Kristensen DA
Mats Aas Larsen
Member of the Board
Frippy Prosjekt AS
Pia Thorsby
Project Manager