Committing to regional objectives

A football club finds itself in a unique position. The combination of recognisability, the emotional bond with fans, and the central position within the area increases the probability of making true impact in the region. Though, making impact requires more than a good idea and pure intentions. It requires a strategic approach.

The key to this? Thorough research on challenges within the region and collaboration with local partners. Only this way a spot-on theory of change that genuinely addresses societal challenges can be developed. Football clubs should not limit themselves to singular impactful activities, but pursue a clear ambition, formed by the needs of the region.

A region's strongest brand

Football clubs are not just any brand. It is the region’s strongest brand. This offers unique opportunities in making social impact. As the region’s strongest brand, a football club has the unique power to create change. With the club’s significant influence in the area, it can highlight social issues, break down barriers, and raise awareness.

Moreover, football clubs are unique connectors. They bring governments, businesses, schools and residents together. Where other brands might get stuck in campaigns, football clubs can create real change - in all aspects. From volunteering initiatives to regional collaborations leading to structural change.

Gezondrijk Nijmegen

A great example of a club that takes its responsibility for the wellbeing of the region is N.E.C. With the launch of Gezondrijk Nijmegen last week, the club demonstrates their strategic and effective approach to make social impact. 

The mission? To create a healthy environment for everyone in the region of Nijmegen, the so-called ‘Rijk van Nijmegen’. Although residents of the area rate their quality of life high, there is a stark contrast between neighbourhoods—not only in physical well-being but also in social-emotional health. Gezondrijk Nijmegen is committed to reduce this gap. By working together with local partners, the foundation wants to create an environment in which everyone - young and old - can grow up, live, work, and thrive in good health.

By choosing a name that represents the region, N.E.C. shows that it wants to unite the region and truly seek cooperation with both public and private parties.

Can football clubs function as captains of the region? The evidence speaks for itself. Step by step, we’re building a healthier, stronger society — one where clubs will play a pivotal role.

For more information, check Gezondrijk Nijmegen's website.