How Football Clubs Are Making Positive Contributions To Their Communities

“All right, but apart from the sanitation, the medicine, education, wine, public order, irrigation, roads, a freshwater system, and public health, what have the Romans ever done for us?” Reg’s words from one of Monty Python’s most famous scenes in Life of Brian ring true for all brands in their relationship with consumers.

In good times and bad, football fans give their blood, sweat and tears to their clubs and so during times of crisis they might expect a little help in return. And when it is not immediately evident, the scrutiny will only increase. In other words, what is doing for us?

There have been some instances of ill-judgement, however, many clubs have set a different narrative by demonstrating altruism.

Watford FC, based across Vicarage Road from Watford General Hospital, have dedicated their stadium to helping NHS staff. Executive boxes were turned into bedrooms, offices into counselling rooms and other space into training areas for young nurses. The club’s kit team has laundered 10,000 sets of scrubs for neighbouring hospital over the past couple of weeks and they are offering more each day. From 1,000 hot free meals to hot showers and a safe space for medics to relax away from the wards.

Chelsea FC was also quick onto the scene, with the Millennium Hotel at Stamford Bridge made available to NHS staff. The initiative was funded by chairman Bruce Buck and owner Roman Abramovich. First team players were also asked to support local charities instead of taking pay cuts,  sending money to the less fortunate instead of being saved by the club.

Everton have launched Blue Family, an outreach programme to maintain contact with isolated fans and provide support through their Everton in the Community scheme.

Manchester United star Marcus Rashford meanwhile is working with the charity FareShare to help distribute food for children who rely on schools for their daily meals. The 22-year-old has raised over £20 million for the cause to date.

Even those at the lower levels of the game have stepped up to help their communities in this time of crisis. League Two Port Vale initiated a community scheme to feed 700 local people, 450 of which were children.

There is an important message here for clubs about the long-term impact on this crisis for their reputation and engagement amongst supporters. A study by Campaign Live at the end of March found that nearly two-thirds (65%) of consumers feel that how brands respond to the pandemic will have a "huge impact" on their likelihood to buy their products in the future.

There is indeed opportunity in crisis and football now has the chance to shake off the “what have you ever done for us” narrative. But rather than token salary reductions, as politicians like Matt Hancock would suggest, that means making themselves visible and engaging with those they mean to help.

As Port Vale’s owner Carol Shanahan told the Daily Mirror: “On the day football was stopped, the following Monday we had a conference call. I said, 'how do we want history to judge us? How do we want to be looked back at over this period of time?

“Do we feel comfortable shutting up shop and all going home, then come back when the season starts again? Or do we want to do something different?”

With the spotlight on them, football clubs must be prepared to be proactive in their response, utilise their unique opportunity to support their communities and trust that we will come out the other side stronger.