Union's Horizon 2020 research and innovation - Crowdfunding and Sustainability in Sports - European ...
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EFDN Conference April 13, 2021
Crowdfunding and
Sustainability in
Sports
This project has received funding from the European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 893858
// 1
International Projects in Sustainable Football 3
Crowdfunding as a Means to Sustainability 4
Communicating Sustainability in Your Community 5
CONTENTS
2
International
Projects in
Sustainable
Football
SDG
Striker
PlayGreen
// 3
Project Details
Partners:
• Sant’Anna School of Advanced Studies (Coordinator)
• ACR+ (Association of sustainable cities)
• AMIU Genova
• Italian National FA
• Romanian National FA
• Swedish National FA
• Lipor (Porto Portugal)
Funding: European Union LIFE Programme
Main Objective:
https://lifetackle.eu/
Develop replicable strategies for more sustainable football
stadiums, especially with regard to matchday sustainability
in issues such as waste management and transportation.
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Key Findings Clubs are motivated to take environmental
action
Survey of Club Mangers
https://lifetackle.eu/news/article/life-tackle-publishes-a-new-
report-on-the-survey-of-football-managers
// 5
Key Findings But concrete sustainability measures lag
behind
Survey of Club Mangers
https://lifetackle.eu/news/article/life-tackle-publishes-a-new-
report-on-the-survey-of-football-managers
// 6
Key Findings
Extremely strong environmentalist attitudes
amongst football fans
Survey of fans on Match days
1,423 fans in Italy and Sweden
https://lifetackle.eu/assets/files/Report_survey_manager_LI
FE_TACKLE.pdf
// 7
Key Findings
Fans have an expectation that football clubs
take environmental action
Survey of fans on Match days
1,423 fans in Italy and Sweden
https://lifetackle.eu/assets/files/Report_survey_manager_LI
FE_TACKLE.pdf
// 8
Project Details
Partners:
• Ecoserveis (Coordinator)
• Sant’Anna School of Advanced Studies
• TDM2000 (youth activism network)
• French National FA
• Norwegian National FA
• Swedish National FA
• MAFA (Lithuanian grassroots football assoc.)
• acff (Belgian grassroots football assoc.)
Funding: ERASMUS+ EU Programme
https://www.greencoacherasmus.eu/ Main Objective:
Improve the monitoring and sustainability of football
events of all sizes.
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Project Details
Partners:
• Ecoserveis (Coordinator)
• ENGSO (grassroots sport network)
• Estonian National FA
• Malta National FA
• MAFA (Lithuanian grassroots football assoc.)
• Voetbal Vlaanderen (Flanders grassroots football assoc.)
Funding: ERASMUS+ EU Programme
Main Objectives:
1. Create volunteering opportunities focused on sport and
environment for young people to engage with
https://www.playgreenproject.eu/
2. Create a European network of organisations enhancing
sustainability in grassroots sports through volunteering
programs and sharing of good practices
// 10Project Details
Partners:
• Ecoserveis (Coordinator)
• Energy Institute at JKU (Scientific lead)
• Norwegian National FA
• Scottish National FA
• Portuguese National FA
•
SDG Striker EFDN (Lithuanian grassroots football assoc.)
Funding: ERASMUS+ EU Programme
Main Objectives:
Develop concrete ways to improve sustainability in
football organisations in three major areas:
1. Use of renewable power (PV)
2. Energy efficiency
3. Environmentally-friendly artificial turf
// 11Turf filler Alternatives
Potential Alternatives:
Standard infill material: TPE (Thermoplastic Elastomers)
crumb rubber from tires EPDM (Ethylene Propylene Diene Monomer)
that are ground up and Sand
recycled. SBR (styrene- Organic materials: Coconut fiber/husk/peat,
butadiene rubber) cork, rice husk, walnut shells, sugarcane,
Used by 90% of wood fibers
existing turf in Europe
and USA
Source: Eunomia Research & Consulting Ltd for FIFA 2017
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Source: Lassen et al. 2015; Bauer et al. 2017The interesting problem of
SDG Striker turf-filler
The Problem:
• Common artificial turf filler (SBR) release
microplastics into the environment
• ECHA plans to ban this filler within the next decade
The Solution:
SDG Striker will test and assess Wood Chip infill as a
alternative
1. Is this an environmentally-friendly alternative?
2. Does it work in practice?
// 13Artificial turf football pitch installations in Europe
Source: Hann et al. 2018
// 14Project Basic Info
Coordinated by Energy Institute JKU, in Linz,
Partners
Austria
Began in Sept. 2020, runs through Aug. 31,
Energy behavioral Energy in Crowd-funding
scientists buildings experts Experts
2023
9 Partners in 7 countries
International
A realization of the UEFA - EC cooperation Football Association Azerbaijan Football
communications of Ireland Association
agreement
MFF as a private FC Lighthouse
Network of football Energy services French Football
clubs, leagues, and
football associations company Federation
// 15The GREENFOOT Concept
Energy sustainability for football buildings;
Energy citizenship for football fans
//Value Chain for Energy Efficiency Improvements // 17
Get involved with GREENFOOT!
