Using analytics to unleash the power of football to tackle climate change
We partnered with Green Football Weekend to provide powerful analytics that enabled their initiative to be seen by over 27 million people on social media. The initiative was awarded Campaign of the Year by the British Association for Sustainable Sport.
What is Green Football Weekend?
150,000 football matches are cancelled every year due to flooding.
In 25 years, it’s predicted that a quarter of club grounds will flood each year.
But if every UK football fan ate just one vegetarian meal per day, the carbon savings would be the equivalent of 5.5 million cars off the roads. Together, we can make a difference.
Green Football Weekend is a yearly initiative to bring together millions of football fans to take climate action, encouraging clubs to score “goals” by proving that they have made changes to positively impact our planet.
Green Football Weekend is supported by the English Football League, the FA, the Women’s Super League, The Jeremy Coller Foundation, The Vegetarian Society UK, The Humane Society International, Football for Future, Sokito, First News, and SI Games.
Our partnership
Green Football Weekend is run by Count Us In, an organisation that brings people together to take high impact steps to address climate change.
exceptional™ first partnered with Count Us In in 2023, working with Green Football Weekend to provide vital analytics that allowed the campaign to reach its full potential. By helping Green Football Weekend understand the elements of its campaign which were driving the most engagement, exceptional™ enabled the team to respond to fan interest in real time, amplify the parts of the campaign which were working best, and ultimately drive greater engagement from fans that increased the carbon emissions saved.
The exceptional™ results
With exceptional™’s analytics expertise, Green Football Weekend 2024 was to mobilise fans to make a huge impact:
Green Football Weekend awarded Campaign of the Year by the British Association for Sustainable Sport.
30M+ people were reached.
880M potential social impressions (the number of times Green Football Weekend might have appeared in people’s social media feeds).
19.8K actions and pledges taken by fans across the UK.
100+ footballers, pundits and famous fans got involved, including Peter Crouch, Gary Lineker, Scarlette Douglas, Jen Beattie, Katie Zelem and Raheem Sterling.
The exceptional™ impact
“exceptional, obviously have incredible knowledge and expertise around analytics.
It gave us really critical evidence to make quicker, better decisions, so that we were making sure we were squeezing every last drop of potential out of the campaign in terms of how we were engaging people and really having as much information to understand our audiences as possible.”
Sarah jacobs, co-founder, green football weekend