Football fans are increasingly concerned about the impact of fossil fuel investment on their beloved clubs. According to a recent study conducted by clean energy experts egg, nearly half (47%) of fans would feel uneasy, sad, or frustrated if their club partnered or received sponsorship from a fossil fuel company. This sentiment is fueled by the growing awareness of the negative effects of fossil fuels on the environment and the concept of ‘sports washing’, where companies use sports partnerships to improve their public image.
The study also revealed that 38% of people believe football clubs need to do more to offset the damage caused by fossil fuel investments. This concern is particularly strong among the younger generation, with 76% of Gen Z agreeing that larger clubs benefiting from fossil fuel wealth need to step up, compared to 72% of Millennials and 48% of Boomers.
As sustainability becomes an increasingly important issue for many Brits, only 11% of fans believe that football clubs are going above and beyond with their sustainable practices. This sentiment is shared by 48% of Boomers and 42% of Gen X, compared to 32% of Gen Z and 34% of Millennials.
When asked about what areas clubs should be investing in for the future, 64% of fans stated sustainability programmes and stadium upgrades as the most important aspects. They also expressed a desire for less money to be spent on players’ salaries (37%), player transfers (29%), and executive staff salaries (27%).
In addition to financial concerns, fans also want to have a say in how their club is run. 48% of respondents stated that they would like to have more input into the decisions made by their club.
The study also looked at what fans would do if they were a football club owner for a day. The top three priorities for fans were to reduce ticket prices (53%), put more money behind youth academies (36%), and offer free tickets to those who cannot afford them (32%).
Looking towards the future, nearly a quarter of fans (22%) listed making football stadiums solar powered as one of the top five changes they would like to see their club make by 2030. Other changes included better recycling facilities and more sustainable travel options for players.
Chris Houghton, CEO of egg, commented on the findings, saying, “With fans demanding clubs to rethink their spending to prioritize people and planet, the future is looking green.”
It is clear that football fans are becoming increasingly aware of the impact of fossil fuel investment on their clubs and are calling for change. With the younger generation leading the way, it is likely that sustainability will become a key focus for football clubs in the coming years.
Press release distributed by Pressat on behalf of egg, on Friday 28 March, 2025. For more information, please contact [insert contact information].
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.