Why is #Morethanfootball Action Week being launched?
Within the football industry, mainstream media is still primarily focussed on 1st Team matches and players of the European professional clubs. The news about the last game and build up to the next fixtures are always in the spotlights, but almost all European clubs are much more than just the 11 players on the pitch.
Community and Social Responsibility within football is becoming an instrumental role in European Football Clubs and has evolved into a strategic tool for clubs to demonstrate their accountability and committment to society, and to protect their reputation, develop brand loyalty and foster competitive advantage. Across Europe, clubs, foundations, Community Trusts, Football Associations and Leagues have a huge impact in their communities with their football based community projects, which are addressing a wide variety of social problems.
The community programmes and innovative initiatives of clubs and foundations struggle to receive attention it warrants and deserves. For this reason, the #Morethanfootball Action Week aims to give the wider European Football Community the opportunity to inform their fans, sponsors and other stakeholders about their Community and Social Responsibility programmes with this formal European Campaign.