Cultural Change |
Intervention Case 7

CUES Partner

ICLEI

Location

  • Spain
  • Finland
  • UK

Target Group

Football fans and local communities (including children and low-income households)

Challenge

Unhealthy eating amongst disadvantaged/low-income populations, who are at higher risk of noncommunicable diseases; unhealthy, meat-heavy food options available in sports events; limited access to education and practical skills in the area of food sustainability, nutrition and healthier eating.

Intervention

Each football club will design a tailored intervention that builds on its strengths and strong community ties to promote greater awareness and adoption of sustainable food practices. These interventions may include: introducing more seasonal, local, and, where possible, plant-based options at stadium catering kiosks; collaborating with nearby markets to highlight and improve access to short supply chain, seasonal foods; and organizing community cooking classes to build practical skills for preparing healthy and sustainable meals.

In addition, all clubs will promote these efforts through digital outreach and awareness campaigns, such as introducing a “Sustainable Player of the Match” initiative.

Expected Impact

Environmental: Promotion of plant-based food options and reduction in meat consumption; reduced packaging.

Social: Awareness raising about healthy food among disadvantaged populations; community cohesion.

Economic: Increasing demand for food products with lower environmental impact; increased willingness to pay for sustainable food products.