• Join the project mailing list, and find out how your organization can take advantage of GREENFOOT benefits to:
• Your CSR goals
• Your relationship with your fans and community
• The comfort and functionality of your buildings
• The health of your community and your planet
• Your bottom line – save money and create revenue!
• Sign up for our Mailing List: greenfoot-project.com
• Or Follow: @JedCohenEcon on Twitter
// 18Social Media
@greenfoot2020 GREENFOOT Project @greenfootproject
// 19Deliverable 2.1:
Report on best practices for successful
community-based investments in Sports
Available at: Greenfoot-project.com
Crowdfunding
in European
Sports
Photo from Unsplash.com and Vienne Reyes
// 20Definition of Crowdfunding
Crowdfunding is the practice of funding a project or venture by
raising small amounts of money from a large number of people,
typically via the Internet.
• Open call to raise funds for a specific project
• Anyone with access to the internet can participate (potentially)
• Through an Internet-based platform (specialised website)
• Offers tangible or intangible benefits in exchange for each
financial contribution
Slide courtesy of European
Crowdfunding Network // 21Four types of crowdfunding
REWARDS
EQUITY
Supporters
Investors
Good for: Charity, research, pre-
Good for: Start up business
sales without giving up equity
Returns: 5-10 years
Rewards: 3-12 months
$$$
$$
LENDING DONATION
Investors Supporters
Good for: Main street Business Good for: charity
Returns: 1-3 years Rewards: Progress
$$$ $
Slide courtesy of European
Crowdfunding Network // 22The EU Crowdfunding Market
• Crowdfunding market in the EU is steadily growing
• Lending and Equity are the leading models
• Reward-based crowdfunding is increasing
Mil
• Average success rate per model:
• Donation-Based: 69%
• Reward-based: 66%
Cambridge Centre of Alternative Finance, The Global Alternative
Finance Market Benchmarking Report, 2020
• Lending: 83%
• Equity: 81%
Slide courtesy of European
Crowdfunding Network // 23//
//
Barriers and Drivers to Crowdfunding
Success in Sports
Type of Barriers Drivers
crowdfunding
• Risk • Environmental appeals, which bring in a broader group of investors
• No belief in the durability of the investment • Involvement of people, faces to the campaign, especially women
Green and/or
energy campaigns • Poor understanding of the purpose of the investment • Wide network, multiple points of contact to potential funders
• Competitive situation – if there are many campaigns with • Community benefits
similar purpose
• Non-transparent structure of investment and ownership • Amplifies a commitment to an idea
• Non-transparent risk structure • Connection to the fandom/sport community
Sports-related
campaigns • Usually used for funding individual athletes or smaller teams • Creative multimedia, many pictures
of the second league, barriers to funding in the case of larger
• Transparency of ownership
entities may be encountered
• High levels from fewer individuals may be more feasible due to
strong emotions.
• Smaller levels may be driven more by emotional payback and
ability to support the club.
• Desire to support the club/goalReasons to consider
Crowdfunding:
1. Gives fans a unique opportunity or
investment
2. Can help quickly finance a project with a
low interest rate.
3. Publicizes your project / CSR push by
default
4. Grow closer to your fan base through join
positive action
5. Awareness building –
Transformative potential comes
from leading society towards a
sustainable future
Body Level One
Photo by Jordon Conner on Unsplash
// 27Leading Society Towards a
Sustainable Future
• We need citizen participation to enable a sustainable energy system and a
sustainable future
• Rule of thumb: ~10-20% of EU citizens can be motivated to join the energy
transition. Depending on the incentives and the topic (financing, tech
adoption, service provision, power generation, etc.)
• Football is the most popular sport in Europe and the World; 1.12 bil. People
watched France vs Croatia in the World Cup
• Energy topics are rarely available in crowdfunding, crowd-investing schemes
Crowd
Transformational
funding
potential!
Energy
Football
Efficiency
// 28Communicating
sustainability to your
fans and community
Best practices from the scientific
perspective
// 29What to communicate?
• Your organization’s actions on sustainability
• Concrete actions that fans and community members
can get involved in
• Immediate negative impacts of environmental
degradation in your area
• Immediate positive impacts of environmental actions
in your area
// 30How to inspire sustainable action?
• Focus on the benefits to the human environment
• Job / economic opportunities
• Improvement to local environmental quality
• Improvement to human health (air quality!)
• Improvement to the status and architectural appeal of
the area
• Motivating sustainability as a reaction to Climate Change
is generally less impactful
• Offer immediate follow-up through concrete (small) steps
// 31You can also read
