Ahead of the UEFA Champions League final between Real Madrid and Borussia Dortmund, a new study by Mastercard has found that Spanish football fans are more committed to sustainability than their German counterparts.
The study found that more than 9 in 10 (93%) Spanish football supporters say sustainability is ‘important’ to them, compared to two-thirds of German (67%) fans.
With the final taking place in Wembley Stadium, London, the study also surveyed British fans, with 64% stating that sustainability was important to them.
The study also sought to determine some of the measures that would make supporting football more sustainable, with 40% of Spanish fans* supporting digital-only tickets, 40% in favour of the use of reusable cups, and 35% supporting the abolition of single-use plastics in the stadium.
Pledgeball campaign
The study was compiled to coincide with Mastercard‘s work with sustainability and sport charity Pledgeball for Champions Innovate, UEFA’s inaugural program for sponsors and start-ups aimed at improving the social and environmental impact of the 2024 UEFA Champions League final.
Former UEFA Champions League winner Gareth Bale has announced his support for the campaign, and has encouraged football fans to “try to set personal goals” for things that are important to both ourselves and the planet.
Passion for the sport
“Football fans across Europe are proud of their passion for the sport and its power to unite us,” commented Beatrice Cornacchia, executive vice president of marketing and communications at Mastercard Europe. “The UEFA Champions League final is the perfect time to highlight the role we can all play, both big and small, in bringing about positive change. Together we can make a difference and inspire a lasting legacy for football’s next generation.”
Elsewhere, Katie Cross, founder of Pledgeball, added “As a football community, we have the potential to drive change like no other. We all want clean air, stable food systems, green spaces and conditions that allow us to enjoy the game we love, and make our voices heard.”
*The research, conducted by Opinium, interviewed a nationally representative sample of 1,000 Spanish football fans between May 14 and May 17, 2024. In total, 3,000 fans were interviewed, distributed among Spain, the United Kingdom, and Germany.
