Why the #Morethanfootball Action Weeks?
Football has always held a special place in society, from the inception of the modern game in 19th Century Great Britain all the way through to the present day, where there has been a growing recognition of the role football can play in social development, not just in Europe but worldwide. Clubs, leagues, associations, governing bodies and many other stakeholders have in recent years understood that the exponential growth in popularity and commercialisation of the game brings with it an increased responsibility towards society as a whole. There is an increasing body of research becoming available looking into the impact sporting organisations have in tackling critical issues such as racism, health and wellbeing, youth unemployment, social inclusion and school attainment while promoting important values such as team spirit, solidarity, tolerance, social responsibility and fair play. CSR, therefore, provides an opportunity for al
l organisations involved in football to demonstrate their accountability and commitment to society but at the same time engage with their supporters and local communities, enhance their reputation, develop brand loyalty and foster competitive advantage.
That said, the growing level of excellent community and social development work being carried out across the world of football on a daily basis, rarely gets the coverage and attention it deserves by the mainstream media. It’s for this reason that the UEFA Foundation for Children, ECA and European Football for Development Network have teamed up to support the #Morethanfootball Action Weeks. The objective is to not only inform fans, sponsors and the wider football family of the various current CSR projects and initiatives but to also provide inspiration and ideas for other clubs, leagues and associations to become active in their communities. Building on the success of the previous 2 years of #Morethanfootball Action Weeks, the aim now is to use the momentum generated from the Action Weeks in 2019 to create an ongoing movement, providing the platform for professional football organisations to promote the power of football throughout the year.