More than football: Environmentalism, identity, and collective action

This study examines how supporters of Forest Green Rovers experience the intersection of football fandom and environmentalism, and whether the club’s sustainability agenda encourages broader pro-environmental action among fans.

The authors conducted an intrinsic qualitative case study using semi-structured interviews with 20 supporters of the so-called “greenest football club” Forest Green Rovers who also identified with environmentalism. Interviews explored how fans understood the relationship between club identity and environmental values, and the data were analyzed through thematic analysis informed by social identity theory and collective action frameworks.

The findings show that supporters’ identities as football fans and environmentalists worked synergistically, with many participants describing support for the club as “more than football”. Fans viewed the club as a politicized identity tied to environmentalism, often prioritizing sustainability efforts over sporting success and using their fandom to discuss environmental issues with others. Participants also reported that the club encouraged behavioural changes in their own lives, including veganism, sustainable consumption, and greater environmental awareness.

Sport organizations can therefore become powerful platforms for social and environmental change when team identity aligns with broader social movements. Sustainability initiatives may strengthen fan identification, encourage collective action, and create opportunities for sport organizations to influence environmental behaviours beyond the stadium.

CITE: Delia, E. B., McCullough, B. P., & Dalal, K. (2024). Team identity and environmentalism: The case of Forest Green Rovers. Journal of Sport Management, 38(5), 353-364. DOI: 10.1123/jsm.2023-0269